Our recently published literature review by Zhanyue ZHANG, Don Wu, Yim King Penny Wan & Wan Lok Alan Cheng provides a comprehensive analysis of virtual reality (VR) and augmented reality (AR) research in the hospitality and tourism industry using the Theory-Context-Characterization-Methodology (TCCM) framework. This review systematically examines existing literature and applies TCCM to explore theoretical foundations, contextual factors (research sites, themes, perspectives of research subjects, and positive and negative analyses), characterization (antecedents and outcomes), and methodological aspects of VR and AR research. Additionally, it identifies research gaps within the context of eight key themes, offering guidance for future studies. These research directions are both relevant and actionable, making a significant contribution to the field. 香港城市大学 Macao University of Tourism 澳門旅遊大學 - UTM School of Hotel and Tourism Management, The Hong Kong Polytechnic University Full paper: https://lnkd.in/d7EDvXed
