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000129367 001__ 129367 000129367 005__ 20250722154012.0 000129367 0247_ $$2doi$$a10.1108/SJME-03-2023-0052 000129367 0248_ $$2sideral$$a135611 000129367 037__ $$aART-2023-135611 000129367 041__ $$aeng 000129367 100__ $$aBretos, María A.$$uUniversidad de Zaragoza 000129367 245__ $$aApplying virtual reality and augmented reality to the tourism experience: a comparative literature review 000129367 260__ $$c2023 000129367 5060_ $$aAccess copy available to the general public$$fUnrestricted 000129367 5203_ $$aPurpose The purpose of this paper is to investigate how previous literature has analyzed the role of augmented reality and virtual reality in the field of tourism, distinguishing between studies focused on one technology or the other as both have characteristics that profoundly differentiate them. Design/methodology/approach This study carries out a critical review to assess and synthesize the literature on augmented reality and virtual reality in tourism. Literature searches are conducted using various keywords, resulting in a selection of 84 articles (19 on augmented reality and 65 on virtual reality) from 39 indexed journals. Findings The research findings demonstrate an increasing scholarly focus on exploring the application of virtual reality and augmented reality within the realm of tourism. These results highlight a noticeable progression in recent years with respect to different matters, such as methodologies, used theories or considered variables, among others. Based on these results, it is proposed a future research agenda that seeks to establish a cohesive framework and drive the development of both augmented reality and virtual reality research in tourism. Originality/value By conducting an individual and comparative review of the literature on the application of augmented reality and virtual reality in tourism, this research helps elucidate the specific lines of research for each technology while providing a better understanding of how each technology can be used to generate effective tourist experiences. 000129367 536__ $$9info:eu-repo/grantAgreement/ES/MICIU/PID2019-105468RB-I00$$9info:eu-repo/grantAgreement/ES/DGA/S20-23R 000129367 540__ $$9info:eu-repo/semantics/openAccess$$aby$$uhttp://creativecommons.org/licenses/by/3.0/es/ 000129367 592__ $$a0.913$$b2023 000129367 593__ $$aMarketing$$c2023$$dQ2 000129367 594__ $$a9.1$$b2023 000129367 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion 000129367 700__ $$0(orcid)0000-0003-3088-4102$$aIbáñez-Sánchez, Sergio$$uUniversidad de Zaragoza 000129367 700__ $$0(orcid)0000-0002-8253-4713$$aOrús, Carlos$$uUniversidad de Zaragoza 000129367 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados 000129367 773__ $$g281, 3 (2023), 287-309$$pSpan. j. mark.-ESIC$$tSpanish Journal of Marketing - ESIC$$x2444-9695 000129367 8564_ $$s1385077$$uhttps://zaguan.unizar.es/record/129367/files/texto_completo.pdf$$yVersión publicada 000129367 8564_ $$s1894989$$uhttps://zaguan.unizar.es/record/129367/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada 000129367 909CO $$ooai:zaguan.unizar.es:129367$$particulos$$pdriver 000129367 951__ $$a2025-07-22-15:35:46 000129367 980__ $$aARTICLE
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