Beyond Reality—How Are Virtual Reality and the Metaverse Shaping Tourism?

This study aims to systematically analyze scholarly research on virtual reality (VR), augmented reality (AR), and the metaverse in the tourism and hospitality sectors, offering insights into publication patterns, key contributors, thematic evolution, and potential research directions from 2016 to mid-2025. It maps how the literature evolved in response to technological maturation and changing tourism constraints. A systematic literature review and comprehensive bibliometric analysis were conducted using the Scopus database. The analysis encompassed bibliographic metrics, thematic clustering, and content analysis techniques to identify influential journals, authors, and evolving research themes. The results reveal a pronounced acceleration in research activity post-2020, reflecting heightened interest due to the COVID-19 pandemic’s push towards digital and immersive solutions. Core journals identified include Tourism Management, Current Issues in Tourism, and Journal of Travel Research. Influential contributors such as Timothy H. Jung, M. Claudia tom Dieck, and Dimitrios Buhalis significantly shaped the field. The thematic trajectory demonstrates a shift from initial exploration and application of VR and AR technologies toward comprehensive integration into metaverse ecosystems, with emerging themes such as digital twins, synthetic experiences, immersive storytelling, and growing emphasis on ethical and sustainability considerations. By synthesizing nearly a decade of research, this study provides valuable insights into immersive technologies’ evolution in tourism and hospitality, identifying critical areas for future investigation aligned with enterprise information management strategies.