Sensory experiences with VR: effects of restaurant atmospheres on the perception of space and quality

Purpose The purpose of this study is to investigate how sensory elements shape the restaurant atmosphere and its effects on customer perception, dining experience and price evaluation. In this context, a virtual reality (VR) mixed-method VR-based approach is used to examine the impact of sight, sound, smell, touch and taste on perceived restaurant quality. Design/methodology/approach A mixed-method research design was adopted to investigate how participants’ five senses influenced food perception in two restaurant environments that were identical in architecture and design but differed in their sensory conditions. The data collection process was structured as a sensory evaluation to explore participants’ perceptions in depth. Findings The findings of this study indicate that restaurant atmosphere strongly influences perceived quality, price justification and overall satisfaction. Participants associated R1’s sensory richness with luxury, enhanced taste and higher quality, whereas R2 was perceived as a functional, fast-consumption setting, lowering perceived food quality. Based on participants’ qualitative accounts, music appeared to play a particularly prominent role in how they evaluated the atmosphere, alongside the scenic view and restaurant aromas. This study underscores that sensory elements are essential in shaping customer loyalty and price perception. Restaurants should strategically incorporate music, natural views, scents and tactile elements to enhance customer experience and market positioning. Practical implications This study highlights the restaurant atmosphere as a key determinant of customer satisfaction and price perception, rather than just an aesthetic element. Future research could validate these results in real-world settings and across different cultural contexts. The findings underscore the strategic role of sensory design in enhancing customer loyalty and perceived quality. Originality/value This study’s originality lies in its innovative use of VR technology to experimentally examine the multidimensional impact of sensory elements on restaurant atmosphere, offering a novel approach to understanding how sensory experiences shape customer perception, dining satisfaction and price evaluation in a controlled yet immersive environment.