Virtual reality is so cool! How technology innovativeness shapes consumer responses to service preview modes |
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| Affiliation: | 1. Jonathan M. Tisch Center of Hospitality, New York University, 7 East 12th St, New York, NY 10003, USA;2. Department of Human Sciences, The Ohio State University, 1787 Neil Ave, Columbus, OH 43210, USA;3. Carson College of Business, Washington State University, 915 N Broadway, Everett, WA 98201, USA;1. Media Effects Research Laboratory, The Pennsylvania State University, University Park, PA, USA;2. Department of Interaction Science, Sungkyunkwan University, Seoul, Republic of Korea;3. Department of Communication, Indiana University-Purdue University Fort Wayne, Fort Wayne, IN, USA;1. School of Hospitality and Tourism Management, University of Surrey, 56AP02 Austin Pearce Building, Guildford, GU2 7XH, United Kingdom;2. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST East, Kowloon, Hong Kong;3. Faculty of Business and Law, Manchester Metropolitan University, C2.27 Cavendish Building, Cavendish Street, Manchester, M15 6BG, United Kingdom;4. Faculty of Business and Law, Manchester Metropolitan University, Righton Building, Cavendish Street, Manchester, M15 6BG, UK |
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| Abstract: | Today’s hospitality brands often gain a competitive advantage through being cool and employing cutting edge technologies. Virtual Reality (VR) is one of the most novel tools to advertise brands, introduce new products/services, and draw customers. Despite the marketing potential of VR, there is scant research revealing the psychological processes associated with the use of VR as a cool technology. To bridge the gap in the current literature, this research examines how consumers with different degrees of technology innovativeness respond to marketing of hospitality brands through three main service preview modes: VR, static images, and 360° tour. The findings from a lab experiment show that as consumers’ technology innovativeness increases, VR boosts self-brand connection that consequently elevates their visit intentions toward the hotel brand. The findings from this study would help hospitality marketers better target their efforts at a specific consumer segment. |
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| Keywords: | VR Coolness Self-brand connection Innovativeness Hotel Technology |
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