Experiential Marketing Tourism and Hospitality Tours Generation Hybrid Model
Abstract
The emergence of immersive technologies presents unprecedented opportunities for both users and organizations. This paper explores the future of digital marketing as a new ecosystem wherein innovative marketing strategies enable organizations to communicate with their customer base in ways previously unattainable, reshaping traditional marketing concepts into novel and unimaginable actions. This study proposes an experiential marketing tourism and hospitality tours generation hybrid model. The model focuses on generating virtual tours based on 360° VR videos, specifically designed for hotel environments, their surroundings, and tourist zones. The immersive environment proposal includes the design of user interface prototypes and incorporates the automated division of 360° videos using convolutional neural networks. Subsequently, personalized tours are composed based on user profiles, utilizing a Case-Based Reasoning (CBR). Functionality tests for the video division and labeling component, as well as the composition of tours according to user profiles recommended by the CBR, yielded satisfactory results. The application of this system has the potential to positively influence reservation intentions and enhance brand image. Immersive experiences have the capability to trigger effects in affective, attitudinal/behavioral, and cognitive dimensions.
References
Ahn, J. Consideration of rosy-and blue-side attachment with integrated resort brands. J. Destin. Mark. Manag. 13 (2019), 1–9.
Alagoz, S., and Ekici, N. Experiential marketing and vacation experience: The sample of turkish airlines*. Procedia - Social and Behavioral Sciences 150 (2014), 500–510.
Amer, R., and Tmeme, A. A. Hybrid deep learning model for singing voice separation. MENDEL 27, 2 (2021), 44–50. https://doi.org/10.13164/mendel.2021.2.044.
Barrera, K. G., and Shah, D. Marketing in the metaverse: Conceptual understanding, framework, and research agenda. Journal of Business Research 155 (2023), 113420.
Beck, J., Rainoldi, M., and Egger, R. Virtual reality in tourism: a state-of-the-art review. Tourism Review 74, 3 (2019), 586–612.
Bergmann, R., Althoff, K., Minor, M., Reichle, M., and Bach, K. Case-base reasoning introduction and recent developments. German Journal on Artificial Intelligence 23, 1 (2009), 5–11.
Burdea, G., and Coiffet, P. Virtual Reality Technology. John Wiley & Sons, 2003. ISBN: 978-0-471-36089-6.
Chen, C., Su, P., Jiang, J., and Lin, M. Research on the impact of cultural and creative industry experiential marketing on brand trust and customer loyalty. Inter. J. Organ. Innov. 14 (2022), 295–309.
Chen, S., Pan, Z., and Zhang, M. A virtual informal learning system for cultural heritage. In Transactions on Edutainment VII, Z. Pan, A. Cheok, W. Muller, M. Chang, and M. Zhang, Eds., vol. 7145 of Lecture Notes in Computer Science. Springer Berlin Heidelberg, 2012.
Choi, Y. K., and Taylor, C. R. How do 3-dimensional images promote products on the internet? Journal of Business Research 67, 10 (2014), 2164–2170.
Dwivedi, Y. K. Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management 66 (2022), 102542.
Gauquier, L. D., Brengman, M., Willems, K., and Kerrebroeck, H. V. Leveraging advertising to a higher dimension: Experimental research on the impact of virtual reality on brand personality impressions. Virtual Reality 23 (2018), 235–253.
Gonzalez, A. J., Xu, L., and Gupta, U. M. Validation techniques for case-based reasoning systems. IEEE Transactions on Systems, Man, and Cybernetics - Part A: Systems and Humans 28, 4 (1998), 465–477. https://doi.org/10.1109/3468.686707.
Gutierrez, M., Vexo, F., and Thalmann, D. Stepping into virtual reality. London: Springer- Verlag, 2008. https://doi.org/10.1007/978-1-84800-117-6.
Herrewijn, L., and Poels, K. Poner las marcas en juego: c´omo la dificultad del juego y las experiencias de los jugadores influyen en la efectividad de la publicidad en el juego. Revista Internacional de Publicidad 32, 1 (2013), 17–44.
Hoyer, W., Kroschke, M., Schmitt, B., Kraume, K., and Shankar, V. Transforming the customer experience through new technologies. Journal of interactive marketing 51, 1 (2020), 57–71.
Kablan, Z., and Erden, M. Instructional efficiency of integrated and separated text with animated presentations in computer-based science instruction. Computers & Education 51, 2 (2008), 660–668.
Kerrebroeck, H. V., Brengman, M., and Willems, K. Escaping the crowd: An experimental study on the impact of a virtual reality experience in a shopping mall. Computers in Human Behavior 77 (2017), 437–450.
Krishna, A. An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology 22, 3 (2012), 332–351. https://doi.org/10.1016/j.jcps.2011.08.003.
Lavie, N. Perceptual load as a necessary condition for selective attention. Journal of Experimental Psychology: Human Perception and Performance 21, 3 (1995), 451–468.
Macedonio, M. F., Parsons, T. D., Diguiseppe, R. A., Weiderhold, B. A., and Rizzo, A. A. Immersiveness and physiological arousal within panoramic video-based virtual reality. Cyber Psychology & Behavior 10, 4 (2007), 508–515.
Mehrabian, A., and Russell, J. A. An approach to environmental psychology. USA: The Massachusetts Institute of Technology, 1974.
Oh, J., and Cho, N. Study on the role of media in the building of interpersonal trust. Korean Management Science Review 33, 2 (2016), 29–47. https://doi.org/10.7737/kmsr.2016.33.2.029.
Ortet, C., Veloso, A., and Costa, L. V. Cycling through 360 virtual reality tourism for senior citizens: Empirical analysis of an assistive technology. Sensors 22, 16 (2022), 6169.
Paas, F., Gerven, P. V., and Tabbers, H. The Cognitive Aging Principle in Multimedia Learning. Cambridge University Press, 2005, p. 339–351.
Park, N. K., and Farr, C. A. The effects of lighting on consumers’ emotions and behavioral intentions in a retail environment: A crosscultural comparison. Journal of International Design 33, 1 (2007), 17–32.
Popic, J., Boskovic, B., and Brest, J. Deep learning and the game of checkers. MENDEL 27, 2 (2021), 1–6. https://doi.org/10.13164/mendel.2021.2.001.
Quecara, S., and Alfaro, L. 360° virtual reality video tours generation model for hospitality, tourism and education using case-based reasoning. In 2023 IEEE World Eng. Educ. Conf. (EDUNINE), Bogota, Colombia (2023).
Ravald, A., and Gronroos, C. The value concept and relationship marketing. European Journal of Marketing 30, 2 (1996), 19–30.
Sailema, J., Vargas, J., and Medina, R. Bibliometric and contextual analysis of the scientific production of sensory marketing. Religaci´on: Journal of social sciences and humanities 7, 31 (2022), 17.
Schmitt, B. Experiential marketing. J. Mark. Manag. 15 (1999), 53–67.
Shah, D., and Murthi, B. Marketing in a data-driven digital world: Implications for the role and scope of marketing. J. Bus. Res. 125 (2021), 772–779.
Shetty, K., and Fitzsimmons, J. The effect of brand personality congruence, brand attachment and brand love on loyalty among henry’s in the luxury branding sector. J. Fash. Mark. Manag. 26 (2021), 21–35.
Slevitch, L., and Oh, H. Relationship between attribute performance and customer satisfaction: A new perspective. International Journal of Hospitality Management 29, 4 (2010), 559–569.
Stoyanova, J., Brito, P. Q., Georgieva, P., and Milanova, M. Comparison of consumer purchase intention between interactive and augmented reality shopping platforms through statistical analyses. In International Symposium on Innovations in Intelligent Systems and Applications (2015), pp. 1–8.
Soderlund, M. Measuring customer loyalty with multiitem scales: A case of caution. International Journal of Service Industry Management 17, 1 (2006), 76–98.
Vyvey, T., Castellar, E. N., and Looy, J. V. Loaded with fun? the impact of enjoyment and cognitive load on brand retention in digital games. Journal of Interactive Advertising 18, 1 (2018), 72–82.
Wang, J., and Calder, B. Media transportation and advertising. Journal of Consumer Research 33, 2 (2006), 151–162. https://doi.org/10.1086/506296.
Copyright (c) 2023 MENDEL
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
MENDEL open access articles are normally published under a Creative Commons Attribution-NonCommercial-ShareAlike (CC BY-NC-SA 4.0) https://creativecommons.org/licenses/by-nc-sa/4.0/ . Under the CC BY-NC-SA 4.0 license permitted 3rd party reuse is only applicable for non-commercial purposes. Articles posted under the CC BY-NC-SA 4.0 license allow users to share, copy, and redistribute the material in any medium of format, and adapt, remix, transform, and build upon the material for any purpose. Reusing under the CC BY-NC-SA 4.0 license requires that appropriate attribution to the source of the material must be included along with a link to the license, with any changes made to the original material indicated.
