Utilizing Virtual Reality in the Restaurant Industry in order to Increase Sales

AmirAbbas Mirakhorloo

Master's thesis

Abstract:

In recent years, virtual reality technology has grown in acceptance and use across a range of industries, from entertainment and education to healthcare and engineering. Although virtual reality (VR) might be advantageous for restaurants, there hasn't been a lot of study on how it might be used in this sector. Given the advantages that virtual reality technology might bring to restaurants, this is a little surprising. For instance, one potential advantage of VR is that it can give users engaging and unforgettable experiences. Virtual reality (VR) could help to improve customers' enjoyment of their meals and foster a stronger emotional bond between the customer and the restaurant brand by developing a virtual environment that complements the physical environment of the restaurant. In addition to its potential to improve customer experiences, virtual reality might also increase sales. VR could encourage customers to spend more on their meals or come back to the restaurant in the future by giving them a distinctive and memorable dining experience. In order to better understand how VR affects customer satisfaction and sales in the restaurant industry, this study will look into those effects. This study has the potential to inform and direct future business practices in the industry by filling a gap in the literature and offering empirical evidence on the effects of VR in a restaurant setting. Overall, restaurants have an exciting opportunity to stand out from their rivals and improve the overall customer experience by utilizing virtual reality in their operations. This study aims to contribute to the understanding of how VR can be used effectively in the restaurant industry and inform future business practices in this sector by examining the impact of VR on customer satisfaction and sales.

Keywords

Marketing, Marketing communication, Virtual reality, Hospitality industry, restaurant industry

Language used: English

Date on which the thesis was submitted / produced: 1. 4. 2023

Thesis defence

• Supervisor: Ing. Tereza Balcarová, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme:
Business Administration