Humanizing the tourism experience with virtual and augmented reality has gained traction,
but fragmented literature delimits the holistic view. Present study bridges this knowledge gap …

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 …

We live in a multisensory world. Our experiences are constructed by the stimulation of all our
senses. Nevertheless, digital interactions are mainly based on audiovisual elements, while …

Virtual reality technologies have increased the integration between devices and the human
senses. Despite the increased interest in embodied technologies in tourism, there has been …

The proliferation of digital technologies has received considerable attention in the business
landscape. Artificial intelligence (AI) is proclaimed as a transformative technological …

Phygital retailing connects physical and digital world to build unique customer experiences.
Although the applications of phygital retailing are increasing, it is yet to understand what …

Purpose This paper aims to focus on how companies shape the architecture of a phygital
customer journey through the exploitation of smart technologies. Design/methodology …

Purpose This research identifies the critical factors of online service delivery of electronic
commerce (e-commerce) websites, including website attractiveness, website functionality …

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 …

Virtual reality and modern tourism | Emerald Insight Books and journals Case studies Expert
Briefings Open Access Publish with us Advanced search Virtual reality and modern tourism …