EE267 Virtual Reality In The Hospitality Industry

1. What type of research methodology will you use in your proposal? Why did you choose this methodology?

 

2. What sources of primary data will you include in your research proposal? If you will create a survey, questionnaire,

 

3. what types of questions will you ask? What type of data will be useful in answering your research question?

This is my research topic.....Mariott recently began using Virtual Reality (VR) to show guests exotic locations like Maui, complete with the salt smell of the ocean. Other hotel chains are also beginning to embrace VR options for marketing their locations. You are the Marketing Director of a hotel chain with unique locations that often have to “be seen to be appreciated fully”. You have wondered if adding a VR component to your marketing plan would increase revenue in these areas.

Introduction

Virtual reality can basically be understood as a three dimensional computer generated simulations of images or environment that can virtually be interacted in/ with a seemingly physical way by an individual using specified electronic equipment such as gloves fitted with sensors and/ or3D glasses. According to the latest research reports, virtual reality (VR) is one of the biggest and fastest technological trends that are being adopted into the entertainment industry(Jung et al, 2016, p.630)

However, due to the positive and productive outcomes, businesses more especially the hospitability industry is rapidly adopting the technology. With the experience offered by the virtual reality technology, hospitality industries are optimally making the use of the invention in customizing and improving the customer experience. This strategy is being adopted as an opportunity of gaining competitive advantage over other potential competitors in the industryplanning (Tussyadiah et al, 2018, p.150).

Nevertheless, before any hospitality firmengaging in adopting and integrating the technology in their services, it is typically important and substantial to have a critical understanding of the relevant information. In other words, there is need to conduct a critical and thorough researchso as to have the full insight for the success of the program.This is because, according to the prevailing literatures, one of the main causes of failures in service implementation is poor and inadequate data and planning (Tussyadiah et al, 2018, p.150).

The type of research methodology to be used

With the intension of bringing out a more diversified, reliable and dependable findings, the study will make use of mixed research methodology. This encompasses the integration of both qualitative and quantitative research methodologies. Mixed research methodology provides a more comprehensive strategy of collecting data with a higher degree of accuracy.

Quantitative research methodology makes use of numerical values in measuring and approval of variables. This is arrived to through the manipulation and analysis of tabular data to come up with a reliant and applicable information. This method has mostly been adopted and recommended by scientific researchers. It mainly engages survey, interview and other data collection methods (Tussyadiah et al, 2018, p.150).

On the other hand, qualitative research methodology makes use of descriptive information gathered from reliable sources. Interview method has been highly recommended as one of the most applicable data collection method. In other words, the data collected is interpreted without numerical manipulations and thus it makes use of subject judgment while minimizing biasness (Jung et al, 2016, p. 630).

Reason for choosing the research methodology

Different arguments have been put forth by researcherson the reliability and dependability of different research methodologies. Some have recommended qualitative research methodology as the most appropriate and applicable research methodology and yet on the other hand, social researchers have insisted that qualitative research method gives the most accurate research findings.This gives a core understanding that both methods have the strengths and weaknesses depending on the area of use (Zaitseva, et al., 2016, p. 7180).

Due to the preceding reasons, the researcher chooses to make use of both methods. This is aimed at covering/ minimizing the weaknesses of both methods and maximizing their strengths. By so doing, it is expected that the finding of the study will have minimal loopholes with basic reflection of the required information.

It is however of high importance to note thatwith the basic understanding of the argument of qualitative and quantitative research methodology, the study will put more emphasis on qualitative methodology as the study most fits the social research format planning (Tussyadiah et al, 2018, p.150).

The sources of primary research data

Basing on the fact that the reliability and dependability of any research study is solely determined by the sources of the data and the effectiveness of the data collection process, the study will make use of the most reliable sources.

The primary sources of data will typically include the hotels that are already adopting and integrating the virtual reality technology (VR) in their services. This will aim at collecting firsthand and reliable data for the establishment of the services into Marriott hotel planning (Tussyadiah et al, 2018, p.150).

Furthermore, the experience of the customers who have ever undertaken/ used virtual reality services will be collected. This will be done through survey, interview and questionnaire. During the data collection from the clients of VR, the following questions may be asked;

• How was your experience in using the virtual reality technology?
• How did you hear about the virtual reality (VR)?
• What lured/ influenced you into using the service?
• Would you wish to reuse the service if granted chance?
• Is there anything you ruminate could be done to make it much better than it is?

The research questions;

In relation to the research findings, it has been imperatively reported that the hospitality industries is using virtual reality for different purposes among which include; showing exotic locations and hotel tours. These help in taking the customers through the hotel before the booking process. In other words, the clients are taken through the hotel in a virtual technology so as they can have a prior understanding of the experience would be planning (Tussyadiah et al, 2018, p.150). The VR is also used for virtual travel experience. For example, a customer is able to have a virtual flight to different destinations around the world. Furthermore, it has also been used in virtual booking processes.In reference to the preceding the reports, the research will therefore aim at answering the following questions;

• How can the integration of virtual reality (VR) impact the revenues of Marriott hotel and its competitive advantage?
• What are the financial requirements needed for successful implementation of virtual reality technology in Marriott?
• What are the likely adverse health effects that may arise to the customers as a result of integrating the VR technology in the Marriott hotel services?
• How can the adverse effects of adopting virtual reality be minimized? 

References

Jung, T., tom Dieck, M. C., Lee, H., & Chung, N. (2016). Effects of virtual reality and augmented reality on visitor experiences in museum. In Information and Communication Technologies in Tourism 2016 (pp. 621-635). Springer, Cham.

Tussyadiah, I. P., Wang, D., Jung, T. H., & tom Dieck, M. C. (2018). Virtual reality, presence, and attitude change: Empirical evidence from tourism. Tourism Management, 66, 140-154.

Zaitseva, N. A., Larionova, A. A., Yumatov, K. V., Korsunova, N. M., &Dmitrieva, N. V. (2016). Assessment of the Impact of Globalization on the Introduction of Innovative Technology Companies in the Hospitality Industry. International Journal of Environmental and Science Education, 11(14), 7176-7185.