Examining the potential of virtual and augmented reality in enhancing tourism experiences

Abstract

Purpose This paper aims to explore the capabilities of virtual reality (VR) and augmented reality (AR) in enhancing the tourism experience and addressing physical travel constraints. Design/methodology/approach A survey was conducted among 412 tourists who had used VR and AR technologies for tourism purposes. Data was analysed using descriptive statistics, multidimensional scaling, multiple regression analysis, structural equation modelling and mediation and moderation analysis. Findings VR and AR enhance tourism via immersive experiences. They overcome traditional travel barriers, but accessibility concerns, like cost, persist. The perceived potential of these technologies strongly predicts future adoption, emphasising the need to highlight their immersive benefits. Research limitations/implications This study offers ground-breaking insights into VR and AR in tourism. It acknowledges inherent limitations in accessibility, with VR and AR technologies not being universally adoptable due to costs and complexity. Theoretically, the research enriches academic discourse by highlighting the pivotal role of perceived potential in technology adoption. It also delineates the intricate relationship between VR/AR experience, satisfaction, destination image and revisit intention. Practical implications The findings emphasise crafting immersive VR and AR experiences for differentiation. By integrating these technologies into strategic marketing, organisations can enhance customer satisfaction and provide richer destination experiences. Social implications The research underscores VR and AR’s potential to foster inclusive tourism, benefitting those with limitations. Additionally, promoting cultural exchange and sustainability, these technologies can drive societal harmony and contribute to economic growth through enriched tourism experiences. Originality/value This study stands out in its distinctive exploration of VR and AR in the tourism domain. The innovation lies in its comprehensive examination of the technologies’ immersive capabilities and their accessibility challenges. The value is accentuated by its insights, which bridge the gap between technological potential and its practical application in tourism.