PolyU Study Finds Virtual Reality Ideal for Co-Branding Studies
Virtual worlds are ideal places for co-branding case studies, write Dr Basak Denizci Guillet of the School of Hotel and Tourism Management (SHTM) at The Hong Kong Polytechnic University and a co-author in a published research paper. The researchers chose the popular online space Second Life to investigate the co-branding preferences of a diverse range of participants in a hotel environment, something that would have been prohibitively expensive and time consuming in the real world. Their immersive approach could not only help hotels to gain competitive advantage through determining an optimal co-branding mix, but should also provide a model for future hospitality research.