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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.
Die Digitalisierung aller Lebensbereiche ist kein Technik-, sondern ein Systemwechsel. Alles, was wir im Netz tun, wird verdatet; idealiter prenatal bis postmortal. Dieser Datenpool wird mit immer ausgefeilteren Algorithmen des Big Data Mining analysiert und mit Methoden der Empirie, Statistik und Mustererkennung ausgewertet. Der Mensch wird zum Datensatz. Je früher Menschen psychometrisch vermessen werden können, desto exaktere Persönlichkeits-, Lern- und Leistungsprofile entstehen – und umso leichter ist die Einflussnahme. Das ist der Grund für die Forderung nach Digitaltechnik in KiTas und Grundschulen. Menschen werden daran gewöhnt zu tun, was Maschinen ihnen sagen. Das ist Gegenaufklärung aus dem Silicon Valley per App und Web. Wie Alternativen aussehen können, zeigt dieser Beitrag.