Applying virtual reality and augmented reality to the tourism experience: a comparative literature review

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2023-11-22 DOI:10.1108/sjme-03-2023-0052

María A. Bretos, Sergio Ibáñez-Sánchez, Carlos Orús

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引用次数: 0

Abstract

Purpose The purpose of this paper is to investigate how previous literature has analyzed the role of augmented reality and virtual reality in the field of tourism, distinguishing between studies focused on one technology or the other as both have characteristics that profoundly differentiate them. Design/methodology/approach This study carries out a critical review to assess and synthesize the literature on augmented reality and virtual reality in tourism. Literature searches are conducted using various keywords, resulting in a selection of 84 articles (19 on augmented reality and 65 on virtual reality) from 39 indexed journals. Findings The research findings demonstrate an increasing scholarly focus on exploring the application of virtual reality and augmented reality within the realm of tourism. These results highlight a noticeable progression in recent years with respect to different matters, such as methodologies, used theories or considered variables, among others. Based on these results, it is proposed a future research agenda that seeks to establish a cohesive framework and drive the development of both augmented reality and virtual reality research in tourism. Originality/value By conducting an individual and comparative review of the literature on the application of augmented reality and virtual reality in tourism, this research helps elucidate the specific lines of research for each technology while providing a better understanding of how each technology can be used to generate effective tourist experiences.

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将虚拟现实和增强现实应用于旅游体验：比较文献综述

目的本文旨在研究以往的文献是如何分析增强现实和虚拟现实在旅游领域中的作用的，并对侧重于一种技术或另一种技术的研究加以区分，因为这两种技术都有深刻区别于其他技术的特点。设计/方法/途径本研究通过批判性综述来评估和归纳有关增强现实和虚拟现实在旅游业中的作用的文献。通过使用各种关键词进行文献检索，从 39 种索引期刊中筛选出 84 篇文章（19 篇关于增强现实技术，65 篇关于虚拟现实技术）。研究结果研究结果表明，学术界越来越重视探索虚拟现实和增强现实在旅游领域的应用。这些结果突显了近年来在方法论、使用的理论或考虑的变量等不同方面的显著进步。基于这些结果，我们提出了未来的研究议程，旨在建立一个具有凝聚力的框架，推动旅游业中增强现实和虚拟现实研究的发展。原创性/价值通过对有关增强现实和虚拟现实在旅游业中的应用的文献进行单独和比较审查，本研究有助于阐明每种技术的具体研究方向，同时让人们更好地了解如何使用每种技术来产生有效的旅游体验。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.