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The concept of touristic space is continually evolving, due to the advent of new technologies. Today, physical space and virtual space are interwoven, creating a phenomenon that can be described using the term ‘phygital’. The perception of touristic space as well as the interaction with it has been altered by phygital appearances and changing travel behaviour. While interaction with the touristic space previously only occupied a physical dimension, virtual information now enriches all stages of the customer journey (CJ). Hence, this chapter deals with new technologies, analysing their impact on the perception of touristic space for the traveller throughout the whole CJ. Thereby Augmented Reality and Virtual Reality are cited as examples of state-of-the-art technologies, which wield a direct perceptional impact, as they have the power to blend together one’s perception of real and virtual space.

This study attempts to identify and explicate the unique segmentation of the increasingly growing virtual reality (VR) user market based on the user experience. Consequently, it collects five hundred forty-five online survey questionnaires through the Prolific platform and deploys cluster analysis to identify mutually exclusive groups of VR users. The research variable, user experience, contains 16 indicators explained by four dimensions. As a result, this study is able to unveil three mutually exclusive markets which are labeled as (1) beginner, (2) aficionado, and (3) utilitarian. The unique features of these three groups are further compared based on their VR tour behaviors. In the conclusion section, it offers managerial implications for devising novel marketing strategies.

Virtual reality technologies have given rise to a new breed of space travel, enabling touring of cosmic environments without leaving the Earth. These tours democratize participation in space tourism and expand its itineraries – reproducing while also altering the practices of tourism itself. The chapter explores the ways in which they alter modes of establishing “authentic” tourism destinations and experiences, rendering outer space into a stage for the performance of space travel, while themselves facilitating novel avenues for its social organization and technological assertion. Virtual space tourism not only reflects the progression and metamorphoses in tourist practice and production but also has the potential to influence both the aspirations and prospects of our space futures.

Purpose – The purpose of this chapter is to introduce readers to augmented reality (AR), mixed reality (MR), and virtual reality (VR) and provide examples of some of the latest ways that researchers and practitioners are applying these digital technologies to emotions-related topics. This chapter also suggests some aspects of these technologies that emotions researchers and practitioners consider taking advantage of in their own work.

Design/Methodology/Approach – The chapter draws on the first author's experience developing and implementing AR, MR, and VR for serious games applications. Examples are also drawn from recent publications in the area.

Findings – The chapter discusses the features and differences between AR, MR, and VR and some of the most popular off-the-shelf tools for researchers and practitioners. It also presents reliable and valid ways these digital technologies have been applied and can be applied.

Practical implications – Practically, this chapter provides a state-of-the-art overview of what AR, MR, and VR offer to researchers and practitioners interested in better understanding, supporting, and addressing phenomenon involving human emotion.

Spatial ability is essential for engineers’ professional performance. Several studies describe it as a skill that can be enhanced using new technologies. Virtual reality (VR) is an emerging technology that is proving very useful for training different skills and improving spatial perception. In this chapter, the authors firstly present some previous works that use VR to train students, mainly in the area of engineering studies, and which demonstrate that VR can improve some aspects of the spatial perception. This study took a group of engineering students who used VR technologies to carry out learning activities designed to improve their spatial perception, which was measured with a widely used spatial ability test. The results obtained confirm that the use of VR technologies can improve students’ spatial perception. This proposal is easily transferable to other educational contexts. On the one hand, it could be implemented to improve spatial ability in other engineering studies, and on the other hand, with simple adaptation, it could be used to enhance other skills.