Virtual reality : the future of marketing in Malta

Abstract

The main aim of this study is to provide a better understanding of how virtual reality technology can be used as a marketing tool by local Maltese businesses to further grow. Moreover, an analysis was done about how this disruptive and emerging technology is currently impacting the marketing sector and how they will continue to do so for the foreseeable future. The research objective is to determine whether or not if businesses within Malta should consider the adoption of virtual reality marketing in the future. In order for this objective to be fulfilled an experiment was designed along with some questions and all of this was in the form of qualitative semi-structured interviews. The results that came from the interviews suggest that there is high potential for virtual reality technology to be used as a marketing tool. In addition, it was also noticed that the global market of this technology is increasing and will continue to grow in the future. Lastly, from the study it is confirmed that this technology will evolve into a revolutionary marketing technique by businesses within Malta to acquire new customers and to increase their competitive advantage locally and internationally.