Virtual Reality Implementation: A Study for Marriott Hotels

This report investigates the integration of virtual reality (VR) technology within the hospitality industry, focusing specifically on its potential implementation in Marriott Hotels. It employs a mixed research methodology, combining qualitative and quantitative approaches to gather comprehensive data from existing VR-integrated hotels and customer experiences. The study aims to answer key questions regarding the impact of VR on Marriott's revenue and competitive advantage, the financial requirements for successful implementation, potential adverse health effects on customers, and strategies for minimizing these effects. The research utilizes primary data sources such as hotels already using VR and customer surveys, interviews, and questionnaires to understand the technology's influence on customer experience and overall business performance. Ultimately, the report seeks to provide valuable insights for Marriott Hotels to make informed decisions about adopting and integrating VR technology into their services.

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VIRTUAL REALITY IN THE HOSPITALITY INDUSTRY
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VIRTUAL REALITY IN THE HOSPITALITY INDUSTRY
VIRTUAL REALITY IN THE HOSPITALITY INDUSTRY
Introduction
Virtual reality can basically be understood as a three dimensional computer generated simulations
of images or environment that can virtually be interacted in/ with a seemingly physical way by an
individual using specified electronic equipment such as gloves fitted with sensors and/ or 3D glasses.
According to the latest research reports, virtual reality (VR) is one of the biggest and fastest technological
trends that are being adopted into the entertainment industry (Jung et al, 2016, p. 630)
However, due to the positive and productive outcomes, businesses more especially the
hospitability industry is rapidly adopting the technology. With the experience offered by the virtual reality
technology, hospitality industries are optimally making the use of the invention in customizing and
improving the customer experience. This strategy is being adopted as an opportunity of gaining
competitive advantage over other potential competitors in the industry planning (Tussyadiah et al, 2018,
p.150).
Nevertheless, before any hospitality firm engaging in adopting and integrating the technology in
their services, it is typically important and substantial to have a critical understanding of the relevant
information. In other words, there is need to conduct a critical and thorough research so as to have the full
insight for the success of the program. This is because, according to the prevailing literatures, one of the
main causes of failures in service implementation is poor and inadequate data and planning (Tussyadiah
et al, 2018, p.150).
The type of research methodology to be used
With the intension of bringing out a more diversified, reliable and dependable findings, the study
will make use of mixed research methodology. This encompasses the integration of both qualitative and

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quantitative research methodologies. Mixed research methodology provides a more comprehensive
strategy of collecting data with a higher degree of accuracy.
Quantitative research methodology makes use of numerical values in measuring and approval of
variables. This is arrived to through the manipulation and analysis of tabular data to come up with a
reliant and applicable information. This method has mostly been adopted and recommended by scientific
researchers. It mainly engages survey, interview and other data collection methods (Tussyadiah et al,
2018, p.150).
On the other hand, qualitative research methodology makes use of descriptive information
gathered from reliable sources. Interview method has been highly recommended as one of the most
applicable data collection method. In other words, the data collected is interpreted without numerical
manipulations and thus it makes use of subject judgment while minimizing biasness (Jung et al, 2016, p.
630).
Reason for choosing the research methodology
Different arguments have been put forth by researchers on the reliability and dependability of
different research methodologies. Some have recommended qualitative research methodology as the most
appropriate and applicable research methodology and yet on the other hand, social researchers have
insisted that qualitative research method gives the most accurate research findings. This gives a core
understanding that both methods have the strengths and weaknesses depending on the area of use
(Zaitseva, et al., 2016, p. 7180).
Due to the preceding reasons, the researcher chooses to make use of both methods. This is aimed
at covering/ minimizing the weaknesses of both methods and maximizing their strengths. By so doing, it
is expected that the finding of the study will have minimal loopholes with basic reflection of the required
information.

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It is however of high importance to note that with the basic understanding of the argument of
qualitative and quantitative research methodology, the study will put more emphasis on qualitative
methodology as the study most fits the social research format planning (Tussyadiah et al, 2018, p.150).
The sources of primary research data
Basing on the fact that the reliability and dependability of any research study is solely determined
by the sources of the data and the effectiveness of the data collection process, the study will make use of
the most reliable sources.
The primary sources of data will typically include the hotels that are already adopting and
integrating the virtual reality technology (VR) in their services. This will aim at collecting firsthand and
reliable data for the establishment of the services into Marriott hotel planning (Tussyadiah et al, 2018,
p.150).
Furthermore, the experience of the customers who have ever undertaken/ used virtual reality
services will be collected. This will be done through survey, interview and questionnaire. During the data
collection from the clients of VR, the following questions may be asked;
 How was your experience in using the virtual reality technology?
 How did you hear about the virtual reality (VR)?
 What lured/ influenced you into using the service?
 Would you wish to reuse the service if granted chance?
 Is there anything you ruminate could be done to make it much better than it is?
The research questions;
In relation to the research findings, it has been imperatively reported that the hospitality industries
is using virtual reality for different purposes among which include; showing exotic locations and hotel
tours. These help in taking the customers through the hotel before the booking process. In other words,

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the clients are taken through the hotel in a virtual technology so as they can have a prior understanding of
the experience would be planning (Tussyadiah et al, 2018, p.150). The VR is also used for virtual travel
experience. For example, a customer is able to have a virtual flight to different destinations around the
world. Furthermore, it has also been used in virtual booking processes. In reference to the preceding the
reports, the research will therefore aim at answering the following questions;
 How can the integration of virtual reality (VR) impact the revenues of Marriott
hotel and its competitive advantage?
 What are the financial requirements needed for successful implementation of
virtual reality technology in Marriott?
 What are the likely adverse health effects that may arise to the customers as a
result of integrating the VR technology in the Marriott hotel services?
 How can the adverse effects of adopting virtual reality be minimized?

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REFERENCES
Jung, T., tom Dieck, M. C., Lee, H., & Chung, N. (2016). Effects of virtual reality and augmented reality
on visitor experiences in museum. In Information and Communication Technologies in Tourism
2016 (pp. 621-635). Springer, Cham.
Tussyadiah, I. P., Wang, D., Jung, T. H., & tom Dieck, M. C. (2018). Virtual reality, presence, and
attitude change: Empirical evidence from tourism. Tourism Management, 66, 140-154.
Zaitseva, N. A., Larionova, A. A., Yumatov, K. V., Korsunova, N. M., & Dmitrieva, N. V. (2016).
Assessment of the Impact of Globalization on the Introduction of Innovative Technology
Companies in the Hospitality Industry. International Journal of Environmental and Science
Education, 11(14), 7176-7185.