The role of virtual reality in enhancing dementia understanding in retail and hospitality sectors

Abstract Background Dementia affects one in five individuals over their lifetime, and with an aging population, fostering a dementia-friendly society is crucial. Youth aged 14 to 18, especially those working in hospitality and retail, frequently interact with people with dementia but often lack the knowledge and understanding to communicate effectively. Virtual Reality (VR) offers a promising approach to enhance dementia awareness by providing an immersive experience of the condition's challenges. This study explores how VR can increase dementia understanding and foster dementia-friendly behavior among youth. Methods The study aimed to assess the impact of VR on dementia awareness, empathy, and behavior among youth in customer-facing roles. Fifty participants (aged 14-18) from retail and hospitality completed pre- and post-intervention surveys. The VR experience simulated the sensory and cognitive challenges of dementia, followed by guided reflection to enhance learning. Results The study sample included 58% males and 42% females, with an average age of 16.6 years (n = 50). Before the VR session, 54% had no prior knowledge of dementia, and only 8% had experience with dementia patients. After the VR experience, two-thirds reported a significant increase in empathy towards individuals with dementia. Ninety-four percent found VR more engaging and effective than traditional methods like brochures or e-learning. Some participants noted that VR's immersive nature might not be suitable for everyone, but overall, it provided a unique perspective: “You learn what someone with dementia thinks.” Conclusions This study shows that VR effectively fosters dementia-friendly behavior in young people in customer-facing roles. The immersive experience enhances empathy and improves interactions. Early dementia education, especially in non-healthcare sectors, is crucial. Tailoring VR content to various settings can maximize global impact.