... and experience and implement segmentation strategies. Originality/value This is one of the first works to empirically analyse how the customer’s experience of immersive technologies affects destination image and visit intentions. The study also evaluates three moderating effects: the effects of the level...

...Gajendra Liyanaarachchi; Giampaolo Viglia; Fidan Kurtaliqi Purpose This study aims to investigate the implications, risks and challenges of data privacy due to the use of immersive technology in the hospitality industry. Design/methodology/approach The authors adopt a mixed-method approach...