Experiential Marketing Tourism and Hospitality Tours Generation Hybrid Model

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dc.contributor.authorAlfaro, Luis
dc.contributor.authorRivera, Claudia
dc.contributor.authorLuna-Urquizo, Jorge
dc.contributor.authorArroyo-Paz, Antonio
dc.contributor.authorDelgado, Lucy
dc.contributor.authorCastañeda, Elisa
dc.coverage.issue2cs
dc.coverage.volume29cs
dc.date.accessioned2024-01-11T09:48:06Z
dc.date.available2024-01-11T09:48:06Z
dc.date.issued2023-12-31cs
dc.description.abstractThe emergence of immersive technologies presents unprecedented opportunities for both users and organizations. This paper explores the future of digital marketing as a new ecosystem wherein innovative marketing strategies enable organizations to communicate with their customer base in ways previously unattainable, reshaping traditional marketing concepts into novel and unimaginable actions. This study proposes an experiential marketing tourism and hospitality tours generation hybrid model. The model focuses on generating virtual tours based on 360° VR videos, specifically designed for hotel environments, their surroundings, and tourist zones. The immersive environment proposal includes the design of user interface prototypes and incorporates the automated division of 360° videos using convolutional neural networks. Subsequently, personalized tours are composed based on user profiles, utilizing a Case-Based Reasoning (CBR). Functionality tests for the video division and labeling component, as well as the composition of tours according to user profiles recommended by the CBR, yielded satisfactory results. The application of this system has the potential to positively influence reservation intentions and enhance brand image. Immersive experiences have the capability to trigger effects in affective, attitudinal/behavioral, and cognitive dimensions.en
dc.formattextcs
dc.format.extent273-282cs
dc.format.mimetypeapplication/pdfen
dc.identifier.citationMendel. 2023 vol. 29, č. 2, s. 273-282. ISSN 1803-3814cs
dc.identifier.doi10.13164/mendel.2023.2.273en
dc.identifier.issn2571-3701
dc.identifier.issn1803-3814
dc.identifier.urihttps://hdl.handle.net/11012/244254
dc.language.isoencs
dc.publisherInstitute of Automation and Computer Science, Brno University of Technologycs
dc.relation.ispartofMendelcs
dc.relation.urihttps://mendel-journal.org/index.php/mendel/article/view/292cs
dc.rightsCreative Commons Attribution-NonCommercial-ShareAlike 4.0 International licenseen
dc.rights.accessopenAccessen
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0en
dc.subjectExperiential Marketingen
dc.subjectImmersive Technologiesen
dc.subjectVirtual Reality Immersionen
dc.subjectCase Base Reasoningen
dc.subjectCNN Networksen
dc.titleExperiential Marketing Tourism and Hospitality Tours Generation Hybrid Modelen
dc.type.driverarticleen
dc.type.statusPeer-revieweden
dc.type.versionpublishedVersionen
eprints.affiliatedInstitution.facultyFakulta strojního inženýrstvícs
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