Purpose In this era of smartphone applications, brands are actively developing applications to occupy the consumer’s mobile phone space, adding many practical functions to their applications to increase brand exposure or consumer interest in the brand. Augmented reality (AR) has evolved...

Purpose The use of extended reality (XR) to create memorable experiences has attracted considerable attention, especially in tourism. Multisensory XR offers a new way of virtually previewing a destination before physical holidays. This study aims to explore how multisensory XR can be used at...