Quotation Stangl, Brigitte, Kastner, Margit, Polsterer, Felicitas. 2012. Social Virtual Worlds' Success Factors: Four Studies' Insights for the Tourism Supply and Demand Side. Hawaii International Conference on System Sciences (HICSS-45), Maui, Hawaii, Vereinigte Staaten/USA, 03.01.-07.01..


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Abstract

This study summarizes success factors of virtual worlds (VWs) examined in scientific studies. One success factor attracting users is that VWs comprise a critical mass of residents. The most popular social VW Second Life (SL) struggles to reach this criterion. Nevertheless, businesses put time and money into virtual representations. This research aims at revealing reasons for this effort by conducting four empirical studies in the field of tourism. The first two studies examine the supply side, evaluating representations and looking at drivers for doing business in SL; the other two studies focus on the demand side. The aim is to detect reasons for using SL as an information source and to reveal underlying values SL provides to its residents. Results show that the supply side uses SL to arouse emotions, to target new customers, and for relationship management. Travelers are attracted by added values the social VW provides.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Paper presented at an academic conference or symposium
Language English
Title Social Virtual Worlds' Success Factors: Four Studies' Insights for the Tourism Supply and Demand Side
Event Hawaii International Conference on System Sciences (HICSS-45)
Year 2012
Date 03.01.-07.01.
Country United States/USA
Location Maui, Hawaii
URL http://www.hicss.hawaii.edu/

Associations

People
Stangl, Brigitte (Former researcher)
Kastner, Margit (Details)
External
Polsterer, Felicitas
Organization
Service Marketing and Tourism IN (Details)
Marketing and Consumer Research IN (Details)
Research areas (Ă–STAT Classification 'Statistik Austria')
5312 Tourism research (Details)
5320 Marketing (Details)
5321 Market research (Details)
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