The emergence of virtual reality (VR) technology has revolutionized various
industries, including tourism and hospitality. This research investigates the influence of
VR technology on tourist experiences, with a focus on its application in the hospitality
sector. Utilizing a mixed-methods approach, this study combines quantitative surveys
and qualitative interviews to gather comprehensive insights. The quantitative analysis
employs regression analysis to assess the relationship between VR usage and tourist
satisfaction, while the qualitative interviews provide a deeper understanding and
context. The sampling technique employed for this study is purposive sampling.
Purposive sampling allows for the selection of participants who have specific
characteristics or experiences relevant to the research topic. In this case, participants
were selected based on their engagement with virtual reality technology in tourism and
hospitality settings. This sampling method ensures that the study captures insights from
individuals who have firsthand experience with VR technology and its impact on
tourist experiences.
The sample size for this study consists of 150 participants. This sample size ensures
adequate representation of diverse perspectives and experiences within the target
population. Additionally, a larger sample size enhances the reliability and
generalizability of the findings.
Preliminary findings suggested a positive correlation between VR usage and tourist
satisfaction, highlighting the potential of VR technology to enhance the overall guest
experience in hospitality settings. Qualitative insights reveal themes such as increased
immersion, emotional connection, and enhanced decision-making processes among VR
users.
The implications of this research may extend to hospitality businesses seeking
innovative ways to differentiate themselves and improve customer experiences. By understanding the impact of VR technology on tourist behaviours and perceptions,
businesses can strategically implement VR solutions to create memorable and engaging
experiences for their guests.
Keywords: Hospitality, Technology, Tourism, Tourist, Virtual Reality (VR).
