Paul Penfold, Basak Denizci Guillet, Liu Zhen
APAC Chrie 2010 Conference paper
This paper explains how Immersive Research techniques were used to capture data in real time through avatar activity in Second Life. This initial study is part of a larger-scale research project which aims to understand the optimal level of co-branding for the hotel industry. This paper considers the research methodology, the data collection process and gives a brief summary of the initial research findings. The virtual environment offers an opportunity for researchers to reach a global audience, conduct the research in a relatively short time frame, and do the research inexpensively. The study will be of interest to researchers who may wish to use a virtual 3D environment for their own research.
Second Life; Virtual Worlds; Hotel Co-branding; Immersive Research; Hong Kong