Analyzing the Virtual Reality Experiential Dimensions at the Game Centers of Tourist Destinations

Resumo

The Virtual Reality (VR) games are attracting the attention of the customers lately since they have been offering the most immersive experience through amusement park rides such as VR roller coasters and VR games related to adventure, thrill, scary etc. Bangalore being a gem of the tourist destination and an IT hub was chosen for the study as it has the greatest potential of offering various VR experiences to the customers. The top 6 Bangalore's VR game centers were selected based on the popularity and review count from Trip advisor and Google reviews websites. Analyzing user generated contents have become the intriguing part of business research to find valuable marketing insights in better decision making. An integrated framework is implemented which includes web-data scraping, data pre-processing, AI model designing, sentiment analysis, logistic regression model, support vector machine model to gain insights about VR experiential satisfaction and the factors contributing to it. The AI model, logistic regression predicted the VR experiential satisfaction and support vector machine model classified the VR experiential dimensions. The empirical findings shows that the majority of the customers are extremely satisfied with the VR experiences and illusion and immersion are the major influencing factors for experiential satisfaction.