Virtual Reality in Tourism Promotion

A Bibliometric Perspective on Scientific Literature

Abstract

Virtual Reality (VR) can inuence users' perception of a given location through experiences in immersive environments. In the tourism context, the use of this technology is crucial in the promotion of products and destinations by improving the perception of tourism content and generating impactful information. However, it is difficult to find comprehensive reviews of studies on VR in tourism. To overcome such limitation, this study is a desk-based, descriptive and retrospective research that combines bibliometric analysis techniques to 37 papers from the Web of Science and Scopus databases, between 1999 and 2020. We aim to provide an overview of the scientific production in the tourism sector associated with VR, identify empirical influences of the conceptual framework and suggest new paths. The results allow us to conclude that the use of VR for promotional purposes in tourism is infrequent. The most recurrent studies present software proposals for VR and reviews about technological concepts, marketing and destination image. There is little empirical evidence about the implications and applications of VR. Therefore, we consider imperative more research that explore the applicability of VR in tourism promotion.