Chapter 9: Virtual Reality (VR) and the Role of Technology in Fashion Tourism

This book chapter aims to comprehensively explore and analyse the intersection of virtual reality (VR) and technology in fashion tourism. By researching the immersive experiences offered by VR, this chapter aims to elucidate how technology transforms the landscape of fashion tourism, providing readers with insights into virtual fashion shows, virtual boutique tours, and the global accessibility facilitated by these advancements. Additionally, this chapter will investigate the role of augmented reality (AR) in reshaping the interactive aspects of fashion tourism, such as virtual try-ons (VTO) and personalised shopping experiences. Secondary data and an extensive literature review will be explored to achieve the purpose of the study. This research’s evident findings will also further understand the role of VR and technology in fashion tourism. The objective is to offer a nuanced understanding of the symbiotic relationship between VR, technology, and fashion tourism, shedding light on its impact on consumer engagement, industry dynamics, and the future trajectory of fashion experiences. This study will contribute to the body of knowledge regarding VR and the role of technology in fashion tourism by providing in-depth information that will benefit scholars, tourism planners, and policymakers. The limitation would focus on the current evolution, which involves VR and the role of technology in fashion tourism. This is where scholars, organisations, and policymakers must take the proper action and responsibility to continuously ensure integration between VR, technology, and fashion tourism as technology today is rushing.