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Investigating the Implications of Virtual Reality and Augmented Reality in Tourism Marketing: A Systematic Literature Review of Publications From 2010 to 2023
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Author(s): Nesenur Altinigne (Istanbul Bilgi University, Turkey)
Copyright: 2023
Pages: 17
Source title:
Handbook of Research on Innovation, Differentiation, and New Technologies in Tourism, Hotels, and Food Service
Source Author(s)/Editor(s): Gonçalo Poeta Fernandes (CITUR, Polytechnic Institute of Guarda, Portugal & CICS, Universidade NOVA de Lisboa, Portugal)and António Silva Melo (CiTUR, Polytechnic Institute of Porto, Portugal & CIDTFF, University of Aveiro, Portugal)
DOI: 10.4018/978-1-6684-6985-9.ch010
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Abstract
This literature review aims to investigate the developments of virtual reality (VR) and augmented reality (AR) research in tourism marketing. This chapter also highlights fruitful directions for tourism marketing research regarding VR and AR applications. A total of 31 full-length articles published between 2010 to 2023 were retrieved from the Web of Science database and reviewed. The theoretical backgrounds of the articles were thoroughly examined, and a detailed report on the research progress of the theories and research methodologies are presented. Finally, future research directions for the improvement of the existing literature are explained.
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