A Brief communication on Virtual Reality (VR) in Hospitality Industry & Global Travel and Tourism

Abstract

Virtual reality is now being utilised to improve the travel experience by offering extra marketing tools to destinations, attractions, and companies, altering customer experiences, and creating a new tourism paradigm. Our work was inspired by a rapidly changing world in which virtual reality is gradually becoming the norm in which we live, work, and play. These technologies are always improving, posing new problems to tourist and hospitality management. As the VR literature grows, there is an urgent need to synthesise existing information in the area. To address this difficulty, we conducted a systematic evaluation of 54 publications on virtual reality published in high-quality journals. The findings synthesise existing knowledge for research and managerial decisions. Our evaluation also identifies prospective research streams and important management consequences on a nine-step customer experience in anticipation of the increasing use of virtual reality in the field.