Journal
INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT
Volume 116, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.ijhm.2023.103631
Keywords
Augmented reality; Virtual reality; Hotel booking; Satisfaction; Stay; Return
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The study finds that the perceived ease of use, innovativeness, and usefulness of AR and VR positively influence tourists' satisfaction, driving them to embrace these technologies for hotel bookings. Although there may be underlying concerns about associated risks, these risks do not deter repeat visits.
Augmented reality (AR) and virtual reality (VR) have emerged as transformative technologies, revolutionizing the way tourists engage with hospitality service providers. A prime application is facilitating hotel bookings. Employing quantitative methods, this study establishes and validates a conceptual model that deciphers tourists' inclinations towards hotel reservations and returns via AR and VR. Findings indicate that the perceived ease of use, innovativeness, and usefulness of AR and VR positively influence tourists' satisfaction, driving them to embrace these technologies for hotel bookings. While there might be underlying concerns about associated risks, these risks do not significantly deter repeat visits. Consequently, this study illuminates the immense potential of AR and VR in elevating tourist experiences and promoting revisits. Hoteliers and marketers are advised to leverage these findings, fine-tuning their strategies to synchronize with this tech evolution and cater to evolving tourist expectations.
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