Sala -1.26 EEG & Online
Purpose – This study aims to aggregate current knowledge on the role of Augmented Reality (AR) and Virtual Reality (VR) in facilitating Tourism Engagement (TE). It also aims to pinpoint fruitful directions on TE through AR/VR applications for tourism and hospitality research.
Design/Methodology/Approach – A hybrid integrative review was employed using bibliometric and the Theory-Context-Characteristics-Method (TCCM) analysis. A total of 237 documents published between 2005 and 2022 were retrieved from Scopus and used for the bibliometric analysis. In turn, 97 articles were analyzed for the TCCM.
Findings – Computer science journals were the most relevant sources in TE through AR/VR research. The emotional connection and immersive experience attributes of AR/VR are important in sustaining TE. Additionally, there is considerable potential for extending cultural-related theories, which can provide a different perspective on cultural aspects that foster TE through the application of AR/VR technology. Finally, this paper offers fruitful direction for advancing TE research in two ways. First, by investigating how these virtual technologies can promote sustainability of the cultural heritage sites. Second, through the examination of TE intentions and perceptions when exposed to the AR/VR tourism mobile applications.
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