Research

Maria de Lurdes Calisto, Soumodip Sarkar

ABSTRACT

Virtual reality is currently used to enhance travelers’ experience, providing destinations, attractions, and businesses with additional marketing tools, reshaping consumer experiences, and generating a new model of tourism.

Our work was motivated by a fast-changing world where virtuality is increasingly becoming the reality in which we live, work, and play. These technologies continuously improve, thus bringing new challenges to tourism and hospitality management. As the VR literature continues to grow, there is an urgent need to synthesize extant evidence in this field. To address this challenge, we systematically reviewed 54 papers selected from high-quality journals on the topic of virtual reality. Results synthesize the available knowledge for research and managerial decision. Our review also provides future research streams and relevant managerial implications based on a nine step consumer journey that we developed anticipating the growing incorporation of virtual reality in the field.

https://www.sciencedirect.com/science/article/pii/S0278431923001974