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 …

Purpose The hospitality and tourism industry is strongly influenced by new and immersive
technologies, such as augmented reality (AR), to enhance customer experiences across a …

Augmented Reality (AR) is a promising and growing field in marketing research and
practice. Very little is known if, how, and why AR-apps can impact consumers' perception …

Issues of sustainability have gained interest and priority, examining ways organisations can
protect environmental and cultural heritage, whilst addressing stakeholders' needs …

ABSTRACT A number of organizations in cultural tourism have started to explore the use of
augmented reality (AR) to enhance visitor experience. While many studies have been …

As competition intensifies, value co-creation with tourists is essential for successful
implementation of mobile augmented reality (AR) heritage applications. This study therefore …

Location-based augmented reality (LBAR), co-constructed with real scenery, has formed a
new hybrid experience space for tourists. While existing studies have explored tourists' …

The rapid advancement of emerging technologies in the information age has resulted in
intricate, diverse, and rapidly changing user requirements, thereby reducing the …

In the context of extensive smart developments in amusement parks, this study aimed to
understand how different smart tourism technologies could be transferred into tourists' …

Pokémon Go, a mobile game that utilizes augmented reality (AR) technology, garnered
tremendous public interest upon release with an average of 20 million active daily users …