Abstract
Augmented reality (AR) and virtual reality (VR) have emerged as transformative technologies, revolutionizing the way tourists engage with hospitality service providers. A prime application is facilitating hotel bookings. Employing quantitative methods, this study establishes and validates a conceptual model that deciphers tourists’ inclinations towards hotel reservations and returns via AR and VR. Findings indicate that the perceived ease of use, innovativeness, and usefulness of AR and VR positively influence tourists’ satisfaction, driving them to embrace these technologies for hotel bookings. While there might be underlying concerns about associated risks, these risks do not significantly deter repeat visits. Consequently, this study illuminates the immense potential of AR and VR in elevating tourist experiences and promoting revisits. Hoteliers and marketers are advised to leverage these findings, fine-tuning their strategies to synchronize with this tech evolution and cater to evolving tourist expectations.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
