...Tahir Albayrak; Lawrence Hoc Nang Fong; Meltem Caber; Özge Kılıçarslan; Carl Cater Purpose This study aims to examine how an experience enhanced by augmented reality ( AR ) encourages tourist engagement through the sense of telepresence and flow experience in the heritage tourism context...

...Wajdy Omran; Ricardo F. Ramos; Beatriz Casais 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 in tourism and hospitality. Design/methodology/approach A hybrid...

... to their applications to increase brand exposure or consumer interest in the brand. Augmented reality (AR) has evolved rapidly in the past decade because of technological breakthroughs, making AR no longer an untouchable technology, but one that can be easily used on almost every phone. Therefore, this study aims...

..., such as the development of extended reality (XR), has transformed the customer journey to include more engaging and immersive experiences (Hoyer et al., 2020 ; McColl-Kennedy et al., 2019). XR, which includes virtual reality (VR), augmented reality (AR) and mixed reality (MR), refers to computer...

...Xiaohong Wu; Ivan Ka Wai Lai Purpose The purpose of this paper is to examine the factors that influence mainland Chinese film tourists’ behavioural intention in accepting an augmented reality (AR) feature film character-related tour APP (an IfilmAR-tour-APP) based on an extension of unified theory...

...Hyejo Hailey Shin; Miyoung Jeong Purpose This study aims to identify travelers’ motivational factors to adopt augmented reality (AR) applications at tourism destinations. Furthermore, this study seeks to investigate the role of personal innovativeness as a moderator in the relationships between...

...Wei Wei Purpose This paper aims to examine the main developments of virtual reality (VR) and augmented reality (AR) research in hospitality and tourism. It also aims to pinpoint fruitful directions for tourism and hospitality research on VR and AR applications. Design/methodology/approach...

...Sérgio Moro; Paulo Rita; Pedro Ramos; Joaquim Esmerado Purpose Virtual reality (VR) and augmented reality (AR) are two technological breakthroughs that stimulate reality perception. Both have been applied in tourism contexts to improve tourists’ experience. This paper aims to frame both AR and VR...

... 2018 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Augmented reality Mobile apps ICT technology Web portal Information and communication technologies (ICTs) have been transforming tourism globally. The exponential growth...

...Maria Madalena Paulo; Paulo Rita; Tiago Oliveira; Sérgio Moro Purpose The purpose of this paper is to further our knowledge of what influences users to adopt mobile augmented reality in tourism (MART). A conceptual model is proposed, combining the extension of Unified Theory of Acceptance and Usage...

...Ajay Aluri Purpose The purpose of this study is to examine the aspects of the Pokémon GO game that influenced travelers to use the app, and to pinpoint aspects of the mobile augmented reality (MAR) game that can memorably engage with them like a travel guide and influence individual traveler...

...Jakub Trojan Purpose The purpose of this paper is to propose the platform for effective transformation of points of interests (POIs) into augmented reality (AR), specifically into the three major software tools – Junaio, Layar and Wikitude. The objective is to facilitate the creation of POIs...