Author compilation. The table summarizes studies that inform the conceptual model and hypotheses of the current research
| Authors and year | Context/focus | Key findings | Identified gap for present study |
|---|---|---|---|
| Barhorst et al..(2021) | AR/VR in retail | AR improves sensory immersion and satisfaction | No validation in tourism contexts |
| Flavián et al..(2021) | VR tourism apps | Immersion strengthens brand experience | Missing co-creation linkage |
| Hyun et al. (2022) | Hybrid service encounters | Physical–digital blend enhances trust | Mechanism of engagement untested |
| Mele and Russo-Spena (2022) | Service-dominant logic | Value co-creation via customer participation | No experiential integration |
| Mele et al. (2023) | Phygital transformation | Operational-strategic alignment | Lack of empirical validation |
| Çiftçi and Çizel (2024) | Asian immersive tourism | AR/VR enrich heritage perception | Need cross-theory SDL–EMT model |
| Authors and year | Context/focus | Key findings | Identified gap for present study |
|---|---|---|---|
| AR/ | No validation in tourism contexts | ||
| Immersion strengthens brand experience | Missing co-creation linkage | ||
| Hybrid service encounters | Physical–digital blend enhances trust | Mechanism of engagement untested | |
| Service-dominant logic | Value co-creation via customer participation | No experiential integration | |
| Phygital transformation | Operational-strategic alignment | Lack of empirical validation | |
| Asian immersive tourism | AR/ | Need cross-theory SDL–EMT model |
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