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Title:
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HOTELS ADAPTATIVE E-MARKETING MODEL USING LEARNING STYLES AND VIRTUAL REALITY |
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Author(s):
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Luis Alfaro, Claudia Rivera, Jorge Luna-Urquizo, Elisa Castañeda, Jesús Zúñiga-Cueva and Francisco Fialho2 |
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ISBN:
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978-989-8704-26-9 |
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Editors:
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Piet Kommers and Pedro Isaías |
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Year:
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2021 |
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Edition:
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Single |
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Keywords:
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Experiential Marketing, Adaptative E-Marketing, Learning Styles, Immersive Technologies, Neurofuzzy Networks |
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Type:
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Full |
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First Page:
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209 |
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Last Page:
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216 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Experiential marketing considers various types of experiences, seeking greater consumer satisfaction and therefore
greater effectiveness in the marketing action, which associated with intelligent systems and immersive technologies,
allow the development of applications for exploring services offered by hotel organizations, with a high degree of
customization and adaptation, providing experiences with virtual objects according to the profiles, characteristics and
identification of the learning styles of the users, obtained by a diffuse neural network, which processes online the
information of the interactions of the users with the system, whose results were correlated with those obtained from the
application of the survey for classification of learning styles. The information obtained is processed by a Case Based
Reasoning module, for the adaptation to users of virtual experiences and objects related to the marketing strategies of
hotel facilities and services. |
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