Impact of Augmented Reality and Virtual Reality on Consumer Buying Decisions: Evidence from the Tourism Industry in Bangladesh

This research aims to investigate how consumer purchasing decisions in the tourism sector are affected by Augmented Reality (AR) and Virtual Reality (VR), considering the constantly changing competitive environment and technical progress. This study employs a mixed-methods approach, integrating quantitative evaluation of consumer preferences with qualitative analysis of industry trends. Surveys to determine customer attitudes and behavior are used in conjunction with case studies of AR and VR implementation in the tourism industry and literature reviews to gather data. By boosting experiential marketing and offering immersive interactions with locations and products, AR and VR technologies significantly impact consumer purchasing decisions in the tourism sector. AR and VR provide unique benefits like realistic imagery and involvement, which raise client satisfaction and intention to buy. Although AR and VR have exciting promise, issues with accessibility, technological limitations, and cost may prevent mainstream implementation. Furthermore, cultural and demographic factors may influence customer acceptance and usage trends.