Journal
INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT
Volume 98, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.ijhm.2021.103019
Keywords
Virtual reality; Augmented reality; Presence; Ease of imagination; Visual appeal; Booking intention
Categories
Funding
- Spanish Ministry of Science, Innovation and Universities [PID2019-105468RB-I00]
- European Social Fund
- Fundacion Banco Sabadell
- Government of Aragon (METODO Research Group S20_20R)
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This study examines the impact of virtual and augmented reality on customer interactions, showing that high levels of factual realism content and high embodied devices applications have a significant influence on user perceptions. Presence positively influences imagination and visual appeal, mediating the impact of content on booking intentions.
Virtual and augmented reality are changing how companies interact with customers. However, previous research has paid little attention to compare their effectiveness. This study focuses on the perceptions of presence elicited by different types of contents (real or digital) and embodied devices (head-mounted display or smartphone), and their impact on user's pre-experiences with hotels. Results from a lab experiment show that contents with high levels of factual realism (360-degree videos) have a positive influence on perceptions of presence, ease of imagination, and visual appeal, and on booking intentions. These effects are stronger when high embodied devices (head-mounted displays) are applied. Additionally, presence positively influences ease of imagination and visual appeal, which mediate the impact of content on booking intentions. These findings stress the importance of inducing presence as a key driver for behavioral intentions in hospitality. The comparative in-fluence of conventional VR and AR experiences is also discussed.
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