VR/AR in Tourism: A Synthesis of Methodologies and Emerging Contexts
Category: Modelling · Effect: Moderate effect · Year: 2017
A systematic review reveals that while VR and AR are increasingly explored in tourism, research often lacks theoretical grounding and faces challenges in consistent terminology and usability.
Design Takeaway
When designing VR/AR experiences for tourism, ensure clear communication of features and benefits, and rigorously test for usability to overcome user adoption barriers.
Why It Matters
Understanding the current landscape of VR/AR research in tourism is crucial for designers and developers aiming to create effective and engaging experiences. Identifying common contexts and methodological approaches can inform future design projects and highlight areas ripe for innovation.
Key Finding
The review found that most VR/AR research in tourism focuses on marketing and education, but struggles with consistent language and a strong theoretical basis, with usability and awareness being key challenges.
Key Findings
- Marketing and tourism education are the most common contexts for VR/AR research in tourism.
- There is heterogeneity in terminology usage for VR/AR technologies.
- A lack of theory-based research is prevalent in VR/AR tourism studies.
- Identified research gaps include challenges related to technology awareness, usability, and time commitment.
Research Evidence
Aim: To systematically review existing academic literature on Virtual Reality (VR) and Augmented Reality (AR) in tourism to identify emerging contexts, methodologies, and research gaps.
Method: Systematic Literature Review
Procedure: The researchers conducted a systematic search of academic databases for literature on VR and AR in tourism, synthesizing findings from 46 selected manuscripts to answer specific research questions regarding contexts, technologies, methodologies, and gaps.
Sample Size: 46 manuscripts
Context: Tourism and Hospitality
Design Principle
Standardize terminology and rigorously test for usability in immersive technology design.
How to Apply
When conceptualizing a VR/AR tourism product, conduct a thorough review of existing research to understand common pitfalls and successful approaches, particularly concerning user interaction and information presentation.
Limitations
The review is limited to academic literature published up to 2017 and may not capture the most recent advancements or industry-specific applications.
Student Guide (IB Design Technology)
Simple Explanation: This study looked at lots of papers about VR and AR in travel. It found that most research is about selling travel or teaching about it, but people don't always agree on what to call VR/AR, and the research isn't always based on strong theories. It also found that people find VR/AR hard to use sometimes and don't always know about it.
Why This Matters: Understanding the research landscape helps you identify gaps and opportunities for your own design project, ensuring you build upon existing knowledge and address real-world challenges.
Critical Thinking: Given the identified lack of theory-based research, how can designers proactively integrate theoretical frameworks into the development and evaluation of VR/AR tourism experiences to enhance their effectiveness and impact?
IA-Ready Paragraph: A systematic literature review by Yung and Khoo-Lattimore (2017) synthesized 46 manuscripts on VR/AR in tourism, revealing that while marketing and education are common contexts, research often suffers from inconsistent terminology and a lack of theoretical grounding. Key challenges identified included technology awareness and usability, suggesting areas for focused design and development efforts.
Project Tips
- When researching VR/AR for your design project, look for studies that use clear definitions and test usability thoroughly.
- Consider how your design can help overcome common user challenges like understanding the technology or finding it easy to use.
How to Use in IA
- Cite this review when discussing the current state of VR/AR research in tourism, particularly when highlighting common contexts or identified challenges.
Examiner Tips
- Demonstrate an understanding of the existing research landscape for your chosen technology, referencing key reviews like this one to contextualize your design choices.
Independent Variable: ["Type of immersive technology (VR/AR)","Tourism sector/context"]
Dependent Variable: ["Methodologies used","Theories applied","Identified research gaps (e.g., awareness, usability)"]
Strengths
- Systematic approach ensures comprehensive coverage of the literature.
- Addresses multiple facets of VR/AR research in tourism, including contexts, methodologies, and gaps.
Critical Questions
- How has the terminology for VR and AR evolved since this review was published?
- What are the most significant advancements in VR/AR usability for tourism since 2017?
Extended Essay Application
- An Extended Essay could explore the evolution of VR/AR applications in a specific tourism niche since 2017, building upon the identified gaps in this review.
Source
New realities: a systematic literature review on virtual reality and augmented reality in tourism research · Current Issues in Tourism · 2017 · 10.1080/13683500.2017.1417359