Abstract
This paper proposes an adaptive software archi-tecture focused on hotel marketing based on immersive virtual reality (VRI) with 360° videos, which includes a component based on Case-Based Reasoning (CBR) to provide experiences that correspond to the analysis of user profiles. For the validation of the system, considering that the use of VR can trigger experi-ences in several dimensions, affective, attitudinal and behavioral responses, as well as the cognitive load were evaluated using visu-alizations of 2D photographs contained in hotel websites , which were compared with 360° videos in a VRI environment. To test the hypotheses, a quasi-experimental study was conducted with an independent sample group, in which subjects were randomly assigned to the two types of visualizations. The contribution of the article lies in the incorporation of marketing concepts and approaches in VRI experiences with 360° videos through virtual objects that are used by the software architecture, as well as in the proposed validation of the effectiveness of the proposal.
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