The Impact of Technologies as an Alternative Reality on Business in Hotel Industry: Virtual, Augmented, and Artificial

Abstract

Technologies like virtual reality (VR), augmented reality (AR), and artificial intelligence (AI) impact the decision-making process related to the creation of tourist offers. The aim of this chapter is to analyse the exigency of application technologies in the tourism industry from the aspect of business, in order to demonstrate the readiness of certain organisations to apply alternative reality technologies. This chapter analyses the attitudes of top, middle, and operational managers in 3-star, 4-star, and 5-star hotels at the regional level of Dubrovnik-Neretva county in order to assess the necessity for businesses in the hotel industry to adopt alternative reality technologies as well as the key benefits and opportunities that come with it. Empirical research was conducted using a convenience purposive sample of managers in order to determine the relationship between the application of specific technologies and tourism organisations. Statistical methods were used to evaluate the data in order to test the importance of the respondent’s examination attitudes. The results reflect the state of hotel organisations in terms of the usefulness that technologies as alternative forms of reality can provide them in business and point to the increasing adaptation of the tourist sector for the application of such technologies.

Citation

Portolan, A. and Stanković, M. (2024), "The Impact of Technologies as an Alternative Reality on Business in Hotel Industry: Virtual, Augmented, and Artificial", Islam, N.U., Chaudhary, M. and Vukadin, I.M. (Ed.) Tourism in a VUCA World: Managing the Future of Tourism, Emerald Publishing Limited, Leeds, pp. 65-76. https://doi.org/10.1108/978-1-83753-674-020241005