Virtual Reality for Enhancing Customer Value in Sri Lankan Hospitality and Tourism Industry: Perspective of Industry Experts

Abstract

With the heat of emerging the Metaverse concept, the application of Virtual Reality (VR) technology has been elevated. VR’s importance is continuously growing due to its distinctive core traits, especially in the tourism and hospitality sectors. It is imperative to explore how VR adds value to its users. Therefore, the purpose of this study is to explore how tourism and hospitality industry service providers effectively engage with VR technology to enhance customer value. The study used qualitative research methodology and the phenomenological approach to extract the essence of this specific phenomenon. By unifying the noema, noesis, and intentionality concepts, the researchers captured the eight respondents' experiences regarding VR. Data collection was undertaken using in-depth interviews with respondents and analysis of data was completed using the generic qualitative data analysis procedure. As per the findings, from the service provider’s perspective, VR technology adds value to the customers of the hospitality and tourism industries in two ways; addressing customer issues through utility and by developing pleasant sensations. The result of this research study allows hoteliers to comprehend the importance of utilising VR to gain a sustainable competitive advantage by enhancing customer value. This research query will shine a new light on modern tourism and hospitality industry. VR technology is evolving rapidly, therefore future research should be constantly re-validated through continuous investigation of how VR can be used in the hospitality and tourism industry.