مجلة المنتدى للدراسات والابحاث الاقتصادية
Volume 9, Numéro 2, Pages 510-521
2025-12-07
Virtual Reality And Its Effect On Brand Image In Hospitality Sector
Authors : Bendjebbara Isshak .
Abstract
Virtual reality (VR) is a technology that has been adopted in many fields since its emergence, and its application in the hospitality sector appears to be beneficial for hotels. The aim of this study is to examine the influence of virtual reality-based experiential marketing approach determinants on hotel brand image. For this purpose, a virtual reality experience was created for an hotel in Algeria, and a quantitative study was conducted subsequently. The results obtained after analyzing the data using the structural equation modelling method (PLS-PM), demonstrate that (sense, think, and act) determinants have a significative influence on brand image, and virtual reality technology positively affects and strengthens the brand image of hotels.
Keywords
Virtual reality (VR) ; Experiential marketing ; Brand image
Les articles similaires
Sayah Fatima
.
pages 281-296.
Bendjebbara Isshak
.
Nouala Meriem
.
pages 924-947.
Gouacem Narimane
.
Attallah Lahcen
.
pages 884-903.
Ferroudj Mohamed Amine
.
pages 90-102.
