Virtual reality and the decision making process of German senior travelers: A cross-media comparison
Francisco Tigre Moura, Christina Nobis, Sandro Carnicelli · 2017
The study compared the influence of different communication media (Virtual reality, websites and brochures) on German senior travellers' behavioural intentions and perceptions towards a 4 star hotel. The data collection process involved two stages: first, a field experiment took place at a travel agency in Germany comparing all three communication media, followed by in-depth interviews with 26 participants to also generate exploratory findings of their perceptions towards the use of virtual reality during their decision making process. Statistical results indicated significant differences between the media, with a more positive impact induced by virtual reality. Findings from the in-depth interviews revealed cognitive and affective conclusions towards virtual reality use, regarding mostly usability and emotional issues.