Unpacking the role of virtual and augmented reality in tourism: a bibliometric analysis of benefits and challenges

The hospitality sector is changing because of advances in virtual reality (VR) and augmented reality (AR), which improve visitor experiences, streamline processes, and offer creative marketing opportunities. This paper explores VR/AR as both a boon and a challenge for hospitality businesses. Using the Scopus database, a data set of 110 relevant papers covering 2000–2024 was analyzed using VOSviewer and Biblioshiny. This study analyzes annual publication trends, identifying China as the foremost contributor, followed by the United Kingdom. Key journals such as Sustainability (Switzerland) and Tourism Management, and institutions including the University of Florida and Georgia Institute of Technology play pivotal roles. These findings offer insights into the evolving research landscape in the dark sides of virtual and augmented reality. This study makes a valuable contribution by offering a thorough bibliometric examination of the negative aspects of augmented and virtual reality.