International Journal of Contemporary Hospitality Management: Volume 36 Issue 11

How immersive technologies are redefining the customer journey. Guest editorial

Exploring the critical success factors of virtual reality adoption in the hotel industry

This qualitative study aims to investigate the critical success factors (CSFs) driving the adoption of virtual reality (VR) in the hospitality industry, shedding light on key…

The effect of immersive technologies on tourist satisfaction and loyalty: the mediating role of customer engagement and customer perceived value

This research paper aims to investigate the predictors and outcomes of immersive technology adoption in tourism.

Impact of virtual reality experiences on destination image and visit intentions: the moderating effects of immersion, destination familiarity and sickness

The aims of this study are to explore how the experience of “visiting” a destination in a virtual reality (VR) technology environment influences destination image and visit…

How immersive technologies impact behavioral responses in destination marketing: the role of physiological arousal, presence, and age

This paper aims to investigate the effectiveness of immersive virtual reality (VR) media and the influence of user’s age in the context of destination marketing by exploring their…

Real in virtual: the influence mechanism of virtual reality on tourists’ perceptions of presence and authenticity in museum tourism

An increasing number of immersive technologies have been adopted in museum tourism in response to shifting consumer habits in the digital era. In contrast, the authenticity…

Immersive time in the metaverse and visits to the physical world: why not both? A holistic customer engagement framework

Through the theoretical lenses of media richness, perceived realism and customer engagement, this study aims to investigate the mechanisms that promote customer engagement in…

Place attachment theory and virtual reality: the case of a rural tourism destination

The purpose of this study is to explore from a place attachment (PA) theory perspective the extent to which and how, a fully immersive virtual reality (VR) experience enhances…

Sculpting the feelings: influence of immersive technology on responsible travel

This study aims to examine how the telepresence of tourists using immersive technology affects responsible travel behaviour at natural heritage sites by exploring the role of…

The digital revolution in the tourism industry: role of anthropomorphic virtual agent in digitalized hotel service

In the tourism industry, immersive technologies become increasingly vital, amplifying traveler experiences and industry growth. By studying “e-booking” applications prevalent in…

Stylish virtual tour: exploring fashion’s influence on attitude and satisfaction in VR tourism

This study aims to investigate the influence of different virtual fashion styles on attitude and satisfaction within virtual reality (VR) tourism experiences. The investigation…

The role of embodiment and ergonomics in immersive VR tours in creating memorable tourism experiences

Given the growth of virtual reality (VR)-based tourism experiences in the past five years, this study aims to investigate the impact of VR-based interactions (ergonomics and…

Privacy in hospitality: managing biometric and biographic data with immersive technology

This study aims to investigate the implications, risks and challenges of data privacy due to the use of immersive technology in the hospitality industry.

Boosting heritage recommendations through awe and augmented reality

Drawing on appraisal theories, this paper aims to attempt to demonstrate how augmented reality (AR) strengthens relationships in the cognitive-affective-conative mechanism to…

The paradox of immersive artificial intelligence (AI) in luxury hospitality: how immersive AI shapes consumer differentiation and luxury value

This paper aims to bridge the extended reality framework and the luxury hospitality literature by providing insights into how immersive technologies using artificial intelligence…

Can AI robots foster social inclusion? Exploring the role of immersive augmentation in hospitality

Grounded on the X Reality framework and human–machine collaboration, this study aims to explore the potential of immersive augmentation through artificial intelligence (AI…

Travelling with open eyes! A study to measure consumers’ intention towards experiencing immersive technologies at tourism destinations by using an integrated model of TPB, TAM captured through the lens of S-O-R

Immersive technologies fully immerse users in augmented environments for interactive experiences. The purpose of this study is to measure consumers’ intention towards experiencing…

Examining presence in immersive virtual reality and website interfaces through the cognitive fit and cognitive load theories

The purpose of this paper is to assess the effects of presence on users’ information processing in mediated visualizations using immersive virtual reality (VR) and websites…

Virtual reality and perceptions of destination presence

This study aims to examine the underlying emotional process that explains how context-specific stimuli involved in virtual reality (VR) destinations translate into presence…