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). In addition, it suggests new directions for research in tourism and hospitality. Design/methodology/approach A hybrid integrative review was used with bibliometric and theory-context-characteristics-method 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/value To the best of the authors’ knowledge, this is the first study that uncovers the structure and intellectual rationale of existent research.