The Role of Extended Reality in Tourism
Eszter Marczell-Szilágyi, Ilona Béres, Tímea Magyar, Judit Grotte · 2023
The purpose of this study is to examine the attainable opportunities that Virtual Reality (VR) technologies can offer for the tourism services sector to provide higher level of consumer experience for their customers and in addition how to generate business advantage and opportunity for higher profitability based on effective implementation. Using the method of comparative case study analysis of three chosen touristic destinations as primary research, this paper analyses the several aspects of customer experience that can be presented with or without the active using of possibilities offered by VR- and AR-technologies. Starting from the theory of cognitive info communication, in this paper we examine the possibilities and effects of VR solutions implemented in tourism services sector in the light of customer experience.