VIRTUAL TOUR AS A VIRTUAL EXPERIENCE OF DESTINATION MANAGEMENT ORGANISATIONS IN SLOVAKIA

Abstract

An evaluation of ‘Destination Management Organisation’ (DMO) websites focused on creating attractive, user-friendly, and informative web pages that effectively promote tourism destinations to potential customers. The virtual tour as an innovative tool and form of tourism experience has potential to act as a powerful destination promotion tool. Therefore, for DMOs it may be especially beneficial in terms of destination marketing to offer attractive and suitable virtual tour experiences via destination websites. The study deals specifically with the issue of implementing virtual tours on the DMOs´ websites. The aims of the presented research were defined as: 1. Exploring the Slovak DMO websites by focusing on virtual tour experiences; 2. Measuring the potential customers´ opinions on accessing virtual tours on DMO websites. Quantitative methodological approach, website analysis and a special survey for potential customers were conducted in the presented research to achieve the main goals. Different types of virtual tours have been identified on DMO websites and potential customers´ opinions indicate the need to include virtual tours on DMO websites. Among the identified recommendations for the future highlighted are the improvement of DMO websites generally and expansion of the offer of virtual tours on DMO websites. Comprehensive research in this area within the Slovak DMO context is also desirable.