On the afternoon of September 23, 2024, Tourism, Hospitality and Event Management Programme of the Department of Cultural Creativity and Design, School of Culture and Creativity invited Associate Professor Jiang Yangyang from the University of Nottingham Ningbo China to give a compelling seminar titled " Virtual Reality in Hospitality: The Impact of 360 Degree Previews on Customer Decision Making " in classroom CC-302.

As digital technology advances, Virtual Reality (VR) is finding broader application in the hospitality industry. To assess the effectiveness of 360-degree VR videos versus traditional tools in influencing customers' choice of hospitality service providers, Dr. Jiang revealed the psychological mechanisms between preview modes and customer behavioral intentions through three experiments, studying how self-construction affects customer reactions to different preview modes.

Dr. Jiang's seminar offered deep insights to hospitality service providers. Her research indicated that by aligning preview modes with consumer psychology, providers can effectively fine-tune their marketing strategies, enhancing consumer inclination towards their services. This presents a novel perspective and approach for service provision and marketing within the hospitality sector.

Dr. Jiang's dynamic and passionate presentation sparked an enthusiastic discussion among the audience. Her profound professional insights invigorated the atmosphere, making the seminar highly engaging. The success of this seminar expanded the academic perspectives of students and teachers, while offering fresh viewpoints and actionable strategies for the hospitality industry's future. These discussions are instrumental in fostering innovation and growth within the sector.

Dr. Jiang Yangyang, an associate professor of marketing at the University of Nottingham Ningbo China, is a fellow of the UK's Higher Education Academy. Her widely published research earned her a spot among the world's top 2% most-cited scientists in 2023. She also holds an Associate Editor position of the Asia-Pacific Journal of Business Administration.

Editor: Weilu Wang

Photographers: Weilu Wang, Xiaonan Zhang