“…For the modelling of the adaptive e-Marketing system, there are several sources of experience, such as those coming from the Intelligent Learning Environments, like the Intelligent Tutorial System (Alfaro et al, 2020), Pedagogical Agents (Lewis & Lester, 2018, and the Adaptive e-Learning Systems (Al-Chalabi & Hussein, 2020), whose characteristics and attributes related to the functionalities and parameters of adaptation, can contribute to achieve experiences and the presentation of virtual objects of the e-Marketing system, according to the profiles, characteristics and expectations of hotel clients or guests. According to Shute and Towle (2003), direct or first person experiences are generated for the user, for contact with the facilities and services provided by a hotel through processes of information exploration, and through the use of VR technologies.…”