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

In: Recent Advancements in Tourism Business, Technology and Social Sciences

Author

Listed:
  • 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)

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.

Suggested Citation

  • Anastasios Tsimakis & Ioanna Sotiropoulou & Georgios Telonis & Constantinos Halkiopoulos & Basilis Boutsinas, 2024. "Virtual Reality (VR) and Augmented Reality (AR) in Tourism and Hospitality. A Systematic Evaluation," Springer Proceedings in Business and Economics, in: Vicky Katsoni & George Cassar (ed.), Recent Advancements in Tourism Business, Technology and Social Sciences, pages 63-81, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-54338-8_5
    DOI: 10.1007/978-3-031-54338-8_5
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    More about this item

    Keywords

    Virtual reality; Augmented reality; Digital marketing; DMOs; Digital transformation; Tourism; Hospitality; Prisma methodology;
    All these keywords.

    JEL classification:

    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • C88 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Other Computer Software

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