Leveraging virtual and augmented reality to create interactive tourism experiences
Published: August 3, 2026
Abstract
The rapid advancement of digital technologies is creating new approaches to tourism product design, among which virtual reality (VR) and augmented reality (AR) are regarded as transformative tools capable of reshaping how tourists perceive and engage with destinations. This study examines the factors underlying the strong appeal of VR and AR to tourists, focusing on their ability to enhance immersion, interactivity, and experiential value. It further analyzes practical applications and implementation models of these technologies in tourism across several countries, highlighting emerging trends and usage patterns. Through this analysis, the study provides a comprehensive understanding of the role of VR and AR in innovating tourism experiences within the broader context of digital transformation in the tourism industry.
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