Advancements of virtual reality in tourism and hospitality research. A hybrid review using the TCCM framework

Abstract

This paper aims to explore the advancements in VR research within tourism and hospitality industry using a hybrid review approach combining bibliometric analysis and TCCM framework. The study uncovers the past, present, and emerging research themes in the field, with most studies grounded in theoretical foundations (T); it presents eleven distinct contexts of VR applications (C); and indicates VR experiences mostly enhance behavioral intentions to visit (C); quantitative approaches, such as surveys and experiments are preferred over qualitative methods (M). Finally, this study proposes a conceptual model and nomological network, along with directions for future research through the TCCM perspective. © 2024 Asia Pacific Tourism Association.