Hybrid system architecture model for the generation of 360° VR virtual tours for education, marketing, and tourism

Abstract

Experience is the main component of experiential marketing, guiding consumers to actively participate and respond in the purchasing process. When associated with the emerging technology of 360° VR videos, it offers significant opportunities for users and organizations. The methodology used consists of 5 phases: user test characterization, establishment of the theoretical framework, design and implementation, and evaluation of functional tests and system effectiveness. The model allows for the visualization of tourist areas and hotel environments in 360° VR, using convolutional neural networks for the automated labeling of images to compose tours based on recommendations from the Case-Based Reasoning (CBR) subsystem. Functionality tests for the division components, image labeling, and tour composition, according to user profiles recommended by CBR, were satisfactory. The evaluation of system effectiveness with self-reported tests of 360° VR visualizations compared to 2D images from a hotel website was also positive. The model can contribute to improving reservation intent and brand image because immersive experiences can trigger effects in affective, attitudinal/behavioral, and cognitive dimensions.