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New realities: a systematic literature review on virtual reality and augmented reality in tourism research

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  • Ryan Yung
  • Catheryn Khoo-Lattimore

Abstract

Despite the growing interest and discussions on Virtual Reality (VR) and Augmented Reality (AR) in tourism, we do not yet know systematically the knowledge that has been built from academic papers on VR and AR in tourism; if and how VR and AR research intersect, the methodologies used to research VR and AR in tourism, and the emerging contexts in which VR and AR have surfaced in tourism research. By conducting a systematic literature review on VR/AR research in tourism, this work seeks to answer five main research questions: (1) Which tourism sectors and contexts have VR and AR research emerged in?; (2) Which forms of VR and AR have garnered the most attention in tourism research?; (3 and 4) What methodologies/theories are being utilized to research VR and AR in tourism?; and (5) What are the research gaps in VR and AR tourism research? From a synthesis of 46 manuscripts, marketing and tourism education emerged as the most common contexts. However, issues with heterogeneity appeared in terminology usage alongside a lack of theory-based research in VR and AR. Also, gaps were identified where challenges identified revolved around awareness of the technology, usability, and time commitment.

Suggested Citation

  • Ryan Yung & Catheryn Khoo-Lattimore, 2019. "New realities: a systematic literature review on virtual reality and augmented reality in tourism research," Current Issues in Tourism, Taylor & Francis Journals, vol. 22(17), pages 2056-2081, October.
    • Handle: RePEc:taf:rcitxx:v:22:y:2019:i:17:p:2056-2081
    DOI: 10.1080/13683500.2017.1417359
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    Cited by:

    1. Yuen, Kum Fai & Koh, Le Yi & Tan, Luan Yi Hazel & Wang, Xueqin, 2023. "The determinants of virtual reality adoption for marine conservation," Technology in Society, Elsevier, vol. 72(C).
    2. Singh, Pratibha & Sharma, Mahak & Daim, Tugrul, 2024. "Envisaging AR travel revolution for visiting heritage sites: A mixed-method approach," Technology in Society, Elsevier, vol. 76(C).
    3. Paola Patricia Ariza-Colpas & Marlon Alberto Piñeres-Melo & Roberto Cesar Morales-Ortega & Andres-Felipe Rodriguez-Bonilla & Shariq Butt-Aziz & Sumera Naz & Leidys del Carmen Contreras-Chinchilla & Ma, 2023. "Augmented Reality and Tourism: A Bibliometric Analysis of New Technological Bets in the Post-COVID Era," Sustainability, MDPI, vol. 15(21), pages 1-29, October.
    4. Shuxian Li & Shan Jiang, 2023. "The Technology Acceptance on AR Memorable Tourism Experience—The Empirical Evidence from China," Sustainability, MDPI, vol. 15(18), pages 1-19, September.
    5. Siqi Emily Lu & Brent Moyle & Sacha Reid & Elaine Yang & Biqiang Liu, 2023. "Technology and museum visitor experiences: a four stage model of evolution," Information Technology & Tourism, Springer, vol. 25(2), pages 151-174, June.
    6. Koukopoulos, Anastasios & Vrechopoulos, Adam, 2020. "Integrated Marketing Communications: Pushing the Boundaries through Digital Technologies," MPRA Paper 120853, University Library of Munich, Germany.
    7. Hart, Timothy C. & Chataway, Michael & Mellberg, Jacques, 2022. "Measuring fear of crime during the past 25 years: A systematic quantitative literature review," Journal of Criminal Justice, Elsevier, vol. 82(C).
    8. Lin, Kuan-Yu & Huang, Travis K., 2024. "Shopping in the digital world: How augmented reality mobile applications trigger customer engagement," Technology in Society, Elsevier, vol. 77(C).
    9. Yazmina Stappung & Camila Aliaga & Jorge Cartes & Liza Jego & José Antonio Reyes-Suárez & Nicolas A. Barriga & Felipe Besoain, 2023. "Developing 360° Virtual Tours for Promoting Tourism in Natural Parks in Chile," Sustainability, MDPI, vol. 15(22), pages 1-15, November.
    10. Francisco Javier Lacarcel & Raquel Huete, 2023. "Digital communication strategies used by private companies, entrepreneurs, and public entities to attract long-stay tourists: a review," International Entrepreneurship and Management Journal, Springer, vol. 19(2), pages 691-708, June.
    11. Federica Maietti, 2023. "Heritage Enhancement through Digital Tools for Sustainable Fruition—A Conceptual Framework," Sustainability, MDPI, vol. 15(15), pages 1-17, July.
    12. Sadamali Jayawardena, Nirma & Thaichon, Park & Quach, Sara & Razzaq, Ali & Behl, Abhishek, 2023. "‘The persuasion effects of virtual reality (VR) and augmented reality (AR) video advertisements: A conceptual review’," Journal of Business Research, Elsevier, vol. 160(C).

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