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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.

A selective literature review of full-length papers published in the period from 2000 to 2018 was conducted. A total of 60 journal papers were retrieved and thoroughly reviewed.

This paper first presents a summary of the distribution of published papers. Then, this paper synthesizes the stimuli, dimensions and consequences of VR/AR-related user behavior experience, upon which a theoretical framework is developed. Additionally, this paper provides a detailed report for the progress on the theories and research methodologies, offering a useful background concerning what remains to be achieved. Finally, this paper puts forward fruitful directions for advancing the current understanding of VR/AR and its management.

This research presents diverse positive outcomes of using VR/AR technologies, which encourage industry practitioners such as destination marketing organizations (DMOs) and marketing firms to incorporate recent technological developments into their strategic plans.

This paper represents one of the first endeavors that critically reviews research progress on VR/AR in tourism and hospitality from 2000 to 2018. Not only are information technology researchers provided with a comprehensive guide to the latest, influential VR/AR literature but also the proposals of wide-ranging directions for future research would stimulate further investigation of VR/AR.

本论文研究旅游酒店业在VR和AR研究的主流发展情况。此外, 本论文还指出AR和VR在旅游酒店应用的未来发展方向。

研究样本为2000年至2018年发表的文章选集, 共60篇研究文献。

本论文首先总结了发表文章的分布情况。其次, 本论文总结了VR/AR相关行为体验研究的起因、方向、以及影响, 并开发了一个理论架构。此外, 本论文还对相关理论和方法进行总结, 从而指出哪些方面需要进一步研究。最后, 本论文还为如何进一步加深对VR/AR及其管理的理解做出指示性说明。

本论文展示了多个不同层面的使用VR/AR科技的积极影响, 从而鼓励行业者如DMOs和营销机构来应用最近科技创新来完善战略决策。

本论文是前沿研究著作之一, 对VR/AR在旅游酒店行业2000年至2018年文献进行梳理的文章。这不仅仅对科技研究学者对信息技术研究、VR/AR文献做了全面梳理, 还对未来VR/AR研究提出多角度全面的启发。

虚拟现实 、增强现实 、酒店管理 、旅游管理 、科技 、述评

纸张类型 - 文献综述

This paper aims to examine the effectiveness of two types of hotel commercials [virtual reality (VR) versus traditional commercials] by proposing and testing a presence-mediated model along with gender effects.

An experimental design is used to test the proposed hypotheses. Data were collected in China, and the Shangri-La hotel brand was chosen. University students were randomly assigned to watch either a hotel VR commercial or a hotel traditional video commercial. One HTC Vive VR headset was provided to those participants in the hotel VR commercial group.

The study revealed that VR commercials generate a higher level of vividness and interactivity among customers, which positively influence attitudes toward the ad, brand attitude and booking intention. Moreover, the findings showed that in the virtual environment, women, as compared to men, are influenced more by VR.

This research is the first to bring the presence model and gender effects together to better understand the effectiveness of VR in hospitality advertising research.

本论文检验两种酒店广告类型的有效性（VR对比传统广告）, 通过构建和检验存在-中介模型和性别影响。

本论文使用实验设计方式来验证提供的模型。研究样本数据来自中国, 以香格里拉酒店品牌为例。本论文随机抽样大学学生, 一组看酒店VR广告, 另一组观看酒店传统视频广告。实验参与者使用HTC Vive VR头盔观看VR广告。

研究结果表明, VR广告引发酒店客人的生动和互动性, 对广告、品牌态度、和预定房间意图有着积极影响。此外, 研究结果还表明女性相对男性在虚拟环境中受到VR更多影响。

本论文是首个将存在模型和性别影响相结合, 更好地理解VR在酒店广告研究中的作用。

关键词 虚拟现实、酒店广告、广告有效性、存在、生动、互动性、性别影响

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 developments during the past 15 years from a scientific perspective.

This study adopts a text mining and topic modelling approach to analyse a total of 1,049 articles for VR and 406 for AR. The papers were selected from Scopus, with the title, abstract and keywords being extracted for the analysis. Formulated research hypotheses based on relevant publications are then evaluated to assess the current state of the broader scope of the large sets of literature.

Most of research using AR is based on mobile technology. Yet, wearable devices still show few publications, a gap that is expected to close in the near future. There is a lack of research adopting Big Data/machine learning approaches based on secondary data.

As both AR and VR technologies are becoming more mature, more applications to tourism emerge. Scholars need to keep pace and fill in the research gaps on both domains to move research forward.

论旅游业中AR和VR的近期发展

摘要

研究目的 – VR和AR是两种提高人们现实感知的科技突破。二者均被运用到旅游场景中提高游客体验。本论文旨在建立一个模型来描述过去15年内AR和VR的发展轨迹。

本论文采用文本挖掘和主题建模方法来分析1049篇有关VR和406篇有关AR的文章。样本库采样于Scopus, 通过题目、摘要、和关键词来检索。根据检索结果, 本论文提出研究假设, 并且审视延展更大范围的相关文献。

本论文发现大多数AR文章都是以移动技术为本。然而, 可穿戴设备始终有很少的文章。因此, 文献缺口预计在不久的将来会得以补上。研究还发现, 基于二手数据而运用大数据/机器学习方法的文章少之又少。

随着AR和VR技术越来越成熟, 旅游业更多的运用案例随之出现。学者需要紧随脚步, 填补AR和VR的文献缺口, 推进研究进程。

关键词：虚拟现实、增强现实、文献分析、旅游业