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Complex tourism products with intangible service components are difficult to explain to potential customers. This research elaborates the use of virtual reality (VR) in the field of shore excursions. A theoretical research model based on the technology acceptance model was developed, and hypotheses were proposed. Cruise passengers were invited to test 360° excursion images on a landing page. Data was collected using an online questionnaire. Finally, data was analyzed using the PLS-SEM method. The results provide theoretical implications on technology acceptance model (TAM) research in the field of cruise tourism. Furthermore, the results and implications indicate the potential of virtual 360° shore excursion presentations for the cruise industry.
Virtual reality (VR) offers the opportunity to create virtual worlds that could replace real experiences. This research investigates the influence of user motivation, temporal distance and experience type on the satisfaction with the VR experience, and the degree of acceptance of a VR experience as a substitute for a real experience. The results suggest that the degree of acceptance of a VR experience as a substitute for a real experience is higher for passive VR experiences compared to active VR experiences. Furthermore, the results support the assumption that users are more satisfied with passive VR experiences.
When shopping online, it is usually not possible to view products in the same way as you are used to when shopping offline. With augmented reality (AR), it is not only possible to view the product in detail, but also to view it at home in the real environment. Such an AR application sets stimuli that can affect the users and their purchase decision and Word-of-mouth intention. In this work, we assume that when viewing a product in AR, not only affective internal states but also cognitive perception processes have an impact on purchase decision and Word-of-mouth intention. While positive affective reactions have already been studied in the context of AR, this paper will also describe inner cognitive perception processes, using the construct of AR authenticity. To test these assumptions, a study was conducted with 155 participants. The results show that both the purchase intention and the Word-of-mouth intention are influenced by the constructs of positive affective reactions and AR authenticity.
Well-designed and informative product presentations can support consumers in making purchase decisions. There are plenty of facts and details about a product of interest. However, also emotions are an important aspect for the purchase decision. The unique visualization opportunities of virtual reality (VR) can give users of VR applications the feeling of being there (telepresence). The applications can intensely engage them in a flow experience, comprising the four dimensions of enjoyment, curiosity, focused attention and control. In this work, we claim that VR product presentations can create subjective product experiences for consumers and motivate them to reuse this innovative type of product presentation in the future, by immersing them in a virtual world and causing them to interact with it. To verify the conceptual model a study was conducted with 551 participants who explored a VR hotel application. The results indicate that VR product presentations evoke positive emotions among consumers. The virtual experience made potential customers focus their attention on the virtual world and aroused their curiosity about getting more information about the product in an enjoyable way. In contrast to the theoretical assumption, control did not influence the users’ behavioral intentions to reuse VR product presentation. We conclude that VR product presentations create a feeling of telepresence, which leads to a flow experience that contributes to the behavioral intention of users to reuse VR product presentations in the future.
Virtual reality in the hotel industry: assessing the acceptance of immersive hotel presentation
(2019)
In the hotel industry, it is crucial to reduce the inherent information asymmetry with regard to the goods offered. This asymmetry can be minimised through the use of smartphone-based virtual reality applications (SBVRs), which allow virtual simulation of real experiences and thus enable more efficient information retrieval. The aim of the study is to determine for the first time the user acceptance of these immersive hotel presentations for assessing the performance of a travel accommodation. For this purpose, the Technology Acceptance Model (TAM) was used to explain the acceptance behaviour for this new technology. A virtual reality application was specially developed, in which the participants could explore a hotel virtually. A total of 569 participants took part in the study. The structural equation model and the hypotheses were tested using a Partial Least Squares (PLS) analysis. The results illustrate that the immersive product experience leads to more efficient information gathering. The perceived usefulness significantly affects the attitude towards using the technology as well as the intention to use it. In contrast to the traditional TAM, the perceived ease of use of SBVRs has no effect on the perceived usefulness or attitude towards using the technology.
Purpose
The purpose of this study is to investigate the effects of telepresence while using a smartphone-based virtual reality system (SBVR) to explore a hotel virtually and to determine the influence of this immersive experience on the booking intention of the potential customer.
Design/methodology/approach
Within the scope of this study, a conceptual research model was developed which covered utilitarian and hedonic aspects of the user experience of SBVRs and showed their relevance for the booking intention. A virtual reality application was programmed especially for the study, in which the test persons were able to virtually explore a hotel complex. A total of 569 people participated in the study. A questionnaire was used for the data collection. The structural equation modelling and hypothesis verification were carried out using the partial least squares method.
Findings
The immersive feeling of telepresence increases the perceived enjoyment and usefulness of the potential customer. In addition, the user's curiosity is aroused by the telepresence, which also significantly increases the perceived enjoyment as well as the perceived usefulness. The hedonic and utilitarian value of the virtual hotel experience increases the probability that the customer will book the travel accommodation.
Research limitations/implications
The virtual reality application developed for the study is based on static panoramic images and does not contain audio-visual elements (e.g. sound, video, animation). Audio-visual elements might increase the degree of immersion and could therefore be investigated in future research.
Practical implications
The results of the study show that the SBVR is a suitable marketing tool to present hotels in an informative and entertaining way, and can thereby increase sales and profits.
Originality/value
For the first time, this study investigates the potential of SBVRs for the virtual product presentation of hotels and provides empirical evidence that the availability of this innovative form of presentation leads to a higher booking intention.
For e-commerce retailers it is crucial to present their products both informatively and attractively. Virtual reality (VR) systems represent a new marketing tool that supports customers in their decision-making process and offers an extraordinary product experience. Despite these advantages, the use of this technology for e-commerce retailers is also associated with risks, namely cybersickness. The aim of the study is to investigate the occurrence of cybersickness in the context of the customer’s perceived enjoyment and the perceived challenge of a VR product presentation. Based on a conceptual research framework, a laboratory study with 533 participants was conducted to determine the influence of these factors on the occurrence of cybersickness. The results demonstrate that the perceived challenge has a substantially stronger impact on the occurrence of cybersickness, which can only be partially reduced by perceived enjoyment. When realizing VR applications in general and VR product presentations in particular, e-commerce retailers should therefore first minimize possible challenges instead of focusing primarily on entertainment aspects of such applications.