Virtual Reality and Augmented Reality Applications in Hotel Businesses

Yıl 2020, Cilt: 17 Sayı: 3, 464 - 479, 30.10.2020

Melih Kabadayı

https://doi.org/10.24010/soid.696483

Cited By: 3

Öz

Since the product offered by hotels is intangible weighted, the inclusion of technological tools in marketing activities at the point of reducing uncertainty provides a number of conveniences. At this point, particular virtual reality and augmented reality technologies in produce highly effective solutions for businesses. In this context, the purpose of the study is to examine the augmented reality and virtual reality applications used in hotel businesses. One of the methods of qualitative research, the document analysis technique was used in the research. Current studies in the related literature and data on the internet have been used. As a result, it has been seen that use of augmented reality and virtual reality applications in hotel businesses has been used to a very limited extent.

Anahtar Kelimeler

Virtual reality, Augmented reality, Hotel establishments, Marketing.

Otel İşletmelerinde Sanal Gerçeklik ve Artırılmış Gerçeklik Uygulamaları

Öz

Otel işletmelerinde sunulan ürünlerin ağırlıklı olarak soyut olmaları, dolayısıyla belirsizliğin azaltılması noktasında teknolojik araçların pazarlama faaliyetlerine dâhil edilmesi birtakım kolaylıklar sağlamaktadır. Bu noktada özellikle sanal gerçeklik ve artırılmış gerçeklik teknolojileri, işletmeler için oldukça etkili çözümler üretmektedir. Bu bağlamda çalışmanın amacı, otel işletmelerinde kullanılan artırılmış gerçeklik ve sanal gerçeklik uygulamalarını incelemektir. Araştırmada nitel araştırma yöntemlerinden biri olan doküman analizi tekniği kullanılmıştır. Konuya ilişkin alanyazındaki mevcut çalışmalardan ve internet ortamındaki verilerden yararlanılmıştır. Sonuç olarak farklı otel işletmelerinde, artırılmış gerçeklik ve sanal gerçeklik ile ilgili çeşitli uygulamaların kullanıldığı belirlenmiştir. Bu uygulamalar ile otel işletmelerinin hizmet kalitesini artırmayı amaçladıkları sonucuna varılmıştır.

Anahtar Kelimeler

Sanal gerçeklik, Artırılmış gerçeklik, Otel işletmeleri, Pazarlama

Kaynakça

• Azuma, R. T. (1997). A survey of augmented reality. Presence: Teleoperators & Virtual Environments, 6(4), 355-385.
• Bajura, M., & Neumann, U. (1995, March). Dynamic registration correction in augmented-reality systems. In Proceedings Virtual Reality Annual International Symposium'95 (pp. 189-196). IEEE.
• Billinghurst, M. (2002). Augmented reality in education. New horizons for learning, 12(5), 1-5.
• Cankül, D., Doğan, A., & Sönmez, B. (2018). Yiyecek-İçecek İşletmelerinde İnovasyon ve Artırılmış Gerçeklik Uygulamaları. İşletme Araştırmaları Dergisi Journal of Business Research-Turk, 10(3).
• Chiao, H. M., Chen, Y. L., & Huang, W. H. (2018). Examining the usability of an online virtual tour-guiding platform for cultural tourism education. Journal of Hospitality, Leisure, Sport & Tourism Education, 23, 29-38.
• De Oliveira, R. K., & Correa, C. (2017). Virtual Reality como estratégia para o marketing turístico. Virtual Reality, 10(23).
• Feiner, S., MacIntyre, B., & Höllerer, T. (1999, March). Wearing it out: First steps toward mobile augmented reality systems. In First International Symposium on Mixed Reality (ISMR’99) 74-81.
• Guttentag, D. A. (2010). Virtual reality: Applications and implications for tourism. Tourism Management, 31(5), 637-651.
• Hjalager, A. M. (2015). 100 innovations that transformed tourism. Journal of Travel Research, 54(1), 3-21.
• İlhan, İ., & Çeltek, E. (2016). Mobil Pazarlama: Turizmde Artırılmış Gerçeklik Kullanımı. Gaziantep University Journal of Social Sciences, 15(2), 581-599.
• Karasar, S. (2004). Egitimde Yeni Iletisim Teknolojileri-Internet Ve Sanal Yüksek Egitim. TOJET: The Turkish Online Journal of Educational Technology, 3(4).
• Kečkeš, A. L., & Tomičić, I. (2017). Augmented reality in tourism–research and applications overview. Interdisciplinary Description of Complex Systems: INDECS, 15(2), 157-167.
• Kounavis, C. D., Kasimati, A. E., & Zamani, E. D. (2012). Enhancing the tourism experience through mobile augmented reality: Challenges and prospects. International Journal of Engineering Business Management, 4, 10.
• Lee, K. (2012). Augmented reality in education and training. TechTrends, 56(2), 13-21.
• Lee, O., & Oh, J. E. (2007). The impact of virtual reality functions of a hotel website on travel anxiety. Cyberpsychology & Behavior, 10(4), 584-586.
• Milgram, P., & Kishino, F. (1994). A taxonomy of mixed reality visual displays. IEICE Transactions on Information and Systems, 77(12), 1321-1329.
• Neuburger, L., Beck, J., & Egger, R. (2018). the ‘Phygital’tourist experience: the Use of augmented and Virtual reality in Destination Marketing. In Tourism Planning and Destination Marketing (pp. 183-202). Emerald Publishing Limited.
• Özbek, Ö., & Ünüsan, Ç. (2018). Artırılmış Gerçeklik Uygulamalarının Destinasyon Pazarlamasında İncelenmesi: Seyahat Acentaları İle İlgili Bir Araştırma. Journal of International Social Research, 11(59).
• Poupyrev, I., Tan, D. S., Billinghurst, M., Kato, H., Regenbrecht, H., & Tetsutani, N. (2002). Developing a generic augmented-reality interface. Computer, 35(3), 44-50.
• Van Krevelen, D. W. F., & Poelman, R. (2010). A survey of augmented reality technologies, applications and limitations. International journal of virtual reality, 9(2), 1-20.
• Wang, Q., Green, M., & Shaw, C. (1995). EM-an environment manager for building networked virtual environments. In Proceedings Virtual Reality Annual International Symposium'95 (pp. 11-18). IEEE.
• İnternet Kaynakları:
• Marriott. (2019). https://news.marriott.com/news /2015/09/09/marriott-hotels-introduces-the-first-ever-in-room-virtual-reality-travel-experience (14.12.2019).
• Appadvice. (2020). https://appadvice.com/app/omni-hotels-live/656972000 (12.02.2020).
• Appadvice. (2019). https://appadvice.com/app/ tuscany/ 365739194 (15.12.2019).
• Brandchannel (2020). https://www.brandchannel.com /2018/12/18/5-questions-lifewtr-pepsico-stacy-taffet/ (21.02.2020).
• Carmelon-Digital. (2019). https://www.carmelon-digital. com/articles/ar-for-hotels/ (10.12.2019).
• Digitaltrends. (2019). https://www.digitaltrends.com/ mobile/residence-inn-blippar-bring-augmented-reality-to-hotels/ (17.12.2019).
• Framestorevr. (2019). http://framestorevr.com/ marriott (09.12.2019).
• Framestorevr. (2020). FrameStore VR Studio. http:// framestorevr.com/marriott-vr-postcards (10.02.2020).
• GCH Hotel Group. (2019). https://www.gchhotelgroup. com/en/virtual-reality (14.02.2020).
• G-Switch (2020). https://g-switch.org/tr/avrupa/ingiltere/ londra/affordable-stylish-london-hotels-4088377/ (20.02.2020).
• Hospitalitytech. (2019). https://hospitalitytech.com /how-hotels-are-using-beacons-and-augmented-reality (16.12.2019).
• Hotelbusiness. (2019). https://www.hotelbusiness.com/ omni-hotels-resorts-revamps-ad-campaign-with-high-tech-effect/ (14.12.2019).
• Hotelmanagement. (2019). https://www.hotelmanagement. net/tech/hotel-zetta-introduces-virtual-reality-experiences (14.12.2019).
• Hotelpyramide. (2020). http://hotelpyramide.com/ (20.02.2020).
• Lockerdome. (2020). https://lockerdome.com/ 6292273352687937/807195 60334 40532 (21.02.2020).
• MGM Grand. (2019). https://mgmgrand.mgmresorts.com/en/ entertainment/virtual-reality.html (16.12.2019).
• MGM Resorts. (2020). https://www.mgmresorts.com /en/things-to-do/mgm-grand-las-vegas/level-up.html (20.02.2020).
• Marriott. (2019). https://news.marriott.com/news /2015/06/04/residence-inn-spices-up-social-hour-for-travelers (16.12.2019).
• Marriott. (2019). news.marriott.com (14.12.2019).
• Perey. (2019). https://www.perey.com/Augmented RealityForBasel/winners-andawards/ (14.12.2019).
• Press Opera. (2019). https://press.opera.com/2016/04/26/ hilton-hotels-resorts-is-early-adopter-of-interactive-360-mobile-video-technology/ (16.12.2019).
• Retaildive. (2019). https://www.retaildive.com/ex/mobile commercedaily/ omni-hotels-resorts-brings-print-ads-to-life-via-augmented-reality (15.12.2019).
• Revfine. (2019). https://www.revfine.com/augmented-reality-hospitality-industry/ (13.12.2019).
• Ritz Carlton. (2019). https://www.ritzcarlton.com/en/hotels/ europe/penha-longa/spa (10.12.2019).
• Stylus. (2019). https://www.stylus.com/qqsqrx (10.12.2019).
• Telset. (2020). https://telset.id/151724/apple-patenkan-teknologi-augmented-reality-maps/ (20.02.2020).
• Youtube. (2020). https://www.youtube.com/watch?v= tnRJaHZH9lo (20.02.2020).
• Youtube. (2020). https://www.youtube.com/watch?v= FeD255ANw0E (21.02.2020).
• Youtube. (2020). https://www.youtube.com/watch?v= u6pA4sVVJV0 (21.02.2020).