eprintid: 373
rev_number: 12
eprint_status: archive
userid: 64
dir: disk0/00/00/03/73
datestamp: 2021-03-20 22:30:46
lastmod: 2021-03-20 22:34:13
status_changed: 2021-03-20 22:30:46
type: thesis
metadata_visibility: show
creators_name: Yu, Chia An
corp_creators: Majella Mulhall
title: To Study the Impact of Virtual Reality (VR) on Online 
Accommodation Booking Platforms (OABP) in order to 
Improve the Overall Customer Experience.
ispublished: submitted
subjects: H1
subjects: HM
subjects: T1
divisions: MscIBM
full_text_status: public
keywords: Virtual reality, Online Accommodation Booking Platforms (OABP), Customer Experience.
abstract: Nowadays, the reservation of accommodation such as hotels and B&Bs can be made via online booking platform. The online accommodation booking platform (OABP) is gaining popularity since it provides functionality and 
convenience to the customer. Virtual reality (VR) is an emerging technology in the tourism and hospitality industries, but there is a lack of research into this era 
such as the effects of VR as a room display tool on OABP.
This dissertation investigated the motivation of customers to use 3D VR room tour on OABP and explored the process that VR improves the customer online booking experience and gain the customer confidence in the OABP. Lastly, compare the efficiency between VR and the normal online booking experience of the customer. The current research adopted the extended Stimulus-Organism-Response (S-O-R) conceptual framework of the decision�making process to evaluate the VR system implements on OABP.
In order to offer a better understanding of the research objectives, this research employed the semi-structured interview and qualitative approach to collect 
the in-depth opinion of the participants. The interview consisted of eleven participants and separated into two groups in the different perspective section which are OABP customers (guests) and professionals (host/hotelier)
The result of this research discussed the issue of inaccurate accommodation room view and the anxiety derived from the unknown accommodation as the reasons for customers to use 3D VR room tour. Therefore, the affective response and cognitive response of customers stimulated by the authentic experience of VR reinforced their trust and confidence to the website then improved their visit intention and purchase decision of the accommodations.However, due to a lack of study regarding using VR on the booking website, and also 3D VR room tour not as a frequent room display tool on OABP, there 
was still some limitation of sample size in analysing the similarities and differences between the participants.
date: 2020-08-28
date_type: submitted
institution: Griffith College
department: Graduate Business School: MSc in International Business Management
thesis_type: masters
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citation:   Yu, Chia An  (2020) To Study the Impact of Virtual Reality (VR) on Online Accommodation Booking Platforms (OABP) in order to Improve the Overall Customer Experience.  Masters thesis, Griffith College.   
document_url: http://go.griffith.ie/373/1/Chia%20An%20Yu.pdf
document_url: http://go.griffith.ie/373/2/Chia%20An%20Yu.txt