Abstract
VR is still a relatively new platform, which has been experiencing a big boom in recent years and its further development can be expected in these days. The aim of the paper is to analyse the possibilities for using virtual reality in marketing and in business core for tourism sector.
The using of the VR could be very effective for both firms and customers. It offers better promotion for destinations and other objects of tourism, as well as the opportunity to "fight" overturism.
It provides customers with the benefits of simpler and more efficient travel planning. For the research were used primary and secondary research methods and the research was focused primarily at young people who are more inclined to use the new technology.
The questions are: Are Czechs (above all generation Z) ready to use virtual reality? Is the VR widespread among tourism's objects in the Czech Republic? The results are somewhat surprising. Despite expectations, VR is not actively used in the Z generation and is more often used by women than men.
The results are valid for the Czech Republic. Originality of the research - This study combines primary and secondary research for deeper understanding the situation in the Czech Republic among young people.
Research is important because of current developments in the world, and also because the VR has enormous potential in tourism.