The Impact of SBVR Adoption on Booking Intention in Ciputra Hotel Jakarta

The hospitality business has completely changed in recent times. This is due to the emergence of smart technology, which has resulted in a better experience for customers while increasing the operational efficiency of the industry. One of the advanced technologies currently being used by these service companies is Virtual Reality (VR). Using cognitive evaluation theory, the aim of this research is to examine what motivates customers to adopt Smartphone-Based Virtual Reality Systems (SBVR) at Ciputra Hotel Jakarta. This study focuses on customers who have never used or experienced the SBVR application before. This study adopted a quantitative approach and used a convenient sample involving 165 participants. The findings reveal that consumer attitudes toward the SBVR application at Ciputra Hotel Jakarta prove positive when the application offers a pleasurable experience (perceived enjoyment) and effective data or functional benefits (perceived usefulness). Moreover, it was revealed that attitude has a beneficial impact on intention. It is hypothesized that consumers who have a positive view of SBVR applications are more likely to intend to use them. Based on principles from the psychology and intelligent technology literature, this study enhances our understanding of how customers react to the implementation of SBVR in Hospitality companies.