In June 2025, a group of third-year students from the Bachelor of Science in Tourism, Retail, and Marketing Management programme visited the VR Sandbox Londoner in Macao. This experience allowed them to engage in VR tourism, retail, and entertainment as part of their curriculum, integrating theoretical foundations and practical implementation to enhance student participation, motivation, interaction, and learning outcomes. This visit is led by Ms Belina Lei, lecturer from the Macao University of Tourism.
The comprehensive course titled Marketing Channels and Distribution introduces students to integrated customer engagement strategies across diverse marketing channels, emphasising the distinction between multichannel (multiple, often siloed platforms) and omnichannel (seamless, unified experiences) approaches. Students learn to design and optimise distribution systems that ensure efficient product accessibility, balancing theoretical frameworks with practical applications in the retail and tourism sectors.
The outcomes of this field trip include analysing VR as a low-carbon tourism channel; studying consumer behaviour across age groups in immersive environments; and exploring hybrid retail models (e.g., digital experiences paired with sustainable merchandise).
