Virtual and augmented reality are changing how companies interact with customers. However, previous research has paid little attention to compare their effectiveness. This study focuses on the perceptions of presence elicited by different types of contents (real or digital) and embodied devices (head-mounted display or smartphone), and their impact on user’s pre-experiences with hotels. Results from a lab experiment show that contents with high levels of factual realism (360-degree videos) have a positive influence on perceptions of presence, ease of imagination, and visual appeal, and on booking intentions. These effects are stronger when high embodied devices (head-mounted displays) are applied. Additionally, presence positively influences ease of imagination and visual appeal, which mediate the impact of content on booking intentions. These findings stress the importance of inducing presence as a key driver for behavioral intentions in hospitality. The comparative influence of conventional VR and AR experiences is also discussed.

虚拟现实和增强现实正在改变公司与客户互动的方式。然而，以前的研究很少关注比较它们的有效性。本研究侧重于由不同类型的内容（真实或数字）和具体设备（头戴式显示器或智能手机）引起的存在感，以及它们对用户预先体验酒店的影响。实验室实验的结果表明，具有高度真实感的内容（360 度视频）对存在感、想象力和视觉吸引力以及预订意向具有积极影响。当应用高度集成的设备（头戴式显示器）时，这些效果会更强。此外，存在感会积极影响想象力和视觉吸引力，从而调节内容对预订意图的影响。这些发现强调了诱导存在作为酒店行为意图的关键驱动因素的重要性。还讨论了传统 VR 和 AR 体验的比较影响。