Virtual Reality in Tourism Promotion: A Research Agenda Based on A Bibliometric Approach

Virtual Reality (VR) has the capacity to increase tourists' responses, compared with other marketing tools. In tourism, it can play a decisive role in its promotion, since it can generate impactful information that will increase the visit intention. However, there are few reviews that focus on VR as a promotional tool in tourism. To overcome this limitation, this work provides a bibliometric analysis of papers from the Web of Science and Scopus databases. The analysis allows us to conclude that although its potential is recognized, the use of VR is infrequent in tourism. We also identified three main avenues for future research: presence and devices, promotional strategies, and segments to explore.