Why customers accept price rises

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Published: 2026-09-09T19:44:31.788Z • Permanent link

Researchers at the University of Surrey have found that simply increasing the sensory inputs in digitally enhanced tourist attractions does not automatically lead to more visitor engagement. According to Dr. Helen Parry, lead author of the study, "we found that visitors were not more engaged by the addition of more sensory inputs, such as sound, touch, and smell." The study, which involved 250 participants, tested various digitally enhanced tourist attractions, including virtual reality experiences and interactive exhibits. The results suggest that the impact of sensory inputs on visitor engagement is more complex than previously thought.

The study's findings were published in a peer-reviewed journal earlier this year, but have only recently gained attention from the tourism industry. Companies such as Disney and Universal have invested heavily in the development of immersive and interactive tourist experiences, often incorporating advanced technologies like virtual reality and artificial intelligence. However, the University of Surrey's research suggests that these efforts may not be paying off, at least not in terms of increased visitor engagement. Instead, the focus should be on creating experiences that are tailored to individual visitors' needs and preferences.

Meanwhile, researchers at the University of Surrey have also identified a number of factors that can affect visitor engagement, including the use of personalized marketing and targeted advertising. According to Dr. Parry, "our study found that visitors were more likely to engage with attractions that used personalized marketing and targeted advertising, which took into account their individual interests and preferences." This approach has been successfully used by companies such as Netflix, which uses advanced algorithms to tailor its content recommendations to individual viewers.

The findings of the University of Surrey's study have significant implications for the tourism industry, which is a major driver of economic growth in many countries. Companies such as Disney and Universal, which have invested heavily in the development of immersive and interactive tourist experiences, may need to rethink their strategies in light of the study's results. Instead of simply relying on advanced technologies, they may need to focus on creating experiences that are tailored to individual visitors' needs and preferences. This could involve using data analytics and machine learning to personalize marketing and advertising efforts, as well as creating more immersive and interactive experiences that take into account individual visitors' interests and preferences.

The study's findings also have implications for the wider research community, which has long been interested in understanding the factors that affect visitor engagement. Researchers at the University of Surrey's study have contributed significantly to this field, providing new insights into the complex factors that affect visitor engagement. Their findings have the potential to inform the development of more effective tourist attractions and experiences, which could have a major impact on the tourism industry and the economies of countries around the world.

The University of Surrey's study is part of a larger trend in the tourism industry, which has seen a significant shift towards more immersive and interactive experiences. This trend is driven by advances in technology, including virtual reality and artificial intelligence, as well as changing consumer preferences. According to a report by the World Tourism Organization, the tourism industry is expected to grow significantly in the coming years, driven by increasing demand for more immersive and interactive experiences. This trend is also being driven by the rise of social media, which has created new opportunities for tourism companies to engage with visitors and promote their products and services.