Talawar, A.S, S.Alathur, S.2026-02-032025Asia Pacific Journal of Tourism Research, 2025, 30, 1, pp. 38-5610941665https://doi.org/10.1080/10941665.2024.2414890https://idr.nitk.ac.in/handle/123456789/20530This 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.hospitality industrytourist behaviorvirtual reality