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Immersive Dining: Thesis Research Survey (English)

Thank you for taking the time to complete this survey.

This survey is part of my graduation project at Hotelschool The Hague, in which I explore an innovative restaurant concept. The goal is to better understand how guests perceive immersive technologies (such as storytelling, projections or Virtual Reality) in combination with social interaction during dining.
By immersive technologies, I mean experiences that enhance a meal by stimulating multiple senses.

Since Virtual Reality is currently the most developed immersive format, it is sometimes used as a specific example.

The focus is not on gadgets or gimmicks, but on enriching the overall dining experience.

Completing the survey takes approximately 5 minutes. There are no right or wrong answers — your honest opinion is what counts.

Your participation is completely anonymous. All data will only be used for academic research and in support of the related business plan.

Thank you in advance for your participation!

Pascal Smits

What is your age group?

How often do you dine out per month?

Please rate how important the following elements are to you during a restaurant visit.* (1 = Not important at all, 5 = Very important)

Good food

Good food

Ambience / atmosphere

Ambience / atmosphere

Service / staff

Service / staff

Social interaction

Social interaction

Original experience

Original experience

To what extent do the following elements contribute to a special dining experience for you?* (1 = No contribution at all, 5 = Strong contribution)

A theme or narrative around the meal

A theme or narrative around the meal

Visual elements (e.g., projections or lighting)

Visual elements (e.g., projections or lighting)

Sound or music aligned with the meal

Sound or music aligned with the meal

Use of scent or aroma

Use of scent or aroma

Unique location or setting

Unique location or setting

Technology such as VR or AR

(Note: VR (for example Virtual Reality-glasses) is taken as an example since this technology is currently the most developed)
Technology such as VR or AR

How attractive do you find the following restaurant concepts? (1 = Not attractive at all, 5 = Very attractive)

Fully immersive mono-concept

(Everything – from setting to meal – follows one narrative)
Fully immersive mono-concept

Hybrid concept with subtle immersive elements

(Classic setting with occasional storytelling/projections/immersive VR elements)
Hybrid concept with subtle immersive elements

Classic restaurant with no immersive technology

Classic restaurant with no immersive technology

How appealing do the following types of experiences sound to you during a dinner? (1 = Not appealing at all, 5 = Very appealing)

A cinematic (storytelling-based) element you watch or hear during diner or within courses

A cinematic (storytelling-based) element you watch or hear during diner or within courses

An interactive experience where you actively participate

An interactive experience where you actively participate

No added experience – just the food and people

No added experience – just the food and people

To what extent do you agree with the following statement? (1 = Strongly disagree, 5 = Strongly agree) “I am willing to pay extra for a dining experience that includes immersive technology.”

To what extent do you agree with the following statement? (1 = Strongly disagree, 5 = Strongly agree) “I am willing to pay extra for a dining experience that includes immersive technology.”

How acceptable do you find the following uses of technology during a dinner? (1 = Totally unacceptable, 5 = Fully acceptable)

Visual effects or animations

Visual effects or animations

Sound/music matched to dishes

Sound/music matched to dishes

Projections during the meal

Projections during the meal

Short VR/AR moment(s)

Short VR/AR moment(s)

Use of scent or aroma

Use of scent or aroma

No technology — I prefer peace and simplicity

No technology — I prefer peace and simplicity

To what extent do you agree with the following statements? (1 = Strongly disagree, 5 = Strongly agree) “I believe technology can interfere with social interaction during a meal.”

To what extent do you agree with the following statements? (1 = Strongly disagree, 5 = Strongly agree) “I believe technology can interfere with social interaction during a meal.”

Feel free to elaborate (optional):

“I would prefer a VR experience that I can share with others at the table.”

“I would prefer a VR experience that I can share with others at the table.”

“A unique experience matters more to me than a traditional three-course menu.”

“A unique experience matters more to me than a traditional three-course menu.”

“Immersive technology only adds value when it creates an emotional impact.”

“Immersive technology only adds value when it creates an emotional impact.”

What is something you definitely would NOT want to experience during a tech-enhanced dinner?

Do you have any suggestions or ideas for how technology could enrich a restaurant experience?