Turizm ve Konaklama Sektöründe Sanal ve Artırılmış Gerçeklik: Uygulamalar, Teorik Temeller, Metodolojik Gelişmeler ve Stratejik Çıkarımların Bütünsel Bir İncelemesi

Abstract

Bu çalışma, turizm ve konaklama sektöründe sanal gerçeklik (VR) ve artırılmış gerçeklik (AR) teknolojilerinin mevcut durumuna ilişkin kapsamlı bir inceleme sunmaktadır. Kapsamlı bir yaklaşımla, VR ve AR uygulamalarının bu sektörlerde nasıl kullanıldığı, söz konusu teknolojilerin altında yatan teorik temeller, araştırma metodolojilerindeki ilerlemeler ve gelecekteki stratejik çıkarımlar detaylı bir şekilde değerlendirilmektedir. Bu derleme, literatürdeki mevcut boşlukları doldurarak, araştırmacılar ve sektör profesyonelleri için VR/AR'ın potansiyelini ve zorluklarını anlamalarına yönelik bütüncül bir bakış açısı sağlamayı amaçlamaktadır. Elde edilen bulgular, VR ve AR'ın müşteri deneyimini zenginleştirme, operasyonel verimliliği artırma ve pazarlama stratejilerini dönüştürme potansiyelini vurgulamaktadır. Ayrıca, gelecekteki araştırmalar için öneriler sunularak, bu dinamik alandaki bilgi birikimine katkıda bulunulmaktadır.

Keywords

• Sanal Gerçeklik
• Arttırılmış Gerçeklik
• Sürükleyici Teknolojiler
• Turizm

Virtual and Augmented Reality in Tourism and Hospitality: A Holistic Review of Applications, Theoretical Foundations, Methodological Progress, and Strategic Implications

Abstract

The tourism and hospitality sector is undergoing a significant digital transformation, driven by the emergence of immersive technologies like Virtual Reality (VR) and Augmented Reality (AR). Despite their growing adoption and scholarly interest, the existing literature on VR/AR in this domain remains fragmented, lacking a comprehensive synthesis. This paper addresses this gap by critically reviewing and synthesizing current research on VR and AR applications within tourism and hospitality. It systematically maps their definitions, diverse applications across the entire customer journey (pre-travel, on-site, and post-travel), key influencing factors for adoption, and common methodological approaches employed in their study. The review details the theoretical underpinnings, including prominent frameworks like the Presence-Emotion-Intention (PEI) model, and highlights advancements in research design and data analysis techniques. Ultimately, this paper provides a consolidated understanding of VR/AR's impact on the sector, culminating in a structured future research agenda that emphasizes methodological advancements, deeper content and interaction research, cross-cultural considerations, and extended application areas, particularly within hospitality settings. It also offers actionable managerial implications for industry practitioners seeking to leverage these transformative technologies for enhanced customer experiences and strategic advantage.

Keywords

• Virtual Reality (VR)
• Augmented Reality (AR)
• Immersive Technologies
• Tourism

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