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 …

This review provides a comprehensive view of immersive technology in tourism by critically
analysing prior scholarly work. More specifically, it identifies the recent use of immersive …

Consumer behavior is changing as a result of the COVID-19 pandemic, thus compelling
attraction sites to find new ways of offering safe tours to visitors. Based on protection …

Recently, nations are struggling to mitigate the impact of the unprecedented COVID-19
outbreak on their economy. Many countries have imposed traveling restrictions to reduce …

Although museum visitor experience and satisfaction have received growing attention in
academic research, the impact of new elements of the museum service model, including AR …

Virtual reality (VR) plays a relevant role in the tourism sector, specifically in experiences of
remote attractions. The influence of VR experiences on tourist experiential factors such as …

It is no longer possible to enter the Notre-Dame cathedral in Paris, the most visited
monument in the world, since its fire on April 15, 2019. The COVID-19 pandemic has made …

The purpose of this research is twofold: firstly, we aim to understand the role of virtual reality
(VR) in influencing tourism consumers' attitudes toward a tourist destination and, secondly …

Virtual and augmented reality are changing how companies interact with customers.
However, previous research has paid little attention to compare their effectiveness. This …

The metaverse, defined as an interoperated persistent network of shared virtual
environments, engenders perception of holistic presence for audiences through avatar …