Experiential Marketing through Virtual Reality: A Study based on the Hospitality Industry in Sri Lanka

This study aims to examine how Virtual Reality (VR) can be used for experiential marketing in the hospitality industry in Sri Lanka. This study was conducted using the qualitative research methodology by adopting phenomenology as the research approach to capture the respondents' experiences regarding VR. Data was collected using in-depth semi-structured interviews with eight respondents, and data analysis was conducted using the generic strategy. As per the findings, the VR experience is explained under two themes. First, VR is an innovative marketing medium that offers opportunities to attract prospective customers. The second findings show that VR provides an immersive user experience that facilitates hotels to reach their customers with higher interactions. The motives for implementing VR are identified under four themes: powerful digital experiential marketing strategy, ability to avoid seasonal factors, adapting to the dynamic business environment and boosting HR effectiveness. Therefore, the findings of this study are significant since this is the first attempt to explain VR from the perspective of hoteliers and industry professionals, which has multiple implications for enriching the hospitality industry in the future. Further, the study's exploratory nature opens opportunities for future research.