Attasit Wiangkham; Komsit Kieanwatana; Rattawut Vongvit - In: Journal of open innovation : technology, market, and … 11 (2025) 1, pp. 1-13
Virtual Reality (VR) holds immense potential to revolutionize the tourism industry by transforming how destinations are marketed and experienced. Research consistently emphasizes VR's ability to enhance and enrich tourist experiences, offering new dimensions of engagement. However, despite its...