VR and AR research in the hospitality and tourism industry: a systematic review utilizing the theory-context-characteristics-methodology (TCCM) framework

Using the theory-context-characteristics-methodology (TCCM) framework, this study conducted a comprehensive review of the literature on Virtual Reality (VR) and Augmented Reality (AR) in hospitality and tourism. One hundred and twenty-five peer-reviewed publications from the lists of Social Sciences Citation Index (SSCI), Science Citation Index Expanded (SCIE), and Arts & Humanities Citation Index (AHCI) were obtained from the databases such as Scopus, Web of Science, and Google Scholar to be analyzed. This review systematically analyzed the extant literature utilizing the TCCM, detail issues related to theory, context (research location, research theme, research objects’ perspectives, and positive/negative analysis), characteristics (antecedents and outcomes), and methodology currently used in VR and AR research, and presents detailed domain research gaps in the context of eight themes for future research guidance, guided by the TCCM framework. These directions are both relevant and actionable and make far-reaching contributions to this industry.