Self-Reported Measurement of the Impact of 360° VR Images on Affective and Cognitive Responses in Hotel Promotion

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

This study examines 360° Virtual Reality images for the promotion of hotel services and their impact on cognition and affective dimensions. The study employs self-reported measurement instruments to assess cognitive loads, affective responses, and attitudinal and behavioral intention responses. A boutique hotel was captured and visualized using the developed Experiential-sensory marketing adaptive system model for hospitality based on 360° VR, which allows potential guests to take tours with direct experiences. The results showed a low physical and mental demand, that the affective and behavioral responses are stronger, also evidencing hotel booking intentions, which allows to establish that the usefulness of adding resources with 360° images in hotel promotion are more attractive and influence the booking intention.

Original languageEnglish
Title of host publicationProceedings - 2023 Congress in Computer Science, Computer Engineering, and Applied Computing, CSCE 2023
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages1800-1805
Number of pages6
ISBN (Electronic)9798350327595
DOIs
StatePublished - 2023
Event2023 Congress in Computer Science, Computer Engineering, and Applied Computing, CSCE 2023 - Las Vegas, United States
Duration: 24 Jul 202327 Jul 2023

Publication series

NameProceedings - 2023 Congress in Computer Science, Computer Engineering, and Applied Computing, CSCE 2023

Conference

Conference2023 Congress in Computer Science, Computer Engineering, and Applied Computing, CSCE 2023
Country/TerritoryUnited States
CityLas Vegas
Period24/07/2327/07/23

Bibliographical note

Publisher Copyright:
© 2023 IEEE.

Keywords

  • 360° VR video
  • a daptative hospitality marketing system
  • case-based reasoning
  • knowledge management
  • self-reported measures
  • VR images on hotel promotion

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