Virtual reality and augmented reality applications and their effect on tourist engagement: A hybrid review

Abstract

Purpose – This study consolidates insights on the role of Virtual Reality (VR) and Augmented Reality (AR) in Tourism Engagement (TE). Additionally, it suggests new directions for research tourism and hospitality. Design/Methodology/Approach – A hybrid integrative review was employed with bibliometric and Theory-Context-Characteristics-Method (TCCM) framework analyses of 236 peer-reviewed journal articles. Findings – Computer science journals dominate TE in VR/AR research. Emotional and immersive attributes of VR/AR sustain TE. Exploring cultural theories can enrich TE perspectives in the context of VR/AR. This study offers fruitful directions by exploring virtual technology’s role in sustaining cultural heritage, and studying TE intentions and perceptions on VR/AR tourism mobile applications. Originality – This is the first study that uncovers the structure and intellectual rationale of existent research.