This paper aims to examine the main developments of virtual reality (VR) and augmented reality (AR) research in hospitality and tourism. It also aims to pinpoint fruitful directions for tourism and hospitality research on VR and AR applications.

A selective literature review of full-length papers published in the period from 2000 to 2018 was conducted. A total of 60 journal papers were retrieved and thoroughly reviewed.

This paper first presents a summary of the distribution of published papers. Then, this paper synthesizes the stimuli, dimensions and consequences of VR/AR-related user behavior experience, upon which a theoretical framework is developed. Additionally, this paper provides a detailed report for the progress on the theories and research methodologies, offering a useful background concerning what remains to be achieved. Finally, this paper puts forward fruitful directions for advancing the current understanding of VR/AR and its management.

This research presents diverse positive outcomes of using VR/AR technologies, which encourage industry practitioners such as destination marketing organizations (DMOs) and marketing firms to incorporate recent technological developments into their strategic plans.

This paper represents one of the first endeavors that critically reviews research progress on VR/AR in tourism and hospitality from 2000 to 2018. Not only are information technology researchers provided with a comprehensive guide to the latest, influential VR/AR literature but also the proposals of wide-ranging directions for future research would stimulate further investigation of VR/AR.