AUGMENTED AND VIRTUAL REALITY IN TOURISM MARKETING: A SYSTEMATIC LITERATURE REVIEW OF ADOPTION FACTORS AND VISITOR ENGAGEMENT

Abstract

The increasing use of Augmented Reality (AR) and Virtual Reality (VR) in tourism marketing has transformed how destinations attract visitors through immersive experiences that impact tourists' intention to visit. However, gaps remain in understanding the specific factors influencing the adoption of these technologies in tourism. This study addresses these gaps by conducting a Systematic Literature Review (SLR) to identify key factors and implications of AR and VR in tourism marketing, with a focus on their impact on tourist decision-making. A systematic search of 1,500 articles from databases such as Scopus, IEEE Xplore, SpringerLink, and Web of Science was conducted, with 50 articles selected based on journal quality and empirical relevance. The review reveals that Technology Acceptance Model (TAM) variables, including perceived ease of use, perceived usefulness, perceived enjoyment, and perceived control, are key determinants of tourists' intention to use AR and VR technologies. Extended TAM factors such as perceived immersion and interactivity also play a crucial role, particularly in fully immersive VR environments. The study differentiates between three VR simulation types (fully immersive, semi-immersive, and non-immersive) and identifies key AR factors like digital overlays, gamification, and personalization. The proposed conceptual model links these factors to tourist engagement and intention to visit. While the model provides a useful framework, further empirical validation is required.