Abstract

This study investigates how hotel guests’ booking decisions are impacted by virtual reality (VR) technology in the hospitality sector. Understanding how virtual reality tours affect consumers’ decision-making processes, as well as the advantages and disadvantages of new technology, was the main goal. A researched questionnaire was conducted using hand carried and through a Google form with 150 hotel guests, The selected used purposive sampling to select participants with prior experience in VR-based hotel bookings intentionally. Data was analyzed using statistical treatment. The findings revealed that virtual reality technology significantly influences customer booking decisions. Participants reported that photos, videos, and customer reviews integrated into VR tours played a major role in shaping their perceptions and trust in hotels. Photos provided clear and accurate representations of hotel amenities while videos helped customers gain a realistic sense of the hotel’s environment. Customer reviews embedded in virtual reality tours further reinforced trust and aided in decision-making. Despite the beneficial influence of virtual reality on consumer trust and sense of hotel quality, the findings indicated that there was potential for development in developing stronger emotional ties. While virtual reality tours fostered some level of emotional attachment, participants expressed a desire for a more immersive and engaging experience that could deepen their emotional connection to the hotel.

Keywords: Virtual reality (VR), Booking behavior, Immersive experience, Customer engagement, Travel marketing