Virtual reality is so cool! How technology innovativeness shapes consumer responses to service preview modes

Abstract

• A lab experiment detects that VR is perceived as cooler than images and 360° tour. • Technology innovative consumers respond more favorably to VR than static images. • Such consumers respond equally well to 360° tour as to VR preview mode. • VR motivates their visit intention through heightened self-brand connection. Today’s hospitality brands often gain a competitive advantage through being cool and employing cutting edge technologies. Virtual Reality (VR) is one of the most novel tools to advertise brands, introduce new products/services, and draw customers. Despite the marketing potential of VR, there is scant research revealing the psychological processes associated with the use of VR as a cool technology. To bridge the gap in the current literature, this research examines how consumers with different degrees of technology innovativeness respond to marketing of hospitality brands through three main service preview modes: VR, static images, and 360° tour. The findings from a lab experiment show that as consumers’ technology innovativeness increases, VR boosts self-brand connection that consequently elevates their visit intentions toward the hotel brand. The findings from this study would help hospitality marketers better target their efforts at a specific consumer segment.