Immersive technologies in marketing: State of the Art and a Software Architecture Proposal

Luis Alfaro, Claudia Rivera, Jorge Luna-Urquizo, Juan Carlos Zuńiga, Alonso Portocarrero, Alberto Barbosa Raposo

Research output: Contribution to journalArticlepeer-review

3 Scopus citations


After conducting the historical review of marketing and especially experiential marketing, which considers various types of experiences such as sensations, feelings, thoughts, actions and relationships, seeking in the consumer greater satisfaction and therefore greater effectiveness in the action of marketing, as well as establishing the state of the art of immersive technologies and their applications in marketing, the authors propose a software architecture model for hotel services, which includes the description of hardware and software elements for development and implementation. The model would make it possible to bring customers closer to experiences that are very close to reality, based on their profiles and characteristics, previously treated by a recommendation module included in the proposal, a fact that supports the decision of purchase, with a high degree of adaptation to their needs and requirements. The proposal and development of the model with attributes of originality, aims to contribute to the development and technological innovation of marketing in the hotel industry. Finally, conclusions and recommendations for future work are established.

Original languageEnglish
Pages (from-to)482-490
Number of pages9
JournalInternational Journal of Advanced Computer Science and Applications
Issue number10
StatePublished - 2019

Bibliographical note

Publisher Copyright:
© 2019 International Journal of Advanced Computer Science and Applications.


  • Experiential marketing
  • Immersive technologies
  • Immersive technologies in marketing
  • Marketing


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