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Skip to 0 minutes and 24 seconds Virtual reality, I think quite many people are familiar with that. Particularly in the market right now using a few dollars, two dollars, five dollars, you can buy a pair of glasses, and you can put on your iPhone , you download the video actually you can watch it. The virtual reality, which means what? You go into the reality but it’s virtue. For example, if you want to visit some places, a destination, for example, you want to go to Washington DC you have never been to. That creates the video in Washington DC, you wear the glass, you can go to Washington DC or maybe even you go to the White House.

Skip to 1 minute and 6 seconds You walking from room to room, from the highway to each room, you just like and you go into.

Skip to 1 minute and 11 seconds Now, some students, when I did that presentation some of them asked me questions: Does that mean in the future you don’t need to travel? I said no, because why? Because virtue that only gives you two senses. One sense is your hearing, one sense your seeing, but you don’t have other sense, Which means you cannot touch it, cannot feel it. And also you sometimes want to travel, you want to eat the food, you taste it, you smell it. You do not have that kind of environment, it’s very narrow environment. You right now in the reality, but the virtual reality can provide you assimilate physical presence in the virtual area.

Skip to 1 minute and 54 seconds This is quite popular right now in different areas, and also in quite many hotels and restaurants and also some destination, they use the virtual reality to promote their products, which means letting people feel. for example, if you had a wedding party and you can wear the dress, you just go into the wedding hall, and you can experience that hotel provides wedding service and in mind how you feel, or maybe you want to go to honeymoon. They can provide something let you feel. That’s very good. It provides very good promotion tools for the customer, and also you can feel how you like it. Eventually, you will probably use their service or maybe buy the products.

Skip to 2 minutes and 44 seconds There is a short video and it just uses virtual reality techniques in the restaurant. sometimes you want to go to restaurant, you want to see how people cook your food, how people serve your food, but you’ve never been to. So use the video, you wear the glasses actually you can see all different reality but in the virtual environment.

Skip to 4 minutes and 58 seconds One of our master students did a study and by using virtual reality experimental study, the purpose of the study is she wants to know the hotel room, and what kind of emotion will different of hotel room give to customers, how they perceive the color and the decoration of the room. Of course, we cannot ask hotel to decorate a room based on our need, so she worked with our other department at the university, for interior design, and we just made a virtual hotel room.

Skip to 5 minutes and 44 seconds Use different color, different hues and also different lights, which means the brightness, so that is two times two times two, which means two hues, blue or red color, two level of saturation, a high versus low, and two levels of brightness , high or low. So there’s a two times two times two, totally it has eight conditions. So she used the virtual reality techniques to create eight different kinds of rooms, and ask people to wear the virtual reality glasses, going to the hotel room with different combinations, and actually eight randomly signed students, fifty students for each group. Some part shows, this is basic model of the room, then this is a page in caterers.

Skip to 6 minutes and 39 seconds This blue and red represented three different kinds of conditions. I’m not expert in color because that is interior design, they have a special term to adjust the color, they also use different codes. One is blue, one is red, for example. So the combination they create a color treatment for eight different conditions, based on the variables of hues, saturation, and brightness and also color. They use different codes to create, but that is basically from the scientific way they used the color code to decorate the room. Based on that room, they come up that different color of room with that eight different hues and brightness based on eight different colors to generate eight different rooms in the virtual reality sense.

Skip to 7 minutes and 40 seconds Then participants wear the virtual reality glasses and they go into the room, and after going into the room, then ask them to express their emotion. For example, this is the assessment to pre-circled the option that describe how you finish the following statement, for example, after looking at the color scheme in the hotel room. I feel excited, I feel enjoyable, I feel whatever. That is the measurement after people are where the virtual reality that is treatment. Or maybe next one is asking them to characterize your experience in the environment by circling the appropriate number of the seven point scale in accordance with the question content and descriptive labels.

Skip to 8 minutes and 34 seconds So this are two sides, one is from being very excited, one is from being not very excited. So this is the experiment to measurement based on participants, they went through the virtual reality, actually, they wore glasses just like they went into the hotel room to get some feeling. So, this is the one thing of a virtual reality, actually you can do a quite many things you can do, then how you decorate the hotel, a lobby, the banquet, the restaurants, out of things, or maybe even the destination, you want to plan the destination, the travel destination, or maybe theme park, maybe some museums and so on.

Skip to 9 minutes and 16 seconds So this technology actually can be used for treatment to get people’s emotion and their experience too.

Virtual reality

By the end of this video, you will have a good understanding of how to use virtual reality techniques to know tourists’ perceptions from Professor Qu Hailin .

Do you think virtual reality technology can replace the travel experience? Why?

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This video is from the free online course:

Research Methods in Tourism Studies

Nankai University