IDENTIFYING CUSTOMER’S EMOTIONAL RESPONSES TOWARDS GUEST-ROOM DESIGN BY USING FACIAL EXPRESSION RECOGNITION, IN HOTEL’S VIRTUAL AND REAL ENVIRONMENTS

Alvarez León Iván, Juliá Nehme Begoña, So Yeon Yoon

Abstract


MENGIDENTIFIKASI RESPON EMOSIONAL PELANGGAN TERHADAP DESAIN KAMAR DENGAN MENGGUNAKAN PENGENALAN EKSPRESI WAJAH, DI LINGKUNGAN VIRTUAL DAN AKTUAL SEBUAH HOTEL

ABSTRAK

Sangat umum diketahui bahwa emosi memainkan peran penting dalam pengalaman pelanggan dalam pariwisata. Mengukur emosi dapat memberikan informasi berharga tentang persepsi pelanggan tentang ruang hotel. Tujuan dari penelitian ini adalah untuk mengidentifikasi jenis lingkungan hotel mana, Virtual atau Asli, yang lebih efektif dalam memunculkan respon emosional dari responden yang ditunjukkan untuk pertama kalinya. Selain itu, penelitian ini bertujuan untuk mengungkap komponen kamar tamu mana, contohnya pemandangan alam ke luar atau interior yang mampu memicu respon emosional yang lebih tinggi. Dua percobaan dilakukan untuk memberikan bukti, yang pertama disajikan Lingkungan Virtual kepada responden melalui video, dan yang kedua dilakukan di lingkungan nyata pada jenis kamar presidential suite. Respon emosional dianalisis menggunakan perangkat lunak FaceReader, sistem pengenalan ekspresi wajah yang mengidentifikasi tujuh emosi, gairah fisiologis, dan kesenangan. Hasil menunjukkan nilai intensitas rata-rata keseluruhan yang rendah dari setiap emosi di lingkungan virtual dan nyata. Namun demikian, perbedaan signifikan dalam nilai intensitas puncak maksimum ditemukan antara lingkungan virtual dan nyata dengan nilai intensitas lebih tinggi di ruang tamu nyata. Tidak ada perbedaan signifikan yang ditemukan dalam tanggapan emosional terhadap pemandangan ke luar atau pandangan dari interior kamar.

 

Kata kunci: Desain Emosional, Desain Hotel, Pengalaman Pelanggan, Pengenalan Ekspresi Wajah Otomatis

 

 

IDENTIFYING CUSTOMER’S EMOTIONAL RESPONSES TOWARDS GUEST-ROOM DESIGN BY USING FACIAL EXPRESSION RECOGNITION, IN HOTEL’S VIRTUAL AND REAL ENVIRONMENTS

 

ABSTRACT

It is well known that emotions play a key role in the customer experience in tourism. Measuring emotions can provide valuable information about customer’s perceptions regarding hotel spaces. The purpose of this study is to identify which type of hotel environment, Virtual or Real, is more effective in eliciting emotional responses from participants who are shown a scenario for the first time. Furthermore, this study aims to uncover which of the components of guestrooms, e.g., natural views to the outside or interiors are capable of triggering higher emotional responses. Two experiments were conducted to provide evidence, the first presented a Virtual Environment to participants via video, and while the second one was conducted in Real Environments of presidential suites. Emotional responses were analyzed using FaceReader software, a facial expression recognition system that identifies seven emotions, physiological arousal and pleasure. Results showed low overall mean intensity values of each emotion in both virtual and real environments. Nevertheless, significant differences in the maximum peak intensity values were found between virtual and real environments with intensity values being higher in the real guestroom. No significant differences were found in emotional responses to the views to the outside or views of the guestroom interiors.

 

Keywords: City Image, Cognitive Image, Unique Image, Affective Image, Repeat Visit.


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DOI: https://doi.org/10.17509/jithor.v2i1.16681

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