Exploring virtual and augmented reality in the hospitality industry: A bibliometric analysis

Purpose – Virtual reality (VR) and augmented reality (AR) technologies are evolving, with scholars highlighting important roles and potential advantages for their use, particularly in the hospitality sector. This bibliometric study examined VR/AR research in the hospitality industry to take stock of the literature in this field and consider potential future directions. Methodology/Design/Approach – Using the Web of Science database, 213 relevant articles were selected and analyzed. Descriptive analysis was conducted using RStudio to identify the most productive countries, journals, authors, and institutions. The most influential topics were identified using keyword co-occurrence analysis in VOSviewer. Findings – The results revealed that VR/AR research in the hospitality sector has recently gained prominence, with China leading in contributions. Three major clusters of themes emerged: (i) the impact of VR on hospitality, tourism, and destinations; (ii) technology enhancing satisfaction and performance in hotels ; and (iii) user acceptance of AR in travel. Originality of the research – This study offers an overview of VR/AR research trends in the hospitality industry based on a bibliometric analysis of literature data from the Web of Science database. It provides research mapping to identify current developments in the VR/AR literature within this industry and sheds light on areas for future research.