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

Anastasios Tsimakis, Ioanna Sotiropoulou, Georgios Telonis, Constantinos Halkiopoulos () and Basilis Boutsinas
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Anastasios Tsimakis: University of Patras
Ioanna Sotiropoulou: University of Patras
Georgios Telonis: University of Patras
Constantinos Halkiopoulos: University of Patras
Basilis Boutsinas: University of Patras

A chapter in Recent Advancements in Tourism Business, Technology and Social Sciences, 2024, pp 63-81 from Springer

Abstract: Abstract 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.

Keywords: Virtual reality; Augmented reality; Digital marketing; DMOs; Digital transformation; Tourism; Hospitality; Prisma methodology (search for similar items in EconPapers)
JEL-codes: C88 D91 O32 Z32 Z33 (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/978-3-031-54338-8_5

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