The Impact of Virtual Reality on Hotel Room Reservation : Investigating the Impact of VR on Hotel Booking as Perceived by the Young Generation
Licha, Constance; Querné, Nell (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202404268042
https://urn.fi/URN:NBN:fi:amk-202404268042
Tiivistelmä
This thesis explores the impact of virtual reality (VR) on the hotel booking process. As virtual reality technology continues to develop and spread, hotels have begun to integrate VR experiences into their marketing and booking strategies. This research aims to understand how VR is transforming customer decisions when booking hotel rooms and how it is affecting the competitiveness of the industry.
The study uses a quantitative method and a primary data approach to gather information and data on the impact of VR on hotel bookings as perceived by the younger generation. The authors used a bipolar UX questionnaire to carry out their research and received responses from consumers interested in the research topic. Using a quantitative questionnaire that questioned 104 Generation Z and Millennials, the authors were able to identify the key drivers for the adoption of VR technology in hotel bookings, in order to assess its impact on intention to book a room and customer satisfaction.
The data was collected and analysed using SPSS statistical analysis software.
Key findings reveal that the technological (sig. 0,203 is higher than 0,05), cognitive (sig.0,867) and emotional (sig.0,380) variables are not significant and have no real impact on the intention to book a hotel room using virtual reality. The variables that were statistically significant were economic, empathic, and interpersonal with sig <0.001.
Based on the results, the authors conclude that economic, empathic, and interpersonal aspects significantly influence hotel room bookings with the use of VR.
The study uses a quantitative method and a primary data approach to gather information and data on the impact of VR on hotel bookings as perceived by the younger generation. The authors used a bipolar UX questionnaire to carry out their research and received responses from consumers interested in the research topic. Using a quantitative questionnaire that questioned 104 Generation Z and Millennials, the authors were able to identify the key drivers for the adoption of VR technology in hotel bookings, in order to assess its impact on intention to book a room and customer satisfaction.
The data was collected and analysed using SPSS statistical analysis software.
Key findings reveal that the technological (sig. 0,203 is higher than 0,05), cognitive (sig.0,867) and emotional (sig.0,380) variables are not significant and have no real impact on the intention to book a hotel room using virtual reality. The variables that were statistically significant were economic, empathic, and interpersonal with sig <0.001.
Based on the results, the authors conclude that economic, empathic, and interpersonal aspects significantly influence hotel room bookings with the use of VR.