Executive Summary
This report examines how traditional photos compare to two different types of virtual reality (VR) images (static and 360°) when used as promotional tools for hotels. An experimental study by Slevitch et al.(2022), which utilized multiple types of measures, served as the foundation for the recommendations. The results showed that static VR images performed the same way as traditional photos, however the 360° VR images had a more positive impact on participants’ emotional responses and were more engaging than other images. This suggests that 360° VR images are better for hotel promotions, especially when initial impressions, such as interest and excitement are the main concern. The results also showed that using physiological measurements (i.e. fNIR, skin conductivity, and eye tracking devices) can give a more accurate picture of how people feel about something than just asking them in a survey.
Recommended Citation
Slevitch, Lisa; Chandrasekera, Tilanka; and Mejia Puig, Luis
(2023)
"Virtual Reality images as a tool in hotel promotions: is it effective and worth investment?,"
ICHRIE Research Reports: Vol. 8:
Iss.
1, Article 3.
Available at:
https://via.library.depaul.edu/ichrie_rr/vol8/iss1/3
Included in
Advertising and Promotion Management Commons, Hospitality Administration and Management Commons, Marketing Commons, Technology and Innovation Commons
