To Study the Impact of Virtual Reality (VR) on Online Accommodation Booking Platforms (OABP) in order to Improve the Overall Customer Experience.

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.

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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.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Virtual reality, Online Accommodation Booking Platforms (OABP), Customer Experience.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HM Sociology
T Technology > T Technology (General)
Divisions: Graduate Business School > MSc in International Business Management
Depositing User: Ms Tehseen Faisal
Date Deposited: 20 Mar 2021 22:30
Last Modified: 20 Mar 2021 22:34

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