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 …

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 …

Purpose This paper aims to explore the impact of emerging technologies, such as virtual
reality, voice search, artificial intelligence, robotics and the Metaverse on hotel sales …

This research endeavors to delve into the multifaceted role of Augmented Reality (AR) as a
pivotal marketing tool within the evolving landscape of the retail sector in the aftermath of the …

Purpose There is a void in systematically assessing obstructive factors as antecedents in the
technology acceptance model (TAM). Three obstructive factors are investigated, namely …

This paper explores the integration of augmented reality (AR) technology within the realm of
cultural heritage tourism, particularly its influence on the development of tourists' heritage …

Background This paper examines the use of augmented reality (AR) as a concept‐
association tool in schools, with the aim of enhancing primary school students' learning …

With the development of digital technologies, the use of augmented reality in the tourism
sector has received increasing attention. However, the understanding of the factors …

Purpose This study aims to investigate the impact of customer perceptions of Augmented
Reality (AR) attributes such as augmentation, interactivity and vividness on attitudes towards …

This study aims to examine the relationship between mobile augmented reality, promotion-
mix elements, destination awareness, and intention to visit halal destinations. By using …