Self-Reported Measurement of the Impact of 360° VR Images on Affective and Cognitive Responses in Hotel Promotion

This study examines 360° Virtual Reality images for the promotion of hotel services and their impact on cognition and affective dimensions. The study employs self-reported measurement instruments to assess cognitive loads, affective responses, and attitudinal and behavioral intention responses. A boutique hotel was captured and visualized using the developed Experiential-sensory marketing adaptive system model for hospitality based on 360° VR, which allows potential guests to take tours with direct experiences. The results showed a low physical and mental demand, that the affective and behavioral responses are stronger, also evidencing hotel booking intentions, which allows to establish that the usefulness of adding resources with 360° images in hotel promotion are more attractive and influence the booking intention.