Purpose The purpose of this paper is to systematically analyze existing studies related to the adoption of smart technologies in cruise tourism services, particularly robots, artificial intelligence, service automation and virtual reality. More specifically, the authors intend to highlight the...

Purpose This study aims to provide an exploratory analysis of the role of virtual reality (VR) in the cruise context as a contribution to the limited literature on this topic. In particular, the research investigates immersive VR as a critical touchpoint at the pre-purchase stage of the customer...

Purpose This study aims to investigate the effect of virtual reality experience quality on destination visit intention and virtual reality travel intention through the technology acceptance model (TAM). Design/methodology/approach Quantitative data gathered from questionnaires applied to 198...

Purpose This paper aims to explore the impact of emerging technologies, such as virtual reality, voice search, artificial intelligence, robotics and the Metaverse on hotel sales, marketing and revenue optimization. Design/methodology/approach This paper uses a combination of articles published...

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...

Purpose This study aims to investigate the effect of virtual reality (VR) as a communication tool for advertising on tourism destination image and the changes in destination attitude, clarifying how flow experience affects destination image, and examining how destination image mediates the...

Purpose This study aims to examine the impact of virtual reality (VR) interactivity elements, including synchronicity, two-way communication and active control, on tourists’ VR memorable experiences, and the subsequent effect on tourists’ word-of-mouth (WOM) and VR continuance intention....

Purpose Drawn from flow theory, this study aims to explore children’s flow experiences in virtual reality (VR) by examining the relationships between VR experience length, arousal and flow experience (time estimation and enjoyment). Design/methodolog/approach A within-subject laboratory...