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Virtual reality in the hotel industry: assessing the acceptance
of immersive hotel presentation
Kai Israel1 , Dieter K. Tscheulin2 and Christopher Zerres3*
Received: 16/02/2018 Accepted: 28/07/2018


1University of Applied Sciences Offenburg, Department of Media and Information, Badstraße 24, 77652 Offenburg, Germany
2University of Freiburg, Department of Business Administration, Platz der Alten Synagoge, 79085 Freiburg, Germany
3University of Applied Sciences Offenburg, Department of Media and Information, Badstraße 24, 77652 Offenburg, Germany. Phone: 0049 7812054749, E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
*Corresponding author



In the hotel industry, it is crucial to reduce the inherent information asymmetry with regard to the goods offered. This asymmetry can be minimised through the use of smartphone-based virtual reality applications (SBVRs), which allow virtual simulation of real experiences and thus enable more efficient information retrieval. The aim of the study is to determine for the first time the user acceptance of these immersive hotel presentations for assessing the performance of a travel accommodation. For this purpose, the Technology Acceptance Model (TAM) was used to explain the acceptance behaviour for this new technology. A virtual reality application was specially developed, in which the participants could explore a hotel virtually. A total of 569 participants took part in the study. The structural equation model and the hypotheses were tested using a Partial Least Squares (PLS) analysis. The results illustrate that the immersive product experience leads to more efficient information gathering. The perceived usefulness significantly affects the attitude towards using the technology as well as the intention to use it. In contrast to the traditional TAM, the perceived ease of use of SBVRs has no effect on the perceived usefulness or attitude towards using the technology.

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Keywords: Virtual reality, User acceptance, Smartphone, Immersive experiences, Travel accommodation, Telepresence

Citation: Israel, K., D. Tscheulin and C. Zerres (2019) Virtual reality in the hotel industry: assessingthe acceptance of immersive hotel presentation. European Journal of Tourism Research 21, pp. 5-22
European Journal of Š¢ourism Research