A barrier or a booster? Apply Augmented Reality to hospitality advertisement in Dubai. Take Rove Hotels for example.
| Autor: | Li-Wen Liu, 劉莉雯 |
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| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 107 This professional thesis main objective was to analyze the potential benefits of applying augmented reality to the mobile advertisement for the hospitality sector in Dubai, United Arab Emirates. Applying augmented reality technology to the hotel advertisement on mobile phones is where people can have the experience easily. The potential benefits described here as a better user experience and an increase in marketing effectiveness. This study chooses Rove Hotels, a local 3-star hotel brand belongs to Emaar Hospitality Group, to design the experiments and gathered 123 participants to report their experience in the survey. This study used a quantitative method with SPSS statistical analysis to examine the user experience and marketing effectiveness of the augmented reality advertisement. Finally, this research verified the hypothesis with the results of augmented reality technology plays a moderator to the relationship between attitude towards advertisement to marketing effectiveness. These results also provided implications to the marketing professionals in Dubai that positive user experience has yield positive outcomes to purchase intention and social media engagement with the help of augmented reality technology. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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