Public defence: Thi Diem My Ta

Thi Diem My Ta will defend her PhD degree. The dissertation is about how interactive virtual reality (VR) shapes tourists’ experiences and behaviours, and how these effects vary based on individual differences and prior VR exposure.

28 Nov

Practical information

  • Date: 28 November 2024
  • Time: 10.00 - 16.00
  • Location: Drammen, Auditorium A5508
  • Download calendar file

    • Zoom-link for digital participation 

     

    Program 

    Kl 10.00. Trial lecture: «The psychology of immersive experiences: understanding user responses to VR».

    Kl 12.00. Public defence: «Beyond the Headsets: Implications of individual differences and pre-exposure in tourism».

     

    Assessment committee 

    • First opponent: Professor Carlos Flavian, University of Zaragoza, Spain
    • Second opponent: Associate Professor Aruna DivyaTatavarthy, NHH Norwegian School of Economics
    • Administrator: Professor Håvard Hansen, University of South-Eastern Norway

    Supervisors

    • Principal Supervisor: Professor Marit Engeset,  University of South-Eastern Norway
    • Co-supervisors: 
    • Professor Luk Warlop, BI Norwegian Business School

    • Professor Karen Stendal, University of South-Eastern Norway

Any questions?

Thi Diem My Ta is defending her thesis for the degree philosophiae doctor (PhD) at the University of South-Eastern Norway.

The doctoral work has been carried out at the USN School of Business in the program Marketing Management.

You are invited to follow the trial lecture and the public defence.

Summary

‘When trying to entice someone to Wales and selling the concept of what a holiday in Wales could be like, virtual reality is a perfect way of bringing those possible experiences to life – and giving a glimpse of what Wales has to offer.’

Portrettbilde av Thi Diem My Ta
- From Welsh Economy Secretary Ken Skates on BBC news

Amidst the widespread proliferation of virtual reality and its associated technologies, there is a pressing need for researchers and marketers to deepen their comprehension of the impact of these technologies on consumption behaviours.

In response to this imperative, this research delves into the transformative role of interactive virtual reality in the tourism industry, revealing its effect on tourist behaviours.

Through a series of empirical studies with participants from Norway and Vietnam, this research shows that:

  • Higher interactive VR can induce a higher level of sense of being in a destination but also a higher level of cybersickness.
  • Interactive VR positively influences tourists’ curiosity and enjoyment, ultimately leading to favourable tourist behaviours.
  • The effect of interactive VR on tourist behaviours is subject to individual differences and whether participants are pre-exposed to VR.

The findings offer valuable guidance for VR developers and marketers, highlighting strategies to enhance user engagement and personalize marketing efforts.

Ultimately, this work paves the way for a deeper understanding of VR's potential in shaping the future of tourism.