Immersive Technologies in Marketing: State of the Art and a Software Architecture Proposal

Abstract

After conducting the historical review of marketing and especially experiential marketing, which considers various types of experiences such as sensations, feelings, thoughts, actions and relationships, seeking in the consumer greater satisfaction and therefore greater effectiveness in the action of marketing, as well as establishing the state of the art of immersive technologies and their applications in marketing, the authors propose a software architecture model for hotel services, which includes the description of hardware and software elements for development and implementation. The model would make it possible to bring customers closer to experiences that are very close to reality, based on their profiles and characteristics, previously treated by a recommendation module included in the proposal, a fact that supports the decision of purchase, with a high degree of adaptation to their needs and requirements. The proposal and development of the model with attributes of originality, aims to contribute to the development and technological innovation of marketing in the hotel industry. Finally, conclusions and recommendations for future work are established.

As dinâmicas da inovação tecnológica no setor hoteleiro em tempos de pandemia da Covid-19 na cidade do Rio de Janeiro

“…Apesar do contexto da pandemia da Covid-19 ter impulsionado o uso de tecnologia na hotelaria, sabe-se que antes da Covid-19 já havia estudos sobre tecnologia no setor hoteleiro que identificaram a utilização de ferramentas tecnológicas na prestação de serviço com a finalidade de melhorar os procedimentos operacionais, personalizar os serviços e fidelizar os clientes (Lei, Wang & Rob, 2019;Verevka, 2019;Ahmad & Scott, 2018;Balasubramanian & Ragavan, 2019;Willie, 2019;Gil-Saura, Ruiz-Molina & Servera-Francés, 2019); Alfaro et. al, 2019;Montargot & Lahouel, 2017;Lai & Hung, 2017).…”

Knowledge Construction by Immersion in Virtual Reality Environments

“…Similarly, a certain feeling of dizziness may occur after a prolonged period of use. Current applications are focused on the world of entertainment, education [43], Marketing [44], Knowledge Management, Rehabilitation [45], etc.…”

“…"Stereoscopy" is another important feature of immersive VR, since it allows the user to perceive the depth of the object being observed, thus adapting to the natural way of seeing the world around us, which is generated using binocular vision, to create the illusion of perceiving objects in 3D, using two images taken from different positions, thus recreating human vision in 3D [46]. The sensation of depth is a very important element of VR, which gives the user an idea of the position of the objects shown, for which various configurations of lights, shadows, colors, transparencies, and even shapes are used [44] [47] [48]. That is why stereoscopy is an excellent alternative to improving depth perception [49].…”

Digital platform based on geomarketing as an improvement in micro and small enterprises

“…Nowadays digital platforms have become one of the usual ways for citizens to access goods and services [11], especially for young people [12], [13]. Being one of the elements that are helping to redefine the way we travel, move around the city, get information, shop, make purchases, entertain ourselves, participate in public debates or meet people [14].…”