Virtual Reality in Tourism Research: A Thematic Literature Review
DOI:
https://doi.org/10.70301/JOUR/SBS-JABR/2025/13/2/3Keywords:
Virtual Reality;, Tourism Research;, Marketing Strategies;, Tourist Behavior;, Technology Adoption;Abstract
This study presents a comprehensive thematic and evolutionary review of 158 peer-reviewed journal articles and conference proceedings published over the past 25 years (2000–2024), examining the role of Virtual Reality (VR) in tourism research. Using a thematic literature review approach, the study identifies six core themes: virtual travel and sustainability; VR applications and system development; tourist experience and engagement; technology acceptance and behavioral intentions; destination marketing and promotion; and cultural heritage and virtual tourism. The findings reveal a significant shift from early conceptual explorations to practical implementations of VR in enhancing tourist experiences, destination branding, and post-pandemic recovery strategies. By synthesizing prevailing theoretical frameworks and methodological trends, the review maps the 25-year trajectory of VR in tourism and identifies key research gaps. This study offers valuable insights for scholars, developers, and industry stakeholders seeking to understand and advance the role of VR in shaping the future of tourism.
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