VR in customer-centered marketing: Purpose-driven design

Despite the annual growth of virtual reality (VR) market, many businesses—especially small and medium-sized ones—have been slow to adopt VR in their marketing. As forms exist, it is important understand how they can be used achieve specific marketing objectives. Unfortunately, minimal guidance related production for purposes exists. To address this, our article proposes guidelines strategically deploying customer-centered businesses. This research also builds on extant literature consider objectives each stage consumer journey offers concrete recommendations selecting designing appropriate applications. The proposed are further exemplified by two small-scale cases from Scottish tourism industry.