Augmented and virtual reality in hotels: Impact on tourist satisfaction and intention to stay and return
本研究通过定量方法验证了一个概念模型，发现增强现实和虚拟现实的易用性、创新性和有用性正向影响游客满意度，从而促进酒店预订和回访，但感知风险对回访意愿无显著抑制作用。
Augmented reality (AR) and virtual reality (VR) have emerged as transformative technologies, revolutionizing the way tourists engage with hospitality service providers. A prime application is facilitating hotel bookings. Employing quantitative methods, this study establishes and validates a conceptual model that deciphers tourists’ inclinations towards hotel reservations and returns via AR and VR. Findings indicate that the perceived ease of use, innovativeness, and usefulness of AR and VR positively influence tourists’ satisfaction, driving them to embrace these technologies for hotel bookings. While there might be underlying concerns about associated risks, these risks do not significantly deter repeat visits. Consequently, this study illuminates the immense potential of AR and VR in elevating tourist experiences and promoting revisits. Hoteliers and marketers are advised to leverage these findings, fine-tuning their strategies to synchronize with this tech evolution and cater to evolving tourist expectations.