Virtual Reality (VR) and Augmented Reality (AR) in Tourism and Hospitality. A Systematic Evaluation

This paper examines the principal advancements of virtual reality (VR) and augmented reality (AR) research in the hospitality and tourism industries. In addition, it seeks to identify valuable tourism and hospitality research directions on VR and AR applications. A selective literature review of full-length publications published between 2018 and 2023 was conducted. A total of 113 journal articles were retrieved and examined in context. A theoretical framework is developed based on synthesizing the stimuli, dimensions, and consequences of VR/AR user behavior experience. In addition, the present study provides an in-depth analysis of the development of the theories and research methodologies, providing useful context for what remains to be accomplished, and concludes with constructive recommendations for advancing the current comprehension of VR/AR and its management. Also, in this project, various positive outcomes are presented, resulting from the use of VR/AR technologies. It encourages industry practitioners, such as destination marketing organizations (DMOs) and marketing firms, to incorporate technological advances into their strategic plans.