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

Bretos, María A. (Universidad de Zaragoza) ; Ibáñez-Sánchez, Sergio (Universidad de Zaragoza) ; Orús, Carlos (Universidad de Zaragoza)

Resumen: 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.

Idioma: Inglés

DOI: 10.1108/SJME-03-2023-0052

Año: 2023

Publicado en: Spanish Journal of Marketing - ESIC 281, 3 (2023), 287-309
ISSN: 2444-9695

Factor impacto CITESCORE: 9.1 - Marketing (Q1)

Factor impacto SCIMAGO: 0.913 - Marketing (Q2)

Financiación: info:eu-repo/grantAgreement/ES/DGA/S20-23R
Financiación: info:eu-repo/grantAgreement/ES/MICIU/PID2019-105468RB-I00

Tipo y forma: Article (Published version)

Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)