Virtual and Augmented Reality in Tourism and Hospitality: A Holistic Review of Applications, Theoretical Foundations, Methodological Progress, and Strategic Implications

Authors : Engin Tengilimoğlu

Pages : 35-64

View : 53 | Download : 30

Publication Date : 2025-08-02

Article Type : Review Paper

Abstract :The tourism and hospitality sector is undergoing a significant digital transformation, driven by the emergence of immersive technologies like Virtual Reality (VR) and Augmented Reality (AR). Despite their growing adoption and scholarly interest, the existing literature on VR/AR in this domain remains fragmented, lacking a comprehensive synthesis. This paper addresses this gap by critically reviewing and synthesizing current research on VR and AR applications within tourism and hospitality. It systematically maps their definitions, diverse applications across the entire customer journey (pre-travel, on-site, and post-travel), key influencing factors for adoption, and common methodological approaches employed in their study. The review details the theoretical underpinnings, including prominent frameworks like the Presence-Emotion-Intention (PEI) model, and highlights advancements in research design and data analysis techniques. Ultimately, this paper provides a consolidated understanding of VR/AR\\\'s impact on the sector, culminating in a structured future research agenda that emphasizes methodological advancements, deeper content and interaction research, cross-cultural considerations, and extended application areas, particularly within hospitality settings. It also offers actionable managerial implications for industry practitioners seeking to leverage these transformative technologies for enhanced customer experiences and strategic advantage.
Keywords : Sanal Gerçeklik, Arttırılmış Gerçeklik, Sürükleyici Teknolojiler, Turizm

ORIGINAL ARTICLE URL