Does a Virtual Banquet Hall Stimulate Booking Intention? A Mixed-Method Approach

Integrating the SOR framework and telepresence theory, this study examines factors that influence the use of Virtual Banquet Hall and their impact on customer emotions and booking intention using a mixed-method design. Digitalization is revamping industries to a great extent, and this necessitated an examination of the application of virtual reality technology in banquet halls. The study uses qualitative (NVIVO) and quantitative techniques (SEM-NCA) to attain the objective. Themes derived using NVIVO were perceived convenience, immersive experience, perceived quality and emotions. Further, these themes were quantitatively measured, and findings prove that perceived convenience, immersive experience, and perceived quality significantly influence positive emotions, enhancing the booking intention. This research is dedicated to understanding the impact of technology on people, and offers several managerial and societal implications discussed in the study.