INTRODUCTION:

In past, the companies were using traditional marketing tools in promoting its products and services. Those days are now no more in the market because the new era of digital marketing tools are ruling the promotional activities of businesses. This is because the customers are more focused towards internet based advertisements which is also known as online advertisement. This impact gave an opportunity for companies to promote their products and services through digital marketing tools.

Digital marketing is the more convenient way for companies to convey its messages to customers more efficiently and effectively. Digital marketing helps the companies to meet its customer needs to achieve its goals and objectives in an estimated time period (Beatrice Sion, Cezar Mihălcescu, 2001). For promoting any kind business there are many ways available with the use of digital source including Google Virtual Tour. This opportunity has increased an advancement of Google Virtual Tour in any kind of business in its promotional activities.

As my study speaks about the effectiveness of Google Virtual Tour on business promotions. So I am going to analyze the current market and identify that, how effectively marketing is done by using Google Virtual Tour as a promotional activity to attract and to reach the targeted customers (D Jan et al, 2009). Even to understand the level of acceptance of Google Virtual Tour in the market.

The main purpose of promoting business is to gain market share and to achieve organizational goals and objectives successfully. Promoting is the one more reason for the business to stand as a leader in the market and to encourage the sales of a particular product and services.

Google Virtual Tour will enable the marketer to showcase business ambiance to customers before visiting to the company/store (D. R. Fesenmaier et al.2000) So, by seeing the Google Virtual Tour they get a good clarity about the business ambiance, interior of that particular business, products and services available etc.

TITLE OF THE STUDY:

“A study on effectiveness of Google Virtual Tour on business promotions.”

It was conducted to study the effectiveness of Google virtual tour as a marketing tool in promoting the products and services.

SIGNIFICANCE/NEED FOR THE STUDY:

This Study is majorly focused on the effectiveness of Google virtual tour on business promotions. So, this study provides a detailed description about how effectively we can utilize the Google virtual tour in promotional activities of a particular business. This helps the business to overcome the competition in the current market and with the new entrants. The core objective is how effectively Google virtual tour is used as a marketing tool in promoting the products and service. (Marcus T. Al Len, Anjel i ta Cadena, Jessica Ruther ford, and Ronald C. Ruther ford (2015).

OBJECTIVES OF THE STUDY:

· To identify the level of acceptance of Google virtual tour in the study area.

· To understand the effectiveness of Google virtual tour on business promotions.

· To analyze the customer perception towards Google virtual tour.

· To critically evaluate the effectiveness of Google virtual tour against other promotional tools.

RESEARCH METHODOLOGY:

· Research design:

A research design is a design used to collect the data and using the data in an effective manner.

Here, in my research, I am using a Descriptive research because the primary objective of the descriptive research is to include surveys and few fact finding enquiries with the objective of providing detailed description about state of affairs as it exists at present.

· Sources of data:

Primary data: The data which is directly collected by the researcher is known as primary data. Here, in my research had collected the data by providing questionnaire to the product/service user. This research is completely depended on the primary data.

Secondary data: The secondary data is a data which is collected from websites, company brochure and some of the books related to marketing and Google virtual tour.

· Regression Method of Analysis

Adebisi (2006) defined regression as “the statistical method of predicting and determining the probable value of dependent (α) given the value of independent (β).The hypothesis gathered for this study will be tested at 5% level of significance. The regression formula is: α =a + bβ + ui

The regression model will build on, Hypothesis One α (dependent variable) Virtual tools β (independent variable) Business Sales Promotion.

Hypothesis one Ho- Virtual tools does not influence Sales Promotion positively in the face of full competition. H1- Virtual tools influence Sales Promotion positively in the face of full competition.

The estimated regression model is given as:

α=f(β) α = a + bβ + ui =0.000000012+6.752 β + ui Std. error = (0.00000086) (19.268) t =(1.416)(.350)

The result of the regression analysis shows that the regression coefficient (R) is .173 a . It implies that there is positive and strong influence between virtual tools and sales promotions. The result also reveals that the coefficient of determinant (R2) is .030; it connotes that about 3% variations in virtual tour tools could be explained by business sales promotions. The remaining 97% were largely due to other variables outside the regression model that also affects sales promotion. Testing the effect of independent variable (virtual tools) on dependent variable (sales promotions) the result shows that t-value is .350 at 0.05 level of significant (t=.350: p)

· Sampling methodology:

Sampling technique:

· Judgmental sampling:

This is a non-probability sampling technique; it is also known as deliberate/purposive sampling. Here the samples are selected based on the judgment of the researcher that is the researcher will uses his own description in selecting the sampling from overall universe. In this sampling there is an element of bias associated with it.

Ø Sampling frame:

Sampling frame consists of businesses which are present in Benguluru, Goa, Kerala and New Delhi. These businesses are using Google Virtual Tour in their business as a part of promotional tool.

Ø Sampling size:

A sum of 180 samples is considered for this study.

Ø Sample area:

The sample area of the research was Benguluru, Goa, Kerala and New Delhi.

LITERATURE REVIEW:

D Jan et al: This paper present some of the challenges and our initial solutions for designing conversational agents that can move around in the virtual world and interact with human-controlled avatars and other computer agents. Had implemented a conversational and navigational agent in Second Life, a virtual world developed by Linden Lab where users can explore, meet other users, socialize and participate in various activities.(1)

D. R. Fesenmaier et al: This paper importantantly focus of this effort is "experience-oriented tourism" which emphasizes activity, events, and fantastic or exotic experiences. However, it is hard for tourists to form a clear destination image without direct experiences. With the development of Internet, tourists have become able to access interactive multimedia easily. Interactivity and multimedia are key factors to create virtual environment and provide virtual experiences. (2)

Setyawan Widyarto and Muhammad Shafie, Abd. Latiff: The purpose of this paper is to explore the issue of using virtual tours to improve health and safety through preparatory familiarization for visits to the swarming area. The main objective of the virtual environment system is path finding by commanding spatial skills. (3)

Beatrice Sion, Cezar Mihălcescu :The Internet as a marketing media can be of great benefit to virtual all areas of marketing, from marketing research, through market segmentation, targeting and positioning, to the effective use of the marketing mix, and marketing organization and control. The following discussion does no attempt to provide an exhaustive list of the Net's use in tourism; rather, it simply intends to exemplify its common applications in and main implications for tourism marketing. (4)

Marcus T. Al Len, Anjel i ta Cadena, Jessica Ruther ford, and Ronald C. Ruther ford: In addition to cost efficiencies, brokers may also impact market outcomes. Numerous researchers have investigated whether or not the use of brokers as well as various broker actions, broker characteristics, and broker / seller legal relationships affect market outcomes in the form of price and/or, time-on-the-market effects. We extend this line of research by considering price, time-on- market, and probability of sale effects in relation to four specific broker strategies: public open houses, broker open houses, MLS virtual tours, and MLS photographs. The results indicate positive relationships between these strategies and house prices and mixed relationships between these strategies and probability of sale and time-on-market.(5)

Amir Abbas Najafipour, Majid Heidari, Mohammad Hossein Foroozanfar: In the current paper, a theoretical framework of the concept of a virtual tourist community based upon the core characteristics of virtual communities and virtual reality concerning the fundamental needs of community members is defined. Perspectives of how one can define and interpret virtual communities within the tourism industry are discussed and issues regarding the functions and implications of virtual communities in the travel industry are explored. (6)

Sven Tuzovic: The purpose of this study is to compare quality perceptions of virtual Servicescapes and physical service encounters among buyers and renters of real estate. Real-estate firms need to pay attention to both the training of agents and the design and content of their websites. This paper contributes to knowledge regarding virtual Servicescapes in professional services.(7)

Martin Yongho Hyun, Seoki Lee and Clark Hu: The main purpose of this paper is to conceptualize virtual tourism in the mobile context. Through the concept of telepresence, the typology of virtual experience can be explained by two dimensions: vividness and interactivity. The author does first discuss virtual experience in terms of several categories ranging from verbal-based to animated interactive experience. Based on these categories, various mobile applications are then identified to complete the typology. Finally, practical discussions are provided with examples to illustrate various mobile services that facilitate virtual experiences and the application of the mobile-mediated virtual experience to tourism with consideration of the destination marketing organization’s innovativeness and consumers’ needs for mobile usage.(8)

Standing, Jean and Michel Boyer: The Internet has had a major impact on tourism both for providers and consumers. This article classifies and analyzes the wealth of research published in major tourism journals over the past 10 years to identify major areas of focus and gaps in the research landscape related to the Internet in tourism. Research articles have substantially increased in number over the past 5 years of the 10-year period under analysis. The research can be categorized into seven areas with information search, website analysis, and Internet marketing being the three most common research topics. Although Internet-related issues in tourism are commonly researched, the article calls for more case study research to be conducted that takes an e-business and organizational perspective so that other organizations can learn from the mistakes made and also from best practice.(9)

Donald Getz: This article reviews ‘event tourism’ as both professional practice and a field of academic study. The origins and evolution of research on event tourism are pinpointed through both chronological and thematic literature reviews. A conceptual model of the core phenomenon and key themes in event tourism studies is provided as a framework for spurring theoretical advancement, identifying research gaps, and assisting professional practice. Conclusions are in two parts: a discussion of implications for the practice of event management and tourism, and implications are drawn for advancing theory in event tourism.(10)

Mohammad Mahmoudi Maymand, Hassan Farsijani, and Sara S Tahery Moosavi: The Information and Communication Technology (ICT) has caused immense revolution in tourism industry leading to the new generation of sightseeing called “Virtual Tourism” (VT). In this way, different aspects of impact on the development of VT, introduced as the success key factors. These aspects consist of an exclusive combination of ICT and Tourism. This study reviews the existing developments related to the VT, Electronic Readiness and Virtual Tourism Collaborative Networks as well as the study of the effective components in VT from ICT perspective. The methodology of the research is practical according to the purpose and descriptive-correlation based on its data gathering technique. Hence, the hypotheses are analyzed by Structural Equation Modeling / Path Analysis and Tests of Fit. Data is collected from some tourism enterprise managers in the city of Tehran. The results show despite recent progresses in ICT industry, VT needs much more investigations to establish in Iran. Also the results help to establish the VT easier than before.(11)

Hiu-fai Lau, Chi-wai Kan, Kung-wong Lau: This paper triggers further investigations in the area of (1) the instrumental relationships between the technology and consumer, (2) the connectivity to consumers, and (3) the consumers’ perception of shopping in virtual environments and the daily practices in bricks-and-mortar shopping. The research team urges the needs of investigating shopping experience.(12)

JP Pella et.al: “Three dimensional virtual tour method and system: A system which achieves three dimensional site in a highly firm way such that three dimensional, real time and the interaction with same site through good resolution graphics will be enabled. While creating, the information so collected is processed regarding the site and preceded into a walk map consisting a number of maps. A visual map will clearly expresses that out of many which one is a polygon that prepares a site which is potentially visible to a given area. A map of collision will establish where we should navigate a site. Ground map will follows the camera heights and angles, a trigger map will helps the trip to be found from different locations in a particular site. During this, the maps which are relevant for the users current position will be active, thereby rendering of a necessary picture/image for user present perspective will be possible in a real time activity, possibility of a first person, perspective tour for a particular site in an observed three dimensional way.(13)

Francois Bailly, B. M.: An interactive GIS (Geographic Information systems) and some of the techniques users with the highest degree of utility, information and flexibility. A language will facilitate a communication between clients and servers of a interactive Geographic Information systems, this enhances a series of Geographic Information systems characteristics, like network link, screen overlays, ground overlays, place marks, styles Geographic Information systems elements, like icons, geometry, polygons, labels and description balloons in a viewer through which a user watch the targeted region. Even, VT of user defined ways in the area of divided visualization is activated. Streaming visualization of a completed polygon data is also activated so, by allowing building and few other characteristics will be provided in three dimension. (14)

M. Medalia: ‘Method of generating a 3D interactive tour of a geographic location’. A method for current invention gives a user a interactive virtual presentation of a particular area which is expressed to a user by a 3D or 2D representation and the combination thereby produced through a computer controlled by an operator. This way creates very interactive VT of a particular geographical area through relating 2D maps with 3D representation of interactive theory which allows a user to synchronize and navigate by the 2D map and a model in various directions.(15)

LU Bakewell, CA Bakewell : “Interactive, Travel based trip planning, travel community, travel resource, methods, and processes, by emphasizing a user capacity to complete travel trip, game, route and special requirements for self and companions”: Travel community, Travel based education, Trip planning, Internet based interactive trips, trip regarding to a particular games, methods and few processes, a user capacity to complete a travel trip, way, and routing choices to a unique, preferences and their requirements for the purpose of self and throughout a specific trip or by gaming or visual tours, which includes process regarding tours, games, site visits and few other related travel events, obtaining information and electronic tickets, and few online services by bank to process the ticket, merchandise and membership payments and reservation, advertising and transaction foe the vendors.(16)

K. Dawson Scully: “system and a method of providing a virtual tour” This article propensity: by using static or still images, pictures which are generated by a computer, drawing, anyone can create their own illusion of movable forward images. In this way this is navigated through the viewers who can move their position and pov (Point of view). This way enables performance and functionality not possible with the prior VT Technique.(17)

MAO Cowtan: Dual paned, Internet based VT representation method: A user interfaces for a comprehensive internet based, user friendly, dual paned, and multimedia VT representation method consisting orientation abilities and containing a picture navigation area. A arranged information system and a picture display area, the picture navigation area, the pic display area and the informational enterprise area is provided all the visible on same time period, which is viewable in one browser window.(18)

FINDINGS:

The study investigated, that respondent’s came to know about Google Virtual Tour through direct contact from the company employees and Google Virtual Tour is very important for their business. This study indicates that, Google Virtual Tour will be the new method of advertisement in the future with affordable cost. And majority of the respondents that is 84% feels that Google Virtual Tour has increased the customer footfalls in their business and it is more effective to promote their business and it is very helpful in customer tracking report.

SUGGESTIONS:

In view with the above findings Companies should concentrate more towards direct meeting with the clients rather than sending company mails and other forms, because majority of clients came to know about Google virtual tour through direct meeting from the marketing team and more focused towards the product that is Google virtual tour because 84% of clients feels there is an increase in customer footfalls so the company should maintain the same tune with the clients and capture the complete market by working on stitching the panoramas correctly so that, they can deliver the business ambiance of the clients more effectively

The company can increase the number of variants and graphs in customer tracking reports so that the clients will easily come to know about their business insights and should come up with the auto rotation of the virtual tour so that it will be more effective for viewers.

CONCLUSION:

This study was conducted to analyze the effectiveness of Google Virtual Tour in business promotions. Majorly this research revolves around the concept of Google Virtual Tour and different forms of promoting the business through e-marketing tools in other words through online marketing. This study proved that Google Virtual Tour is very effective in promoting a business and plays very significant role in the field of digital marketing. As technology is growing there is a drastic change taking place in the field of digital marketing, especially in Google Virtual Tour.

REFERENCES:

1. D Jan et al, (2009) “A Virtual Tour Guide for Virtual Worlds”. Springer-Verlag Berlin Heidelberg, Vol IV (01), pp 372-378.

2. D. R. Fesenmaier et al.(2000), A Conceptual Framework for Evaluating Effects of a Virtual Tour, Springer-Verlag Wien, Vol V(II),pp 314-315

3. Setyawan Widyarto and Muhammad Shafie, Abd. Latiff (2007), the use of virtual tours for cognitive preparation of visitors: a case study for VHE, Emerald Group Publishing Limited, Vol. 25 (7/8), pp. 271-285

4. Beatrice Sion, Cezar Mihălcescu,(2001), The main Applications of the internet in tourism marketing, Romanian Economic and Business Review , Vol. 5(II),pp.162-173

5. Marcus T. Al Len, Anjel I ta Cadena, Jessica Ruther ford, and Ronald C. Ruther ford(2015), Effects of real estate brokers’ Marketing Strategies: Public open houses, Broker open houses, MLS Virtual tours, and MLS Photographs, J R E R , V o l .37 (3) pp.343-367

6. Amir Abbas Najafipour, Majid Heidari, Mohammad Hossein Foroozanfar (2014), Describing The Virtual Reality And Virtual Tourist Community (Applications And Implications For Tourism Industry), Arabian Journal of Business and Management Review Vol. 3(12), pp: 12-23

7. Sven Tuzovic (2009), Key determinants of real estate service quality among renters and buyers, Journal of Services Marketing, Vol 23(7), pp: 496–507

8. Martin Yongho Hyun*, Seoki Lee and Clark Hu (2008) Mobile-mediated virtual experience in tourism: concept, typology and applications, Journal of Vacation Marketing, Vol 15 (2), pp: 149-163

9. Standing, Jean andMichel Boyer (2014) The Impact of the Internet in Travel and Tourism, Journal of Travel and Tourism Marketing Volume 31(1) Pages 82-113

10. Donald Getz (2008) Progress in Tourism Management Event tourism: Definition, evolution, and research, Journal of Tourism Management, Vol 29,pp: 403–428

11. Mohammad Mahmoudi Maymand, Hassan Farsijani, and Sara S Tahery Moosavi (2012) Investigation of the key success factors in Virtual Tourism , Indian Journal of Science and Technology Vol. 5 ,pp:3074-3080

12. Hiu-fai Lau, Chi-wai Kan, Kung-wong Lau (2013), How Consumers Shop in Virtual Reality? How It Works? Journal of Advances in Economics and Business, Vol 1(1), pp: 28-38

13. Pella, J. P. (2007). Patent No. US7187377 B1. USA.

14. Francois Bailly, B. M. (2011). Patent No. US7933395 B1. USA.

15. Medalia, M. (2008). Patent No. US20080033641 A1. USA.

16. Lucia Urban Bakewell, C. A. (2008). Patent No. US20080201227 A1. USA.

17. K. Dawson scully. (2001). Patent No. US20030090487 A1.USA

18. MAO Cowtan, Nelly Illary Cedano (2010). Patent No. US7823068 B2.USA

Annexure

Questionnaire

“A study on effectiveness of Google Virtual Tour on business promotions" (Please Mark P)

1. Name of the business: -_____________________________________________________

Address: - ___________________________ Date:-_________ Mobile No:- + 91________________________

Type of the business:

(A) Small (B) Medium (C) Large

2. How you came to know about Google Virtual Tour?

a. Through Google my business page b. Company E-mails

c. Direct contact d. Company website e. Through Friends

3. From how long you are using Google Virtual Tour?

a. Less than 1 year b. 1-3 years

c. 3-6 years d. More than 6 years

4. How important is Google Virtual Tour for your business?

a. Highly important b. Very important c. Important

d. Slightly important e. Less important

5. By Installing Google Virtual Tour to your business, which of the following below factors has enhanced?

Rank them between 1 to 5 scale, where one is always and four is rarely

Sl No	GBV is used as	1	2	3	4
1	Acquiring customer
2	Promotional activity
3	Branding activity
4	To cut down the competition

6. Do you think Google Virtual Tour can increase your customer footfalls at your store?

a. Yes b. Mostly Yes c. May Be

d. Mostly No e. No

7. Which way of Digital marketing is more effective?

a. Search Engine Optimization b. Pay Per Click

c. Ad words express d. Google Virtual Tour

8. Do you believe that, by using Google Virtual Tour helps you to deliver business ambiance effectively?

a. Yes b. Mostly Yes c. May be

d. Mostly No e. No

9. How effectively Google virtual tour helped in promoting your business?

a. Very Effective b. Effective c. Neutral

d. Not Effective e. Least Effective

10. According to you, customer tracking report is helpful to identify your potential customers?

a. Very helpful b. Helpful c. Neutral

d. Not helpful e. Least helpful

11. Do you think that the cost of Google Virtual Tour is?

a. Highly affordable b. Affordable c. Slightly affordable

d. Rarely affordable e. Least affordable

12. Do you agree to this context that, using Google Virtual Tour will minimizes the time consumption of promotional activity?

a. Strongly agree b. Neither agree nor disagree c. Agree

d. Disagree e. Strongly disagree

13. Do you feel using Google Virtual Tour provides more information to your customers before visiting the store?

a. Yes b. Mostly Yes c. May be

d. Mostly No e. No

14. Do you agree to this context that, Google Virtual Tour is the way of acquiring more customers?

a. Strongly Agree b. Agree c. Neither

d. Disagree e. Strongly Disagree

15. Do you feel that, using images in promoting your product and services is different from using 360 degree images?

a. Yes b. Mostly Yes c. May be

d. Mostly No e. No

16. Do you agree to this point that, Google Virtual Tour is more helpful and effective in promoting your business activity when compared to other promotional tools?

a. Strongly agree b. Neither agree nor disagree c. Agree

d. Disagree e. Strongly disagree

17. Did you find Google Virtual Tour is educating your customer about your business when compared to other promotional tools?

a. Yes b. Mostly Yes c. May be

d. Mostly No e. No

18. How do you feel about the service of Google Virtual Tour?

a. Excellent b. Very good c. Good

c. Fair e. Poor

19. Do you think Google Virtual Tour will be the new method of advertisement in the future?

a. Yes b. Mostly Yes c. May be

d. Mostly No e. No

20. Will you recommend the use of Google Virtual Tour to others premises?

a. Not preferred at all b. Least Preferred c. Neutral

d. Preferred e. Highly Preferred

21. Please Suggestion your opinion towards Google Virtual Tour

Received on 24.11.2017 Modified on 10.01.2018

Asian Journal of Management. 2018; 9(1):548-554.

DOI: 10.5958/2321-5763.2018.00086.0

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