Enhancing the customer experience with virtual and augmented reality: The impact of content and device type

Orus, C. (Universidad de Zaragoza) ; Ibánez-Sánchez, S. (Universidad de Zaragoza) ; Flavian, C. (Universidad de Zaragoza)

Resumen: Virtual and augmented reality are changing how companies interact with customers. However, previous research has paid little attention to compare their effectiveness. This study focuses on the perceptions of presence elicited by different types of contents (real or digital) and embodied devices (head-mounted display or smartphone), and their impact on user''s pre-experiences with hotels. Results from a lab experiment show that contents with high levels of factual realism (360-degree videos) have a positive influence on perceptions of presence, ease of imagination, and visual appeal, and on booking intentions. These effects are stronger when high embodied devices (head-mounted displays) are applied. Additionally, presence positively influences ease of imagination and visual appeal, which mediate the impact of content on booking intentions. These findings stress the importance of inducing presence as a key driver for behavioral intentions in hospitality. The comparative influence of conventional VR and AR experiences is also discussed.

Idioma: Inglés

DOI: 10.1016/j.ijhm.2021.103019

Año: 2021

Publicado en: International Journal of Hospitality Management 98 (2021), 103019 [13 pp.]
ISSN: 0278-4319

Factor impacto JCR: 10.427 (2021)

Categ. JCR: HOSPITALITY, LEISURE, SPORT & TOURISM rank: 5 / 58 = 0.086 (2021) - Q1 - T1

Factor impacto CITESCORE: 12.9 - Business, Management and Accounting (Q1)

Factor impacto SCIMAGO: 2.512 - Tourism, Leisure and Hospitality Management (Q1) - Strategy and Management (Q1)

Financiación: info:eu-repo/grantAgreement/ES/DGA-FSE/S20-20R METODO Research Group
Financiación: info:eu-repo/grantAgreement/ES/MICIU/PID2019-105468RB-I00

Tipo y forma: Article (Published version)

Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)