Exploring virtual reality and augmented reality applications in tourism destination research: a systematic literature review and directions for future research

Purpose This research conducts a systematic literature review and bibliometric analysis to examine the application of virtual and augmented reality in tourism. The study highlights current trends, advancements and potential impacts of these immersive technologies on the industry. Design/methodology/approach The study analyzed 95 peer-reviewed articles published between 2015 and 2024 in the Web of Science (WoS) database. A bibliometric analysis was conducted using R software to evaluate research trends, citation patterns and thematic clusters to provide insights into the field of tourism. Findings The findings indicate significant growth in the study of virtual reality (VR) and augmented reality (AR) within the tourism sector, particularly in destination marketing and immersive experiences. VR enhances destination branding, whereas AR mainly focuses on heritage and cultural tourism. Practical implications The finding provides valuable insights for destination marketers and tourism stakeholders. Virtual reality (VR) and augmented reality (AR) can enhance virtual tours, destination branding and visitor engagement. Addressing technological challenges and improving interfaces is essential for increasing adoption. Integrating these technologies with sustainable tourism can reduce possible negative environmental impacts and support the preservation of cultural heritage. Originality/value This study enhances the understanding of immersive tourism through a bibliometric analysis of virtual and augmented reality applications. It identifies key research clusters, emerging themes and areas for future exploration, offering a roadmap for advancing digital tourism.