How virtual reality can help tourists go green

Staff Sustainability Network: Lunch and learn event
Person cycling or riding bike on street

  • Fitzroy building, room 005

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The Staff Sustainability Network are currently running a travel campaign to encourage people to consider how they travel for work in all capacities. Part of the campaign is this lunch and learn event, open to all students and staff.
The talk focuses on how Virtual Reality (VR) can actually help tourists care more about the environment and make greener choices while traveling. It offers both conceptual insights and practical strategies for advancing sustainable tourism.
Through thematic analysis and structured modelling techniques, the study identifies key factors that drive or hinder pro-environmental actions among tourists. It highlights VR’s unique ability to bridge the gap between environmental concern and actual behaviour.
The findings provide valuable guidance for tourism professionals, policymakers, and technology developers on how to harness VR as a tool to encourage environmental awareness and promote more sustainable travel practices.
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Guest speaker – Mr Waqas Ali

Waqas is a final-year PhD candidate in Tourism and Hospitality at the University of Plymouth, researching the influence of Virtual Reality on tourists’ pro-environmental behaviours. His work integrates advanced methodologies, including TISM and MICMAC, to uncover pathways for leveraging VR to promote sustainable tourism. Holding an MBA in Marketing and a Bachelor’s in Telecommunications Engineering, Waqas brings over a decade of combined experience in academia and the telecommunications industry, where he led nationwide network operations and managed high-performing teams. His research bridges theory and practice by integrating technology into sustainable tourism practices, reflecting his passion for driving positive change in the sector.
 
 

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