Purpose: 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...

Purpose This paper presents an analysis of the impact of current technologies on customer experiences in upscale hotels and assesses the potential of the latest technologies for enhancing customers’ stay. Design/methodology/approach A two-step approach was applied in this study. The...