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

Yıl 2025, Cilt: 6 Sayı: 1, 35 - 64, 02.08.2025

Engin Tengilimoğlu

Öz

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.

Anahtar Kelimeler

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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

• Bartle, R. (2007). Presence and flow. Techné: Research in Philosophy and Technology, 10(3), 39–54. https://doi.org/10.5840/techne200710311
• Beck, J., Rainoldi, M., & Egger, R. (2019). Virtual reality in tourism: A state-of-the-art review. Tourism Review, 74(3), 586–612. https://doi.org/10.1108/tr-03-2017-0049
• Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the internet—The state of etourism research. Tourism Management, 29(4), 609–623. https://doi.org/10.1016/j.tourman.2008.01.005
• Cho, Y., Wang, Y., & Fesenmaier, D. R. (2002). Searching for experiences. Journal of Travel & Tourism Marketing, 12(4), 1–17. https://doi.org/10.1300/j073v12n04_01
• Choi, J., Ok, C., & Choi, S. (2015). Outcomes of destination marketing organization website navigation: The role of telepresence. Journal of Travel & Tourism Marketing, 33(1), 46–62. https://doi.org/10.1080/10548408.2015.1024913
• Chung, N., Han, H., & Joun, Y. (2015). Tourists’ intention to visit a destination: The role of augmented reality (AR) application for a heritage site. Computers in Human Behavior, 50, 588–599. https://doi.org/10.1016/j.chb.2015.02.068
• Chung, N., Lee, H., Kim, J., & Koo, C. (2017). The role of augmented reality for experience-influenced environments: The case of cultural heritage tourism in Korea. Journal of Travel Research, 57(5), 627–643. https://doi.org/10.1177/0047287517708255 Csikszentmihalyi, M. (1977). Beyond boredom and anxiety. Jossey-Bass.
• Deci, E. L., & Ryan, R. M. (1985). The general causality orientations scale: Self-determination in personality. Journal of Research in Personality, 19(2), 109–134.
• Disztinger, P., Schlögl, S., & Groth, A. (2017). Technology acceptance of virtual reality for travel planning. In R. Schegg & B. Stangl (Eds.), Information and communication technologies in tourism 2017 proceedings of the international conference in Rome, Italy, 24-26 January (pp. 255–268). Springer.
• Dueholm, J., & Smed, K. M. (2014). Heritage authenticities – A case study of authenticity perceptions at a Danish heritage site. Journal of Heritage Tourism, 9(4), 285–298. https://doi.org/10.1080/1743873x.2014.905582
• Guttentag, D. (2010). Virtual reality: Applications and implications for tourism. Tourism Management, 31(5), 637–651. https://doi.org/10.1016/j.tourman.2009.07.003
• Han, D. I., Jung, T., & Gibson, A. (2013). Dublin AR: Implementing augmented reality in tourism. In Information and communication technologies in tourism 2014 (pp. 511–523). Springer International Publishing.
• Han, D. I., tom Dieck, M. C., & Jung, T. (2018). User experience model for augmented reality applications in urban heritage tourism. Journal of Heritage Tourism, 13(1), 46–61.
• He, Z., Wu, L., & Li, X. R. (2018). When art meets tech: The role of augmented reality in enhancing museum experiences and purchase intentions. Tourism Management, 68, 127–139.
• Huang, Y. C., Backman, S. J., & Backman, K. F. (2012). Exploring the impacts of involvement and flow experiences in second life on people’s travel intentions. Journal of Hospitality and Tourism Technology, 3(1), 4–23.
• Huang, Y. C., Backman, S. J., Backman, K. F., & Moore, D. (2013a). Exploring user acceptance of 3D virtual worlds in travel and tourism marketing. Tourism Management, 36, 490–501.
• Huang, Y. C., Backman, S. J., McGuire, F. A., Backman, K. F., & Chang, L. L. (2013b). Second life: The potential of 3D virtual worlds in travel and tourism industry. Tourism Analysis, 18(4), 471–477.
• Huang, Y. C., Backman, K. F., Backman, S., & Chang, L. L. (2015). Exploring the implications of virtual reality technology in tourism marketing: An integrated research framework. International Journal of Tourism Research, 18(2), 116–128.
• Huang, Y. C., Backman, K. F., Backman, S. J., & Chang, L. L. (2016). Exploring the implications of virtual reality technology in tourism marketing: An integrated research framework. International Journal of Tourism Research, 18(2), 116–128.
• Hwang, J., Yoon, S. Y., & Bendle, L. J. (2012). Desired privacy and the impact of crowding on customer emotions and approach-avoidance responses: Waiting in a virtual reality restaurant. International Journal of Contemporary Hospitality Management, 24(2), 224–250.
• Hyun, M. Y., & O'Keefe, R. M. (2012). Virtual destination image: Testing a telepresence model. Journal of Business Research, 65(1), 29–35.
• Javornik, A. (2016). ‘It’s an illusion, but it looks real!’ Consumer affective, cognitive and behavioral responses to augmented reality applications. Journal of Marketing Management, 32(9/10), 987–1011.
• Jung, T. H., & tom Dieck, M. C. (2017). Augmented reality, virtual reality and 3D printing for the co-creation of value for the visitor experience at cultural heritage places. Journal of Place Management and Development, 10(2), 140–151.
• Jung, T., Chung, N., & Leue, M. C. (2015). The determinants of recommendations to use augmented reality technologies: The case of a Korean theme park. Tourism Management, 49, 75–86. https://doi.org/10.1016/j.tourman.2015.02.013
• Jung, T., tom Dieck, M. C., Lee, H., & Chung, N. (2016). Effects of virtual reality and augmented reality on visitor experiences in museum. In A. Inversini & R. Schegg (Eds.), Information and communication technologies in tourism 2016 proceedings of the international conference in Bilbao, Spain, 2-5 February (pp. 621–635). Springer.
• Jung, T., Lee, H., Chung, N., & tom Dieck, M. C. (2018). Cross-cultural differences in adopting mobile augmented reality at cultural heritage tourism sites. International Journal of Contemporary Hospitality Management, 30(3), 1621–1645. https://doi.org/10.1108/ijchm-02-2017-0084
• Kim, H. C., & Hyun, M. Y. (2016). Predicting the use of smartphone-based augmented reality (AR): Does telepresence really help? Computers in Human Behavior, 59, 28–38.
• Kounavis, C. D., Kasimati, A., & Zamani, E. D. (2012). Enhancing the tourism experience through mobile augmented reality: Challenges and prospects. International Journal of Engineering Business Management, 4. https://doi.org/10.5772/51644
• Kourouthanassis, P., Boletsis, C., Bardaki, C., & Chasanidou, D. (2015). Tourists responses to mobile augmented reality travel guides: The role of emotions on adoption behavior. Pervasive and Mobile Computing, 18, 71–87.
• Lee, H., Jung, T., tom Dieck, M. C., & Chung, N. (2020). Experiencing immersive virtual reality in museums. Information & Management, 57(5), 103229. https://doi.org/10.1016/j.im.2019.103229
• Lepouras, G., & Vassilakis, C. (2005). Virtual museums for all: Employing game technology for edutainment. Virtual Reality, 8(2), 96–106.
• Leue, M., tom Dieck, D., & Jung, T. H. (2014). A theoretical model of augmented reality acceptance. E-Review of Tourism Research, 5.
• Li, H., Daugherty, T., & Biocca, F. (2002). Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention: The mediating role of presence. Journal of Advertising, 31(3), 43–57. https://doi.org/10.1080/00913367.2002.10673675
• Li, S., Walters, G., Packer, J., & Scott, N. (2016). Using skin conductance and facial electromyography to measure emotional responses to tourism advertising. Current Issues in Tourism, 21(15), 1761–1783. https://doi.org/10.1080/13683500.2016.1223023
• Lombard, M., & Ditton, T. (1997). At the heart of it all: The concept of presence. Journal of Computer-Mediated Communication, 3(2), 321.
• Loureiro, S. M. C., Guerreiro, J., & Ali, F. (2020). 20 years of research on virtual reality and augmented reality in tourism context: A text-mining approach. Tourism Management, 77, 104028. https://doi.org/10.1016/j.tourman.2019.104028
• Marasco, A., Buonincontri, P., Van Niekerk, M., Orlowski, M., & Okumuş, F. (2018). Exploring the role of next-generation virtual technologies in destination marketing. Journal of Destination Marketing & Management, 9, 138–148. https://doi.org/10.1016/j.jdmm.2017.12.002
• Marchiori, E., Niforatos, E., & Preto, L. (2018). Analysis of users’ heart rate data and self-reported perceptions to understand effective virtual reality characteristics. Information Technology & Tourism, 18(1-4), 133–155. https://doi.org/10.1007/s40558-018-0104-0
• Mascho, E., & Singh, N. (2014). Virtual tourism: Use of “Second Life” for destination marketing. Anatolia, 25(1), 140–143
• Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press.
• Mosaker, L. (2001). Visualising historical knowledge using virtual reality technology. Digital Creativity, 12(1), 15–25.
• Nash, E. B., Edwards, G. W., Thompson, J. A., & Barfield, W. (2000). A review of presence and performance in virtual environments. International Journal of Human-Computer Interaction, 12(1), 1–41.
• North, M. M., & North, S. (2016). A comparative study of sense of presence of virtual reality and immersive environments. Australasian Journal of Information Systems, 20. https://doi.org/10.3127/ajis.v20i0.1168
• Olsson, T., Lagerstam, E., Kärkkäinen, T., & Väänänen, K. (2011). Expected user experience of mobile augmented reality services: A user study in the context of shopping centres. Personal and Ubiquitous Computing, 17(2), 287–304. https://doi.org/10.1007/s00779-011-0494-x
• Pallavicini, F., Pepe, A., Ferrari, G., Garcea, A., Zanacchi, A., & Mantovani, F. (2020). What is the relationship among positive emotions, sense of presence, and ease of interaction in virtual reality systems? An on-site evaluation of a commercial virtual experience. Presence, 27(2), 183–201. https://doi.org/10.1162/pres_a_00325
• Pantano, E., & Servidio, R. (2011). An exploratory study of the role of pervasive environments for promotion of tourism destinations. Journal of Hospitality and Tourism Technology, 2(1), 50–65.
• Papagiannidis, S., Pantano, E., See-To, E. W., & Bourlakis, M. (2013). Modelling the determinants of a simulated experience in a virtual retail store and users’ product purchasing intentions. Journal of Marketing Management, 29(13-14), 1462–1492.
• Penfold, P. (2009). Learning through the world of Second Life—A hospitality and tourism experience. Journal of Teaching in Travel & Tourism, 8(2-3), 139–160.
• Prayag, G., Hosany, S., & Odeh, K. (2013). The role of tourists' emotional experiences and satisfaction in understanding behavioral intentions. Journal of Destination Marketing & Management, 2(2), 118–127. https://doi.org/10.1016/j.jdmm.2013.05.001
• Rauschnabel, P. A., & Ro, Y. K. (2016). Augmented reality smart glasses: An investigation of technology acceptance drivers. International Journal of Technology Marketing, 11(2), 123–148.
• Rauschnabel, P. A., Brem, A., & Ivens, B. S. (2015). Who will buy smart glasses? Empirical results of two pre-market-entry studies on the role of personality in individual awareness and intended adoption of Google Glass wearables. Computers in Human Behavior, 49, 635–647.
• Rauschnabel, P. A., Rossmann, A., & tom Dieck, M. C. (2017). An adoption framework for mobile augmented reality games: The case of Pokémon Go. Computers in Human Behavior, 76, 276–286.
• Riva, G., Mantovani, F., Capideville, C. S., Preziosa, A., Morganti, F., Villani, D., & Alcañíz, M. (2007). Affective interactions using virtual reality: The link between presence and emotions. CyberPsychology & Behavior, 10(1), 45–56. https://doi.org/10.1089/cpb.2006.9993
• Schultze, U. (2010). Embodiment and presence in virtual worlds: A review. Journal of Information Technology, 25(4), 434–449. https://doi.org/10.1057/jit.2009.25
• Singh, N., & Lee, M. J. (2009). Exploring perceptions toward education in 3-D virtual environments: An introduction to “Second Life”. Journal of Teaching in Travel & Tourism, 8(4), 315–327.
• Suh, A., & Prophet, J. (2018). The state of immersive technology research: A literature analysis. Computers in Human Behavior, 86, 77–90.
• tom Dieck, M. C. t., & Jung, T. (2017). Value of augmented reality at cultural heritage sites: A stakeholder approach. Journal of Destination Marketing & Management, 6(2), 110–117. https://doi.org/10.1016/j.jdmm.2017.03.002
• tom Dieck, M. C., & Jung, T. (2018). A theoretical model of mobile augmented reality acceptance in urban heritage tourism. Current Issues in Tourism, 21(2), 154–174.
• tom Dieck, M. C., Jung, T., & Han, D. I. (2016a). Mapping requirements for the wearable smart glasses augmented reality museum application. Journal of Hospitality and Tourism Technology, 7(3), 230–253.
• tom Dieck, M. C. t., Jung, T., & Dieck, D. t. (2016b). Enhancing art gallery visitors’ learning experience using wearable augmented reality: Generic learning outcomes perspective. Current Issues in Tourism, 21(17), 2014–2034. https://doi.org/10.1080/13683500.2016.1224818
• Tussyadiah, I. P., Wang, D., & Jia, C. H. (2017). Virtual reality and attitudes toward tourism destinations. In R. Schegg & B. Stangl (Eds.), Information and communication technologies in tourism 2017 proceedings of the international conference in Rome, Italy, 24-26 January (pp. 229–239). Springer.
• Tussyadiah, I. P., Jung, T. H., & Tom Dieck, M. C. (2018a). Embodiment of wearable augmented reality technology in tourism experiences. Journal of Travel Research, 57(5), 597–611.
• Tussyadiah, I. P., Wang, D., Jung, T. H., & Tom Dieck, M. C. (2018b). Virtual reality, presence, and attitude change: Empirical evidence from tourism. Tourism Management, 66, 140–154.
• Wei, W. (2019). Research progress on virtual reality (VR) and augmented reality (AR) in tourism and hospitality. Journal of Hospitality and Tourism Technology, 10(4), 539–570. https://doi.org/10.1108/jhtt-04-2018-0030
• Yaoyuneyong, G., Foster, J., Johnson, E., & Johnson, D. (2016). Augmented reality marketing: Consumer preferences and attitudes toward hypermedia print ads. Journal of Interactive Advertising, 16(1), 16–30.
• Yung, R., & Khoo-Lattimore, C. (2017). New realities: A systematic literature review on virtual reality and augmented reality in tourism research. Current Issues in Tourism, 22(17), 2056–2081. https://doi.org/10.1080/13683500.2017.1417359
• Yung, R., Khoo-Lattimore, C., & Potter, L. E. (2021). Virtual reality and tourism marketing: Conceptualizing a framework on presence, emotion, and intention. Current Issues in Tourism, 24(11), 1505–1525.