Exploring the Dimensions of Virtual Reality Experience Quality (VREQ) on Guest Booking Intention: A Technology Acceptance Perspective
DOI:
https://doi.org/10.24191/ji.v21i2.11364Keywords:
Booking Intention, Digital Marketing, Navigation Control, Sound Quality, Virtual Reality, Visual DesignAbstract
This study examines the impact of hotel websites’ virtual reality experience quality (VREQ) on guests’ booking intention, focusing on the role of immersive technology in digital marketing. As hotels increasingly adopt virtual reality to allow potential guests to explore environments before making reservations, identifying the specific dimensions of the user experience that drive behavior has become essential. This research investigates three key dimensions of VREQ: navigation control, sound quality, and visual design. A quantitative research approach was employed using a structured questionnaire distributed to individuals aged 18 and above with prior experience in hotel VR or 360-degree virtual tours. A total of 232 participants were involved in the study, and data were analyzed using multiple regression analysis via the Statistical Package for the Social Sciences (SPSS). The findings reveal that visual design characterized by high-quality graphics and aesthetic realism has a significant and positive effect on booking intention. In contrast, navigation control and sound quality were found to have no significant influence, suggesting these elements are perceived as basic functional requirements rather than decisive drivers of consumer choice. These results contribute theoretically by extending the Technology Acceptance Model (TAM) into the Virtual Reality (VR) hospitality context and practically by advising hotel managers and developers to prioritize visual fidelity to enhance telepresence and consumer confidence.
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