Immersive technology: A meta-analysis of augmented/virtual reality applications and their impact on tourism experience

The immersive technologies of augmented reality (AR) and virtual reality (VR) have been widely applied in the tourism sector. Previous research has independently explored effective applications of AR/VR in tourism from different perspectives and in various contexts; however, no integrated empirical study has drawn conclusions regarding these findings. This study constructs a meta-analytic framework featuring 24 constructs, using data from 65 independent studies retrieved from 56 papers (N = 16,559). Thus, presence was identified as the core feature of AR/VR in tourism. Through the 472 relationships involved, we found that presence has varied effects on tourism experience, either directly or indirectly, through the mediators of value perception and psychological response. Furthermore, simulation type and social interaction positively moderated the effect of presence on tourism experience, prior visitation had a negative moderating effect, while the effect of experience type was not significant. These findings contribute to the development of AR/VR in tourism.