TY - JOUR
T1 - VR and AR research in the hospitality and tourism industry
T2 - a systematic review utilizing the theory-context-characteristics-methodology (TCCM) framework
AU - Zhang, Zhanyue
AU - Wu, Don
AU - Wan, Yim King Penny
AU - Cheng, Wan Lok Alan
PY - 2025/2/4
Y1 - 2025/2/4
N2 - Using the theory-context-characteristics-methodology (TCCM) framework, this study conducted a comprehensive review of the literature on Virtual Reality (VR) and Augmented Reality (AR) in hospitality and tourism. One hundred and twenty-five peer-reviewed publications from the lists of Social Sciences Citation Index (SSCI), Science Citation Index Expanded (SCIE), and Arts & Humanities Citation Index (AHCI) were obtained from the databases such as Scopus, Web of Science, and Google Scholar to be analyzed. This review systematically analyzed the extant literature utilizing the TCCM, detail issues related to theory, context (research location, research theme, research objects’ perspectives, and positive/negative analysis), characteristics (antecedents and outcomes), and methodology currently used in VR and AR research, and presents detailed domain research gaps in the context of eight themes for future research guidance, guided by the TCCM framework. These directions are both relevant and actionable and make far-reaching contributions to this industry. © 2025 Asia Pacific Tourism Association.
AB - Using the theory-context-characteristics-methodology (TCCM) framework, this study conducted a comprehensive review of the literature on Virtual Reality (VR) and Augmented Reality (AR) in hospitality and tourism. One hundred and twenty-five peer-reviewed publications from the lists of Social Sciences Citation Index (SSCI), Science Citation Index Expanded (SCIE), and Arts & Humanities Citation Index (AHCI) were obtained from the databases such as Scopus, Web of Science, and Google Scholar to be analyzed. This review systematically analyzed the extant literature utilizing the TCCM, detail issues related to theory, context (research location, research theme, research objects’ perspectives, and positive/negative analysis), characteristics (antecedents and outcomes), and methodology currently used in VR and AR research, and presents detailed domain research gaps in the context of eight themes for future research guidance, guided by the TCCM framework. These directions are both relevant and actionable and make far-reaching contributions to this industry. © 2025 Asia Pacific Tourism Association.
KW - augmented reality (AR)
KW - hospitality
KW - systematic review
KW - theory-context-characteristic-methodology (TCCM) framework
KW - tourism
KW - Virtual reality (VR)
UR - http://www.scopus.com/inward/record.url?scp=85216783206&partnerID=8YFLogxK
UR - https://www.scopus.com/record/pubmetrics.uri?eid=2-s2.0-85216783206&origin=recordpage
U2 - 10.1080/10941665.2025.2457500
DO - 10.1080/10941665.2025.2457500
M3 - RGC 21 - Publication in refereed journal
SN - 1094-1665
JO - Asia Pacific Journal of Tourism Research
JF - Asia Pacific Journal of Tourism Research
ER -