Purpose

This qualitative study aims to investigate the critical success factors (CSFs) driving the adoption of virtual reality (VR) in the hospitality industry, shedding light on key determinants for successful implementation.

Design/methodology/approach

Drawing on a diverse set of interviews conducted in Italy, Pakistan, the USA and Turkey, this study uses thematic analysis facilitated by NVivo 12 to comprehensively explore and identify the CSFs influencing VR adoption within the global hospitality industry.

Findings

This study identifies distinct CSFs at various phases of VR adoption in the hospitality industry. Preimplementation emphasizes budget planning and stakeholder engagement, implementation highlights safety training and feedback mechanisms and postimplementation underscores the importance of innovation, feedback utilization and maintenance for sustained success. These findings offer a strategic roadmap for VR integration in hospitality.

Practical implications

The study informs hospitality industry stakeholders of crucial success factors for VR adoption, thereby guiding strategic decision-making. Sustained VR integration success is ensured by emphasizing budget planning, stakeholder engagement, safety training, feedback mechanisms and postimplementation innovation.

Originality/value

To the best of the authors’ knowledge, this groundbreaking research is the first in-depth investigation into CSFs for the adoption of VR in the hospitality industry. This research advances our understanding of and provides fresh guidance for effective VR integration by revealing novel insights into the key variables at various deployment phases.

中文翻译：

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探索酒店业采用虚拟现实的关键成功因素

 目的

这项定性研究旨在调查推动酒店行业采用虚拟现实 (VR) 的关键成功因素 (CSF)，揭示成功实施的关键决定因素。

设计/方法论/途径

本研究借鉴在意大利、巴基斯坦、美国和土耳其进行的一系列采访，利用 NVivo 12 辅助的主题分析来全面探索和确定影响全球酒店业 VR 采用的关键成功因素。

 发现

这项研究确定了酒店业采用 VR 的各个阶段的不同关键成功因素。实施前强调预算规划和利益相关者参与，实施强调安全培训和反馈机制，实施后强调创新、反馈利用和维护对于持续成功的重要性。这些发现为 VR 在酒店业的整合提供了战略路线图。

 实际影响

该研究向酒店业利益相关者介绍了采用 VR 的关键成功因素，从而指导战略决策。通过强调预算规划、利益相关者参与、安全培训、反馈机制和实施后创新，确保 VR 集成的持续成功。

 原创性/价值

据作者所知，这项开创性的研究是对酒店行业采用 VR 的关键成功因素的首次深入调查。这项研究通过揭示不同部署阶段关键变量的新见解，增进了我们对有效 VR 集成的理解，并为有效的 VR 集成提供了新的指导。