Experiential-sensorial adaptive system model for hospitality based on 360° VR videos and case-based reasoning

Area of Science:

• Computer Science
• Marketing Technology
• Human-Computer Interaction

Background:

• Traditional hotel marketing often lacks personalized engagement.
• Virtual reality (VR) offers immersive experiences with potential for affective, cognitive, attitudinal, and behavioral responses.
• 360° videos provide a cost-effective VR solution for showcasing hotel environments.

Purpose of the Study:

• To propose an adaptive software architecture for hotel promotion using Case-based Reasoning (CBR) and 360° VR videos.
• To evaluate the impact of immersive VR experiences on user dimensions (affective, cognitive, attitudinal, behavioral).
• To assess the influence of these VR-induced responses on booking intention and attitude.

Main Methods:

• Development of an adaptive software architecture integrating CBR and 360° VR video.
• Quasi-experimental study involving young participants visualizing boutique hotel environments.
• Evaluation of user responses across affective, cognitive, attitudinal, and behavioral dimensions.

Main Results:

• The proposed architecture effectively generates personalized hotel promotion experiences.
• Visualization of hotel environments via 360° VR videos significantly influences user responses.
• User responses in VR environments correlate with changes in booking intention and attitude.

Conclusions:

• Adaptive software architecture using CBR and 360° VR videos is effective for hotel marketing.
• Immersive VR experiences can be leveraged to enhance user engagement and influence booking decisions.
• Future research should explore diverse user demographics and advanced VR technologies.