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The presented research project is entitled How augmented reality can impact on the guest experience of the hospitality industry in the UK. The choice of the topic is preconditioned by the increased importance of innovations in the modern business world. They create multiple opportunities and help to generate a competitive advantage by reconsidering old approaches and replacing them with new ones. Thus, global hospitality organisations are impacted by technologies and benefit from their application to perform various tasks and work with clients. At the same time, augmented reality allows hotels and other social businesses to improve the physical environment. In such a way, the research focuses on the impact augmented reality might have on the hospitality industry in the UK, the existing cliques’ perceptions about AR, its acceptance, convenience, and the ability to attract potential guests.
The central purpose of the research is to understand how the context of augmented reality can impact on the guest experience of the hospitality industry in the UK. The given aim is supported by the following research question:
What are the features of augmented reality that could be used as a competitive advantage in improving the guest experience in the hospitality industry?
Moreover, to structure the research and ensure that all vital issues are covered, the following research objectives are formulated:
- To analyse the impact of augmented reality on the hospitality industry in the UK
- To explore how the characteristics of augmented can enhance the guest experience of the hospitality industry in the UK
- To recommend on how augmented reality can be integrated as a part of the marketing strategy for the hospitality industry in the UK
The nature of the research presupposes the use of a particular research methodology. The positivism philosophy combined with a deductive approach is viewed as an approach useful in investigating the impact of virtual reality on the guest experience in the hospitality industry. The quantitative data collection methods are used to collect credible information and evaluate the influence of virtual reality on the guest experience. This paradigm also presupposes using surveys and close-ended questionnaires to gather data among respondents. At the same time, convenience sampling is utilised to select participants for the research.
Using the research methodology mentioned above, the following findings are acquired:
- 57.50% of respondents know about augmented reality
- 44.74% have used augmented reality applications
- 51.52% have utilised the technology once, 39.3% have utilised more than two to three times, and 9.09% have used them more than three times
- 82.86% would be choosing hotels on the basis of the AR
- Almost all mobile devices allow using AR
- 46.67% agree that using AR in hotels is needed
- 77.14% will be utilising the AR apps as it will help in visualising the hotels and other services from home
These numbers evidence the high acceptability levels and numerous options of using AR in the sphere to improve guests’ experiences.
The practical utility and importance of the research come from its ability to fill existing gaps in knowledge related to the problem. Thus, the project highlights how individuals view AR and their experiences in using it for different purposes. Moreover, the study shows that individuals and hotels are ready to accept it as a way to attract the attention of new guests and entertain them. Finally, the investigation describes how AR can be useful in reconsidering the work of the hospitability industry and create digitalised environments.
Altogether, using results acquired by quantitative data collection tools, we conclude that AR becomes a vital and practical tool that can improve the guest experience and attract new clients. For this reason, mobile augmented reality apps should be used to create pleasurable and enjoyable experiences. Innovations, such as 360° interactive virtual tools, can be useful for clients. The existing level of digitalisation and contemporary environment are beneficial for implementing AR in most hotels. That is why it can be recommended to devote much attention to exploring the given technology and integrating it into the industry.
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