The Role of AR/VR in Improving Customer Experience: A Comprehensive View of Experience and Technology-Based Theories for Tourism Metamorphosis
Dhouha Jaziri, Aymen Ben Hassine, Rym Bouzaabia · Apple Academic Press eBooks · 2023
This chapter presents a constructive literature review to discuss the adoption of artificial intelligence (AI) in the tourism industry. AI is discussed as a new way to support the tourism metamorphosis for a better response to the COVID-19 apocalypse and a relevant tool to embrace a postmodern experience. On one hand, we thoroughly examine theories studying customer experience and those VR/AR technologies. On the other hand, we aim to outline the impact of VR/AR in improving the customer experience via customer engagement (CE). In this regard, the chapter discusses how the customer experience could be improved through the VR/AR system’s use via CE and the extent to which cultural and heritage tourism (CHT) could constitute a favorable ground for adopting AI. Hence, main 178 managerial constraints and literature gaps have been identified and enable us to provide future developments.