Status of the application of immersive technologies in tourism research

Abstract

This study presents a systematic bibliometric analysis of immersive technologies in tourism, focusing on VR, AR and MR. It analyzes 420 publications in Scopus and Web of Science across three periods: VR (1995–2023), AR (2014–2023), and MR (2018–2023). Key metrics examined include publication trends, thematic evolution, journal impact, collaboration networks, and national contributions.

VR emerges as the most mature and extensively studied field, with major contributions from China, the UK, and the US. Key themes include destination marketing and tourist satisfaction. AR has seen rapid growth since 2020, particularly in cultural heritage tourism, led by scholars in the UK, China, and Portugal. Increasing attention is directed toward user experience, technology acceptance, and immersive storytelling. In contrast, MR remains underexplored due to technical and cost barriers but show potential for multisensory engagement. Authorship in both VR and AR is fragmented, with a few high-impact teams contributing the majority of output. Research is also geographically imbalanced, with limited contributions from Latin America, Africa, and Southeast Asia.

Future research should focus on personalizing immersive experiences and deepening understanding of users’ emotional and behavioral responses to VR, AR, and MR. Advancing AR, addressing MR’s technical barriers, evaluating long-term impacts, and expanding regional representation are key to enhancing the inclusivity and generalizability of immersive tourism research.