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Keywords: AR/VR
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC 1–25.
Published: 08 April 2026
... a significant mediating effect of engagement on satisfaction in phygital marketing. AR/ VR technologies, combined with customized, data-driven marketing strategies, lead to higher satisfaction and loyalty among travelers. Research limitations/implications To develop the tourism sector, marketing strategies...
