International Journal of Information Management Data Insights 2 (2022) 100085

Contents lists available at ScienceDirect

International Journal of Information Management Data

Insights
journal homepage: www.elsevier.com/locate/jjimei

Past, present, and future of virtual tourism-a literature review

Sanjeev Verma a,∗, Lekha Warrier a, Brajesh Bolia b, Shraddha Mehta b
a
NITIE, Mumbai, India
b
K J Somaiya Institute of Management, Mumbai, India

a r t i c l e i n f o a b s t r a c t

Keywords: Humanizing the tourism experience with virtual and augmented reality has gained traction, but fragmented
Virtual tourism literature delimits the holistic view. Present study bridges this knowledge gap through a comprehensive review
Smart tourism of 1652 articles published between 2000-2021. The present study is an integrative review that encapsulates
Digital tourism
quantitative (science mapping) and qualitative (intellectual structure mapping) methodologies. Findings suggest
Virtual reality
interaction among elements of virtual tourism like smartphones, augmented reality, virtual reality, big data, and
Augmented reality
Big data AI/ML are recasting the virtual tourism experience. The paper also offers a conceptual framework to unfold the
review future research directions.

1. Introduction tions in the tourism sector. Technology has offered new lever to tourism
and hospitality sector (Sharma et al., 2021). Digital transformations
“No matter why and where you travel. There is always something won- are recasting the communication space between firms and consumers
derful new to be found.” Humans are natural voyagers and inquisitive (Saheb et al., 2021). Virtual tourism emerged as an alternative to phys-
to explore new places. The word “tourism” was included in the Ox- ical tourism to give a beautiful preview of the actual destinations and
ford English Dictionary in 1811. Tourism involves a globular journey attractions (Pestek & Sarvan, 2020). Virtual tourism emerged as a po-
where tourists return to their point of origin (Leiper, 1983). The travel tential avenue to transform tourism value offering. Virtual reality (VR)
& tourism industry contributes significantly to global Gross Domestic is interactive and credible navigation of a place. VR technologies open
Product (GDP) and generates employment in the tourism sector (Obadic new opportunities in the tourism sector (Kaushal & Srivastava, 2021).
& Maric, 2009). Global trends indicate long-haul travel, adjoining coun- VR changes the way tourists experience destinations. Virtual tourism is
try tourism, wellness and health holidays, medical tourism, bucolic the future of tourism and revolutionizes the consumer’s experience at
and cultural tourism, ecotourism, spiritual tourism, sports & escapade an affordable budget; hence calls for a deep dive into existing research
tourism, and beach tourism as emerging areas of tourist interest. Fur- and future probabilities.
ther, the average age of the international tourists is reducing, indicating Past researchers pointed to technology as the key element for future
a rising segment of fledgling tourists taking a break for rejuvenation. trends in tourism (Bowen & Whalen, 2017). Traction for virtual tourism
In 2020, the spread of coronavirus led to widespread panic, anxiety, gets accelerated due to the pandemic (Korstanje & Clayton, 2012). Re-
public health crisis, economic and social disruptions. Pandemic trans- searchers also predicted strong growth of virtual tourism with cross-
verse changes in consumer behaviour (Yadav et al., 2021) lead to enor- collaboration among international operators for a wider presence in de-
mous losses in the tourism and hospitality sectors (Mahdikhani, 2022). veloping nations using technology (Sanjeev & Birdie, 2019).
Pandemic created a sense of fear and uncertainty reflected in the eq- Extant literature emphasizes the role of technology in driving
uity markets (Ghosh & Sanyal, 2021; Sarkar et al., 2021). Researchers tourism on several fronts, and customer reviews on social media have
explored public sentiments using social-mediated crisis communication become a powerful tool affecting the choice of destinations (Sahoo et al.,
models (Obembe et al., 2021). The world witnessed a steep jump in 2017; Yadav et al., 2021, Verma et al., 2021; Kitsios et al., 2022). Vir-
work from home activity and widespread unemployment (Chakraborty tual and augmented reality also create pull in shaping future trends
& Kar, 2021; Koch et al., 2021). (Yung & Khoo-Lattimore, 2019; Mohanty et al., 2020). Although past
In 2019, 1,461 million people traveled globally, while only 381 mil- researchers had mentioned technology as the key driver for future
lion people traveled globally in 2020, with a plummeting change of 74% tourism, including virtual tours, the comprehensive review entailing sci-
and a negative drop of 1080 million compared to 2019 due to the pan- ence performance mapping and intellectual structure analysis remains
demic. The slump in tourism and hospitality sectors led to digital innova- unaddressed. Comprehensive reviews set the tone for future research

∗
Corresponding author.
E-mail address: [email protected] (S. Verma).

https://doi.org/10.1016/j.jjimei.2022.100085
Received 18 January 2022; Received in revised form 26 May 2022; Accepted 27 May 2022
2667-0968/© 2022 The Author(s). Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license
(http://creativecommons.org/licenses/by-nc-nd/4.0/)
S. Verma, L. Warrier, B. Bolia et al. International Journal of Information Management Data Insights 2 (2022) 100085

with an understanding of the past and present of the research do- 2019), resulting in favorable tourists’ attitude, enjoyment, and higher
main (Chandra et al., 2022; Chandra & Verma, 2021; Lim et al., 2022; levels of revisit intentions (Makransky et al., 2020; Tussyadiah et al.,
Verma & Yadav, 2021; Verma, 2022; Verma & Sheel, 2022; Prasad & 2018).
Verma, 2022; Verma et al., 2021). The scant review delimits the re- Virtual tourism is rising, and the Covid pandemic in 2020 has fur-
search potential on virtual tourism. The present study aims to bridge ther boosted the need for virtual tourism (Mura et al., 2017; Wagler &
this gap to discern the past, present and future of the virtual tourism to Hanus, 2018). Virtual tourism quenched human curiosity to explore the
unfold the future research avenues. world when the entire world came to a standstill during the pandemic
This paper has seven sections. Section two presents the literature re- (Galí, 2022). Virtual tourism offers people a way to escape isolation
view, section three states the review methodology, section four presents (Talwar et al., 2022).
the performance analysis, section five focuses on bibliometric coupling,
section six provides the conceptual framework, and finally, section seven
presents the conclusion and the future research direction. 2.1. Immersive experience with technology (Augmented and virtual reality)

2. Conceptual background Technologies like AR/VR create an immersion where tourists lose
the sense between real and virtual worlds (Wedel et al., 2020). AR/VR
Tourism is a bundle of desires and exploration with tangible desti- offers interactivity, imagery, and immersion in the tourism experience
nations to intangible experiences (López-Guzmán & Santa-Cruz, 2017). (Raptis et al., 2018). Augmented reality uses synthetic images over real
Franklin (2003) mentions tourism as a subject of pleasurability and an images to project virtual objects as part of the real world (Wedel et al.,
individual engagement with the changing conditions of modernity with 2020). Virtual reality engages multiple senses like vision, sound, and
implications for nations, citizenships, consumerism, cosmopolitanism, touch for an immersive experience in virtual tourism (Kang, 2020). Em-
and globalization. Tourism is an economic activity of global signifi- bodiment equipment like VR head gear and helmet-mounted displays
cance, cutting across conventional sectors in the economy and acquir- induces a psychological immersion (Gonzalez et al., 2021). 3D presen-
ing the attention of governments, organizations, and academics. There tation and creation of virtual spaces engage tourist senses for a virtual
is no common structure representing the tourism industry; some places tourism experience (Daassi & Debbabi, 2021). AR technologies are spa-
are food, some are mountains, some are beaches, somewhere it is educa- tial, while VR technologies are three-dimensional. VR discern real il-
tion, and so on (Lickorish & Jenkins, 2007). Travel and tourism, one of lusion in the virtual world, while AR unfolds virtual image in the real
the biggest contributors to global GDP and generator of massive employ- world (Fan et al., 2022).
ment, holds significance globally and has immense potential to generate Human senses get so engrossed in the interactivity and vividness of
revenues (Sanjeev & Birdie, 2019; Theobald, 2012). Tourism helps to di- the virtual environment that it leads to a psychological immersion of
versify the local economy, improves infrastructure, and spurs economic telepresence. Interactivity, vividness, and immersion amalgamate for
growth. The inclusion of technology improves tourism productivity, ef- an amazing virtual tourism experience. Virtual reality induces men-
ficiency, effectiveness, and marketing (Momani et al., 2022). tal imagery for real-world like tourism experiences (He et al., 2018).
Over time, technology permeated into every walk of life. Technology Technological stimulations in AR/VR manipulate the real-world di-
is also reshaping the structure of tourism and offers enormous potential mensions to engage tourist imagery (affective/cognitive), and interac-
to breed in the future (Huang et al., 2016; Werthner & Klein,1999). tivity engulfs tourist attention for an unparalleled tourism experience
The digitalization of tourism led to new avatars like e-tourism, digital (Flavian et al., 2021).
tourism, smart tourism, and virtual tourism. Information and Communi-
cation Technologies (ICT) form the core of new avatars of tourism like 3. Review methodology
digital tourism/e-tourism/smart tourism/virtual tourism. E-tourism is
electronic excursions empowered with ICT tools, while smart tourism The systematic review encapsulating science mapping and intellec-
imbibes smart technologies like the Internet of things, cloud comput- tual structure mapping discern the past, present, and future of virtual
ing, virtual reality, GIS, and mobile internet for sustainably maximizing tourism. The systematic review addressed the articulated research ques-
tourist experience. Digital tourism is the convergence of the physical tions (Whittemore et al., 2014) and identified the pertinent studies to
and digital world. Virtual tourism is a fusion concept merging virtual map the research domain. Systematic review overarches the potential
reality and tourism into one. In its pure spirit, virtual tourism facili- weaknesses present in the narrative reviews (Tranfield et al., 2003)
tates a tourism experience without traveling (Neuburger et al., 2018; and provides a provision for designing a replicable research protocol
Wei, 2019). Its simplest form encompasses a video of the tourist desti- (Denyer and Tranfield, 2009; Boell & Cecez-Kecmanovic, 2015). The
nation where users can watch and hear the content on their smartphone, comprehensive and systematic review methodology allows a thorough
tab, or desktop and use their hearing and sight senses. Virtual Tourism and in-depth analysis of the research (Chandra & Verma, 2021; Verma
gained fascination as individuals could visit any place in real-time, in & Yadav, 2021; Verma et al., 2021). Based on established review guide-
any corner of the world, using their smartphones. lines in previous SLR studies (Verma & Yadav, 2021; Verma et al., 2021;
Virtual Reality (VR) is a computer-generated 3D atmosphere as the Mhatre et al., 2021), the present study identifies the trend and future of
“virtual environment” (Kardong-Edgren et al., 2019), and the user inter- virtual tourism. Fig. 1 highlights the review process used in this study.
acts with the virtual environment with the five senses. Physical involve-
ment and emotional presence are an integral part of the VR experience.
Marketers need to continuously innovate the forms of visual imagery to 3.1. Selection of database
tangibilize the intangible experience of tourism (Pestek & Sarvan, 2020).
Virtual tourism unfolds the opportunities for destination tourism with Search strategy forms the backbone for accessing the appropriate
segment-specific marketing strategies. Research indicates that tourists data sources. The pertinent sources covering the extant literature on
experiencing virtual tourism can follow their hedonistic desires and virtual tourism are located across journals. Bibliometric databases like
emotional experiences (Knobloch et al., 2017; Pestek & Sarvan, 2020). Scopus form the core of data in this study. Scopus is the largest database
VR is a precious tool in tourism planning progressions (Wei, 2019). The of peer-reviewed literature (Geraldi et al., 2011) and encompasses re-
VR’s ability to create genuine and navigable virtual environments of- search from renowned publishers, including IEEE, Taylor and Francis,
fers new opportunities for the tourism sector (Jayawardena, 2019). Im- Elsevier, Emerald, Springer, and Wiley. Systematic search, retrieval, and
mersive technologies (Virtual Reality) simulate real-life surroundings transferability of literature in Scopus instrumentalize this study’s data
with the simulation of multifaceted real-life situations (Andersen et al., collection and processing.

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S. Verma, L. Warrier, B. Bolia et al. International Journal of Information Management Data Insights 2 (2022) 100085

Fig. 1. Review methodology flow-chart.

3.2. Keyword selection in finding various articles pertaining to tour, tourist, tourism, etc. For
wider coverage of articles covering virtual tourism different keywords
Literature review establishes a comprehensive, unbiased, and repro- covering varied technological interventions in tourism like “Virtual Re-
ducible article search procedure. The authors used generic keywords like ality”, “Augmented Reality”, “Smart”, “Three Dimensional”, “Simula-
travel, tourism, and virtual, combining boolean operators like AND/OR. tion”, “Mobile”, “Immersive”, “Digital”, “Cyber”, “Artificial Intelli-
Keyword “tourism” and the magic keyword “tour∗ ” are instrumental gence”, “Machine Learning”, “electronic”, and “e-tourism” were used.

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3.3. Data collection and data filtering (inclusion/ exclusion of articles) Table 1

Description Results
Initial search with the keywords mentioned above resulted in 96,880
documents encompassing multidisciplinary publications from various Descriptive Statistics
Timespan 2000:2021
fields like economics, business, social sciences, arts and humanities,
Sources (Journals, Books, etc) 93
computer science, etc., published between 1983 and 2021. Applying the Documents 1652
first filter based on articles published only in business-related journals Average years from publication 5.54
reduced the literature corpus to 3853 articles. Information technology Average citations per document 27.94
Average citations per year per doc 4.076
and its applications are significant in the new millennium. To account
References 85398
for meaningful technological interventions in virtual tourism and re- Document Contents
cency, the search was delimited from the year 2000 onwards. With a Keywords Plus (ID) 1929
second filter based on the time horizon (2000-2021), the data corpus Author’s Keywords (DE) 5632
shrunk to 3666 articles. Careful screening of articles for relevance to Authors
Authors 3756
the specific focus on virtual tourism in the titles of the articles further
Author Appearances 5134
reduces the literature corpus to 1652 articles in the data set for further Authors of single-authored documents 302
analysis. Authors of multi-authored documents 3454
Authors Collaboration
Single-authored documents 327
3.4. Data preparation and data analysis Documents per Author 0.504
Authors per Document 1.99
Co-Authors per Documents 2.71
Carefully screened data focused on virtual tourism were saved in Collaboration Index 2.21
.csv and BibTeX file format for further analysis. Scopus literature corpus
was transported to Vosviewer and R Program to discern the research
domain’s performance mapping and intellectual structure mapping. For
co-authors per document were 2.71. We found the collaboration index
performance mapping of the research domain, descriptive analysis of
to be 2.21.
the data set and performance of key scientific actors like most influential
The annual total citation per year graph shows the progression of
authors, sources, and documents were performed. Publication trends on
publications available on virtual tourism from 2000 to 2021 (see Fig. 2).
time scale and subject index discern the present and future directions
There has been an exponential growth in the documents published, from
of the virtual tourism. Bibliographic coupling discerns the intellectual
just ten articles in 2000 to 399 articles in 2021. Upon analysing the
structure of the virtual tourism. Each emergent bibliographic cluster’s
timeframe, we can observe that the latest decade has recorded the high-
content and thematic analysis unfolds the research themes and future
est number of publications in the past two decades. The last five years
research directions.
in our data, including 2021 (2017 to 2021), have 1292 publications.
The increase in the number of published articles suggests the growing
4. Performance analysis popularity of the virtual tourism domain today. Also, the coronavirus
pandemic has acted as a tailwind for virtual tourism, enhancing future
4.1. Descriptive analysis researchers’ avenues.

The descriptive statistics of the data show that the virtual tourism re- 4.2. Source analysis
search domain included 1652 documents published in 93 sources across
the timespan from 2000 to 2021 (see Table 1). The average citations While reviewing the top 20 journals which published the maximum
per document (27.94) are high, indicating the research field’s popular- number of articles in the related field of research in virtual tourism and
ity. Three thousand seven hundred fifty-six authors used 5632 keywords smart tourism, the top 3 journals were Annals of Tourism Research, Cur-
in our data set. The authors of single-authored documents were 302, and rent Issues in Tourism, and the Asia Pacific Journal of Tourism Research
multi-authored documents were 3454. In the author’s collaboration, the with their respective h-index as 32,17 & 13. Annals of Tourism research
single-authored documents were 327, and the documents per author is the most productive platform and preferred journal for reference and
were 0.504. The authors per document in our data was 1.99, and the citations (see Table 2). The other top journals with high h-index citations

Fig. 2. Annual growth trend analysis.

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Table 2 Table 4
Most prominent sources. Most prominent documents.

Journal h_index TC NP Document Local Global TC per

Citations Citations Year
Annals Of Tourism Research 32 4681.00 78.00
Current Issues in Tourism 17 1311.00 61.00 Litvin et al. (2008) (Tourism management) 97 1325 94.64
Asia Pacific Journal of Tourism Research 13 469.00 41.00 Ert et al. (2016) (Tourism management) 12 557 92.83
Information And Management 11 619.00 11.00 Gretzel et al. (2015) (Electronic markets) 99 509 72.71
Industrial Management and Data Systems 9 909.00 14.00 Sparks & Browning (2011) (Tourism 52 731 66.45
Cities 8 287.00 23.00 management)
Electronic Commerce Research and Applications 6 156.00 10.00 Munar & Jacobsen (2014) (Tourism 45 432 54.00
European Journal of Tourism Research 6 111.00 14.00 management)
Electronic Markets 5 778.00 9.00 Vermeulen & Seegers (2009) (Tourism 53 690 53.08
E-Review of Tourism Research 5 262.00 26.00 management)
Cantallops & Salvi (2014) (International 38 404 50.50
Journal of Hospitality Management)
Table 3 Filieri et al. (2015) (Tourism management) 26 309 44.14
Most prominent authors. Guttentag (2010) (Tourism management) 63 449 37.42
Mauri & Minazzi (2013) (International 24 333 37.00
Author TC NP Average Citation per Year Journal of Hospitality Management)

Buhalis D 2054 22 108.11

Xiang Z 1564 12 156.40
Pan B 1561 8 120.08 trending regularly and consistently being cited by new researchers in
Litvin SW 1494 5 74.70 their research work.
Goldsmith RE 1407 2 108.23
The most trending document identified in the search is
Wang D 1299 12 144.33
Fesenmaier Dr 1221 9 43.61 Litvin et al. (2008), with 94.64 citations per year and positioned
Law R 1221 38 87.21 as the most cited document with 1325 global citations. Article au-
Sparks Ba 1024 3 102.40 thored by Gretzel et al. (2015) tops the chart in local citations
Chung N 968 16 96.80
with 99 local citations and 72.71 average citations per year. While
Gretzel U 938 15 85.27
Tom Dieck Mc 775 13 155.00
Litvin et al. (2008) carries the highest global citations as well as
Koo C 744 9 124.00 the highest citations per year, the two articles Ert et al. (2016) &
Browning V 731 1 73.10 Gretzel et al. (2015) are the most recent and trending with 92.83 &
Munar A M 729 4 81.00 72.71 citations per year.
Jacobsen JKS 727 3 80.78
Woodside AG 712 3 22.25
Seegers D 690 1 57.50 5. Intellectual structure analysis-bibliographic coupling
Vermeulen IE 690 1 57.50
Lysonski S 675 1 21.09 Bibliographic coupling discerns the intellectual structure of the vir-
tual tourism research domain. Cluster analysis based on bibliographic
coupling using VOSviewer software unfolds six research themes to drive
publishing tourism-related articles are Information and Management, the future research directions. Table 5 highlight these clusters with
Industrial Management and Data Systems, Electronic Markets, Cities, trending papers within each cluster. The virtual tourism research do-
Electronic Commerce Research and Applications indicating the involve- main is based on information and communication technology (ICT) plat-
ment of information technology and data in tourism sector research. forms, each cluster’s content analysis delineates the clusters objectively.
Two clusters, one belonging to interactions through tourism-based e-
commerce and internet communities, and another relating to electronic
4.3. Author analysis
word of mouth, intersected tourism with technology. After due consid-
eration, these two clusters were merged to represent the predominant
The total citations (TC), number of articles authored (NP), and av-
phenomenon of internet-based interactions. Subsequently, each cluster
erage citation per year indicated the most influential authors in our
was provided a title describing the phenomena it brought forth. Each
research domain. Buhalis D received the highest number of citations
cluster unraveled the research focus and formed the bases to build the
(2054), followed by Xiang Z (1564), Pan B (1561), Litvin SW (1494),
conceptual framework to glean insights into new future directions.
and Goldsmith RE (1407) (See Table 3). However, the highest number
of articles published is by Law R (38), and he has received total citations
5.1. Cluster 1: role of smartphones, mobility, and networking in tourism
of 1221. Hence, we can conclude that total citations are a better indica-
tor of the impact an author has created in a research domain using their
The quintessential cellular phone has evolved from a gadget for
quality papers in a minimum timeframe. Xiang Z scored the highest on
communication to habitual needs in tourism. Smartphone function-
the average citation per year parameter (156.40), which indicates that
alities mediate activities, shape experiences, and facilitate tourism
the articles authored by Xiang Z have received the highest number of
through behavioral and emotional influences (Wang et al., 2012). As
average citations per year amongst the top 20 authors.
per Wang et al. (2013), trust in smartphones and daily usage pat-
terns shape tourist behavior. Smartphone apps enrich the tourist ex-
4.4. Document analysis perience by providing instant personalized information using past data.
Dickinson et al. (2014) postulated that information exchange enhances
Articles with the highest global and local citations indicate the most the tourist competencies. Larsen et al. (2007) state the need to de-
influential research work (Table 4). Global citations are the citations exoticize tourism with technology use. There is a need of technology
received by any document in the entire research arena, while local cita- substituting proximal face-to-face meetings and influence others tourist
tions represent citations received in the selective relevant data captured (Larsen et al., 2007). According to Wang et al. (2016), tourism and ev-
in our study. One parameter gaining popularity in indicating the influ- eryday life are connected via technology.
ential and trending articles is TC per year (total citations per year). This Smartphone apps facilitate network analysis for improved gover-
suggests that the documents with higher numbers of TC per year are nance structures and enhanced demand creation (Baggio et al., 2010;

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Table 5
Intellectual structure analysis.

Author Title Source Year Citations

Cluster 1: Role of Smartphones, Mobility, and Networking in Tourism (NP=241, TC = 5276, TCpA = 21.89212
Wang D.; Park S.; Fesenmaier D.R. The Role of Smartphones in Mediating the Journal of Travel Research, 51(4), 371-387 2012 326
Touristic Experience
Larsen J.; Urry J.; Axhausen K.W. Networks and tourism. Mobile social life Annals of Tourism Research, 34(1), 244-262 2007 254
Wang D.; Xiang Z.; Fesenmaier D.R. Smartphones use in everyday life and travel Journal of Travel Research, 55(1), 52-63 2016 226
Baggio R.; Cooper C. Knowledge transfer in a tourism destination: the Service Industries Journal, 30(10), 1757-1771 2010 184
effects of a network structure
Wang D.; Xiang Z.; Fesenmaier D.R. Adapting to the mobile world: a model of Annals of Tourism Research, 48, 11-26 2014 182
smartphone use
Dickinson J.E.; Ghali K.; Cherrett T.; Speed C.; Tourism And the Smartphone App: Capabilities, Current Issues in Tourism, 17(1), 84-101 2014 175
Davies N.; Norgate S. Emerging Practice, and Scope in The Travel
Domain
Hannam K.; Butler G.; Paris C.M. Developments and key issues in tourism Annals of Tourism Research, 44(1), 171-185 2014 154
mobilities
Liu D.; Li X.; Santhanam R. Digital Games and Beyond: What Happens When MIS Quarterly: Management Information 2013 142
Players Compete? Systems, 37(1), 111-124
Pechlaner H.; Baggio R.; Scott N.; Cooper C. Improving tourism destination governance: a Tourism Review, 65(4), 51-60 2010 134
complexity science approach
Larsen J. Tourism mobilities and the travel glance: Scandinavian Journal of Hospitality and 2001 123
experiences of being on the move Tourism, 1(2), 80-98
Govers R.; Go F.M.; Kumar K. Virtual destination image a new measurement Annals of Tourism Research, 34(4), 977-997 2007 102
approach
Cluster 2: Role of Internet-based Interactions in Tourism
2(a) : Interactions Through Tourism-based e-Commerce and Internet Communities (NP=223, TC =2711 , TCpA = 12.15695)
Torkzadeh G.; Dhillon G. Measuring Factors That Influence the Success of Information Systems Research, 13(2), 187-204 2002 378
Internet Commerce
Wang Y.; Fesenmaier D.R. Towards Understanding Members’ General Tourism Management, 25(6), 709-722 2004 325
Participation in And Active Contribution to An
Online Travel Community
Oliveira T.; Martins M.F. Understanding E-Business Adoption Across Industrial Management and Data Systems, 2010 290
Industries in European Countries 110(9), 1337-1354
Cao M.; Zhang Q.; Seydel J. B2C E-Commerce Web Site Quality: An Industrial Management and Data Systems, 2005 280
Empirical Examination 105(5), 645-661
Bonsón Ponte E.; Carvajal-Trujillo E.; Influence Of Trust and Perceived Value on The Tourism Management, 47, 286-302 2015 258
Escobar-Rodríguez T. Intention to Purchase Travel Online: Integrating
the Effects of Assurance on Trust Antecedents
Escobar-Rodríguez T.; Carvajal-Trujillo E. Online Purchasing Tickets for Low-Cost Carriers: Tourism Management, 43, 70-88 2014 246
An Application of The Unified Theory of
Acceptance and Use of Technology (UTAT)
Model
Amaro S.; Duarte P. An Integrative Model of Consumers’ Intentions Tourism Management, 46, 64-79 2015 225
to Purchase Travel Online

Alexandris K.; Kouthouris C.; Meligdis A. Increasing Customers’ Loyalty in A Skiing International Journal of Contemporary 2006 202
Resort: The Contribution of Place Attachment Hospitality Management, 18(5), 414-425
and Service Quality
Wu J.-J.; Chang Y.-S. Towards Understanding Members’ Interactivity, Industrial Management and Data Systems, 2005 177
Trust, And Flow in Online Travel Community 105(7), 937-954
Jung T.; Chung N.; Leue M.C. The Determinants of Recommendations to Use Tourism Management, 49, 75-86 2015 172
Augmented Reality Technologies: The Case of a
Korean Theme Park
Gursoy D.; Gavcar E. International Leisure Tourists’ Involvement Annals Of Tourism Research, 30(4), 906-926 2003 158
Profile
Cluster 2: 2(b) Role of Electronic Word of Mouth (NP=188, TC = 10987, TCpA =58.44149 )
Litvin S.W.; Goldsmith R.E.; Pan B. Electronic Word-Of-Mouth in Hospitality and Tourism Management, 29(3), 458-468 2008 1325
Tourism Management
Sparks B.A.; Browning V. The Impact of Online Reviews on Hotel Booking Tourism Management, 32(6), 1310-1323 2011 731
Intentions and Perception of Trust
Vermeulen I.E.;Seegers D. Tried And Tested: The Impact of Online Hotel Tourism Management, 30(1), 123-127 2009 690
Reviews on Consumer Consideration
Ert E.; Fleischer A.; Magen N. Trust And Reputation in The Sharing Economy: Tourism Management, 55, 62-73 2016 557
The Role of Personal Photos in Airbnb
Munar A.M.; Jacobsen J.K.S. Motivations For Sharing Tourism Experiences Tourism Management, 43, 46-54 2014 432
Through social media
Serra Cantallops A.; Salvi F. New Consumer Behavior: A Review of Research International Journal of Hospitality 2014 404
on EWoM And Hotels Management, 36, 41-51
Mauri A.G.; Minazzi R. Web Reviews Influence on Expectations and International Journal of Hospitality 2013 333
Purchasing Intentions of Hotel Potential Management, 34(1), 99-107
Customers
Filieri R.; Alguezaui S.; Mcleay F. Why Do Travelers Trust Tripadvisor? Tourism Management, 51, 174-185 2015 309
Antecedents Of Trust Towards
Consumer-Generated Media and Its Influence on
Recommendation Adoption and Word of Mouth
(continued on next page)

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Table 5 (continued)

Author Title Source Year Citations

Ghose A.; Ipeirotis P.G.; Li B. Designing Ranking Systems for Hotels on Travel Marketing Science, 31(3), 493-520 2012 307
Search Engines by Mining User-Generated and
Crowdsourced Content
O’Connor P. Managing A Hotel’s Image on Tripadvisor Journal of Hospitality Marketing and 2010 282
Management, 19(7), 754-772
Xiang Z.; Du Q.; Ma Y.; Fan W. A Comparative Analysis of Major Online Review Tourism Management, 58, 51-65 2017 279
Platforms: Implications for Social Media
Analytics in Hospitality and Tourism
Cluster 3: Application of Information, Communication and Technologies (ICT) in tourism (NP= 140, TC =5821 , TCpA =41.57857 )
Gretzel U.; Sigala M.; Xiang Z.; Koo C. Smart Tourism: Foundations and Developments Electronic Markets, 25(3), 179-188 2015 509
Guttentag D.A. Virtual Reality: Applications and Implications Tourism Management, 31(5), 637-651 2010 449
for Tourism
Kim M.-J.; Chung N.; Lee C.-K. The Effect of Perceived Trust on Electronic Tourism Management, 32(2), 256-265 2011 353
Commerce: Shopping Online for Tourism
Products and Services in South Korea
Buhalis D.; Licata M.C. The Future ETourism Intermediaries Tourism Management, 23(3), 207-220 2002 329
Buhalis D.; O’Connor P. Information Communication Technology Tourism Recreation Research, 30(3), 7-16 2005 198
Revolutionizing Tourism
Buhalis D.; Foerste M. SoCoMo Marketing for Travel and Tourism: Journal Of Destination Marketing and 2015 187
Empowering Co-Creation of Value Management, 4(3), 151-161
Jacobsen J.K.S.; Munar A.M. Tourist Information Search and Destination Tourism Management Perspectives, 1(1), 39-47 2012 176
Choice in A Digital Age
Neuhofer B.; Buhalis D.; Ladkin A. Smart Technologies for Personalized Electronic Markets, 25(3), 243-254 2015 175
Experiences: A Case Study in The Hospitality
Domain
Ahas R.; Aasa A.; Roose A.; Mark U.; Silm S. Evaluating Passive Mobile Positioning Data for Tourism Management, 29(3), 469-486 2008 163
Tourism Surveys: An Estonian Case Study
Chircu A.M.; Kauffman R.J. Limits To Value in Electronic Commerce-Related Journal of Management Information Systems, 2000 156
It Investments 17(2), 59-80
Del Chiappa G.; Baggio R. Knowledge Transfer in Smart Tourism Journal of Destination Marketing and 2015 130
Destinations: Analyzing the Effects of a Network Management, 4(3), 145-150
Structure
Cluster 4: Role of Big Data Analytics/ Data Mining in Creating Smart Urban Ecosystems (NP= 101, TC = 1679 , TCpA = 16.62376 )
Marine-Roig E.; Anton Clavé S. Tourism Analytics with Massive User-Generated Journal of Destination Marketing and 2015 154
Content: A Case Study of Barcelona Management, 4(3), 162-172
Wang X.; Li X.R.; Zhen F.; Zhang J. How Smart Is Your Tourist Attraction? Tourism Management, 54, 309-320 2016 121
Measuring Tourist Preferences of Smart Tourism
Attractions Via A FCEM-AHP and IPA Approach
Buhalis D.; Sinarta Y. Real-Time Co-Creation and Nowness Service: Journal of Travel and Tourism Marketing, 36(5), 2019 114
Lessons from Tourism and Hospitality 563-582
Buhalis D.; Harwood T.; Bogicevic V.; Viglia Technological Disruptions in Services: Lessons Journal of Service Management, 30(4), 484-506 2019 95
G.; Beldona S.; Hofacker C. from Tourism and Hospitality
Buhalis D.; Leung R. Smart Hospitality—Interconnectivity and International Journal of Hospitality 2018 85
Interoperability Towards an Ecosystem Management, 71, 41-50
Brandt T.; Bendler J.; Neumann D. Social Media Analytics and Value Creation in Information And Management, 54(6), 703-713 2017 74
Urban Smart Tourism Ecosystems
Ivars-Baidal J.A.; Celdrán-Bernabeu M.A.; Smart Destinations and The Evolution of ICTs: A Current Issues in Tourism, 22(13), 1581-1600 2019 72
Mazón J.-N.; Perles-Ivars Á.F. New Scenario for Destination Management?
Sigala M. New Technologies in Tourism: From Tourism Management Perspectives, 25, 151-155 2018 66
Multi-Disciplinary to Anti-Disciplinary Advances
and Trajectories
Femenia-Serra F.; Perles-Ribes J.F.; Smart Destinations and Tech-Savvy Millennial Tourism Review, 74(1), 63-81 2019 55
Ivars-Baidal J.A. Tourists: Hype Versus Reality
Kim K.; Park O.-J.; Yun S.; Yun H. What Makes Tourists Feel Negatively About Technological Forecasting and Social Change, 2017 54
Tourism Destinations? Application of Hybrid 123, 362-369
Text Mining Methodology to Smart Destination
Management
Tussyadiah I. A Review of Research into Automation in Annals of Tourism Research, 81 2020 53
Tourism: Launching the Annals of Tourism
Research Curated Collection on Artificial
Intelligence and Robotics in Tourism
Cluster 5: Role of Augmented Reality and Virtual Reality in Tourism (NP=72, TC =1247, TCpA = 17.31944 )
Tom Dieck M.C.; Jung T. A Theoretical Model of Mobile Augmented Current Issues in Tourism, 21(2), 154-174 2018 135
Reality Acceptance in Urban Heritage Tourism
Yung R.; Khoo-Lattimore C. New Realities: A Systematic Literature Review Current Issues in Tourism, 22(17), 2056-2081 2019 117
on Virtual Reality and Augmented Reality in
Tourism Research
Tussyadiah I.P.; Jung T.H.; Tom Dieck M.C. Embodiment Of Wearable Augmented Reality Journal Of Travel Research, 57(5), 597-611 2018 83
Technology in Tourism Experiences
Tom Dieck M.C.; Jung T.H. Value Of Augmented Reality at Cultural Journal of Destination Marketing and 2017 81
Heritage Sites: A Stakeholder Approach Management, 6(2), 110-117
Hyun M.Y.; O’Keefe R.M. Virtual Destination Image: Testing A Journal of Business Research, 65(1), 29-35 2012 77
Telepresence Model
Tom Dieck M.C.; Jung T.; Han D.-I. Mapping Requirements for The Wearable Smart Journal of Hospitality and Tourism Technology, 2016 66
Glasses Augmented Reality Museum Application 7(3), 230-253
(continued on next page)

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S. Verma, L. Warrier, B. Bolia et al. International Journal of Information Management Data Insights 2 (2022) 100085

Table 5 (continued)

Author Title Source Year Citations

Martins J.; Gonçalves R.; Branco F.; Barbosa A Multisensory Virtual Experience Model for Journal of Destination Marketing and 2017 57
L.; Melo M.; Bessa M. Thematic Tourism: A Port Wine Tourism Management, 6(2), 103-109
Application Proposal
Han D.-I.; Tom Dieck M.C.; Jung T. User Experience Model for Augmented Reality Journal of Heritage Tourism, 13(1), 46-61 2018 53
Applications in Urban Heritage Tourism
Hyun M.Y.; Lee S.; Hu C. Mobile-Mediated Virtual Experience in Tourism: Journal Of Vacation Marketing, 15(2), 149-164 2009 49
Concept, Typology, and Applications
Tom Dieck M.C.; Jung T.H.; Tom Dieck D. Enhancing Art Gallery Visitors’ Learning Current Issues in Tourism, 21(17), 2014-2034 2018 38
Experience Using Wearable Augmented Reality:
Generic Learning Outcomes Perspective
Lee W.; Gretzel U.; Law R. Quasi-Trial Experiences Through Sensory Journal Of Travel Research, 49(3), 310-322 2010 38
Information on Destination WebSites
Cluster 6: Demand Forecasting in Tourism (NP=29 , TC =380 , TCpA =13.10345 )
Law R.; Li G.; Fong D.K.C.; Han X. Tourism Demand Forecasting: A Deep Learning Annals Of Tourism Research, 75, 410-423 2019 73
Approach
Hadavandi E.; Ghanbari A.; Shahanaghi K.; Tourist Arrival Forecasting by Evolutionary Tourism Management, 32(5), 1196-1203 2011 60
Abbasian-Naghneh S. Fuzzy Systems
Goh C.; Law R. The Methodological Progress of Tourism Journal Of Travel and Tourism Marketing, 2011 52
Demand Forecasting: A Review of Related 28(3), 296-317
Literature
Jiao E.X.; Chen J.L. Tourism Forecasting: A Review of Tourism Economics, 25(3), 469-492 2019 34
Methodological Developments Over the Last
Decade
Liu A.; Wu D.C. Tourism Productivity and Economic Growth Annals of Tourism Research, 76, 253-265 2019 24
Liu A.; Song H.; Blake A. Modeling Productivity Shocks and Economic International Journal of Contemporary 2018 17
Growth Using the Bayesian Dynamic Stochastic Hospitality Management, 30(11), 3229-3249
General Equilibrium Approach
Rice W.L.; Park S.Y.; Pan B.; Newman P. Forecasting Campground Demand in US Annals Of Tourism Research, 75, 424-438 2019 16
National Parks
Zhang B.; Huang X.; Li N.; Law R. A Novel Hybrid Model for Tourist Volume Asia Pacific Journal of Tourism Research, 22(3), 2017 16
Forecasting Incorporating Search Engine Data 245-254
Oses N.; Gerrikagoitia J.K.; Alzua A. Modeling And Prediction of a Destination’s Tourism Economics, 22(6), 1380-1403 2016 13
Monthly Average Daily Rate and Occupancy
Rate Based on Hotel Room Prices Offered Online
Sánchez-Medina A.J.; C-Sánchez E. Using Machine Learning and Big Data for International Journal of Hospitality 2020 9
Efficient Forecasting of Hotel Booking Management, 89
Cancellations
Zhang Y.; Li G.; Muskat B.; Law R. Tourism Demand Forecasting: A Decomposed Journal Of Travel Research, 60(5), 981-997 2021 9
Deep Learning Approach

Baggio et al., 2010). Enhanced interactions augments innovation oppor- perceived value based on convenience, performance, users’ effort, he-
tunities and destination competitiveness. Govers et al. (2007) explored donic benefits, and social influence (Escobar-Rodríguez & Carvajal-
the attributes in image perceptions and elucidate psychology in destina- Trujillo, 2014). Wu & Chang (2005) find that trust in website infor-
tion positioning. Further, the concept of mobility escapes beyond smart- mation and website interactivity influences the purchase intentions and
phones and tourism technology (Hannam et al., 2014). Tourism expe- behavior dynamics. Online community behavior thrives on information
rience uphold tourist perspectives, ideas, and fantasies (Hannam et al., exchange based on motives, perceived efficacy, and anticipated reci-
2014; Larsen, 2001), and technology enhances the overall experience. procity (Wang & Fesenmaier, 2004).

5.2.2. Role of electronic word of mouth

5.2. Cluster 2: role of internet-based interactions in tourism
Electronic word of mouth (eWOM) encompasses recommendations
and reviews orbiting information exchange with others on social net-
Cluster 2 integrates the effect of two sub-segments – first, tourist in-
working sites (Yadav et al., 2021; Verma et al., 2021; Bhattacharya et al.,
teractions with e-Commerce/internet communities and second, eWOM
2019; Verma, 2013). eWOM depicts customers’ perceptions and per-
as tourist interaction that influences customer behavior.
sonal experiences through praises, woes, and tips (Litvin et al., 2008;
Verma & Yadav, 2021). Management of these interwoven webs of eWOM
5.2.1. Tourist interactions with e-commerce/internet communities opens avenues for success of tourism marketers (Litvin et al., 2008).
Several studies underline the importance of online interactions Extant literature cited several reasons and outcomes of eWOM. For
between tourists and e-commerce websites/internet communities. example, Cantallops & Salvi (2014) proposed nine triggers of eWOM like
Torkzadeh & Dhillon (2002) discussed factors related to tourism web- service quality, satisfaction, social identity etc. Motivations for sharing
site quality and tourist experience that determine the success of digital eWOM can be altruistic over hedonistic (Munar & Jacobsen, 2014). The
tourism. Perceived benefits, technology readiness, competition, and col- antecedents of eWOM drives the outcomes of eWOM. Shared memo-
laboration avenues determine the adoption of e-commerce by tourism ries may also influence trust and purchase intentions (Ert et al., 2016).
service providers (Oliveira & Martins, 2010). Website management is Genuine and proactive expression of tourism experience build trust in
vital to trigger tourist communication and facilitate tourist experience, eWOM. Valence and volume of reviews in eWOM are also instrumental
impacting reuse in the future (Cao et al., 2005). Tourism digitaliza- in building trust and brand image (O’Connor, 2010). Mix valanced on-
tion depends on user compatibility, convenience, and perceived risk line reviews augment purchase intention if positive and negative reviews
(Amaro & Duarte, 2015). Trust, involvement, and loyalty forms the core are counter balanced with rationales and numerical ratings (Sparks &
of digital tourism. Gursoy & Gavcar (2003) pointed at three-dimensional Browning, 2011). Initial perception of information quality facilitates
construct, including pleasure, risk, and involvement. Trust engenders customer trust and furthers the interest in online reviews (Filieri et al.,

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S. Verma, L. Warrier, B. Bolia et al. International Journal of Information Management Data Insights 2 (2022) 100085

2015). Xiang et al. (2017) evaluated the differences in content, features, of technology, and introduce roboethics to automate man-machine
quality, sentiment, rating, and usefulness of online reviews. Data min- symbiosis (Tussyadiah, 2020).
ing and machine learning techniques can converge heterogeneous in-
formation across online reviews to predict future demand realistically 5.5. Cluster 5: role of Augmented reality (AR) and Virtual reality (VR) in
(Ghose et al., 2012). tourism

5.3. Cluster 3: application of information and communication technologies Cluster 5 showcases the use of AR tools to enhance tourism expe-
(ICT) in tourism riences. The inclusion of 2D and 3D interactive features on a travel
website stimulates the telepresence (Hyun & O’Keefe, 2012). Mobile-
Cluster three discusses the applications of ICT and advancements in mediated virtual tourism opens avenues to innovation and tourist-
tourism. Buhalis & O’Connor (2005) uphold realigning stakeholders in centric satisfaction (Hyun et al., 2009). According to Lee et al. (2010),
tourism networks, reinventing service processes and destination man- sensory engagement prompt mental imagery and quasi-trial experiences
agement to create customer-centric solutions. Firms must consider value to trigger a positive attitude.
conversion and realization constraints before making irreversible invest- AR-based immersive technology stimulates multiple sensory ex-
ments into ICT (Chircu & Kauffman, 2000). Buhalis & Licata (2002) sug- periences (Martins et al., 2017). Map-based AR applications in ur-
gest service reengineering by engaging e-Mediaries through innovation ban heritage sites personalize the user interface for better experi-
and technologies. ence (Han et al., 2018). VR wearables personalize the information
Gretzel et al. (2015) harbinger the role of big-data and AR/VR in and ease of access to elevate the tourist experiences (Dieck et al.,
smart tourism. Find the cohesion between virtual and real network 2016). Tussyadiah et al. (2018) pointed at heightened tourist experi-
for effective service innovation strategies and a smart tourism ecosys- ences through subjective representation and technology embodiment.
tem. Buhalis & Foerste (2015) postulated SoCoMo marketing paradigm, Although, VR wearables connects to the surroundings through person-
where customer value is co-created using real-time social context-based alized experiences, tourists may miss interactions and social acceptabil-
information from mobile data. ity (Dieck et al., 2018). Yung & Khoo-Lattimore (2019) observed that
Customer reliance on personal experiences based word-of-mouth in- enhanced user awareness, willingness to invest time, and technology
strumentalizes the purchase decision (Jacobsen & Munar, 2012). Service embracement may positively impact users’ intentions to use AR/VR.
firms can differentiate based on e-platforms, dynamic and real-time in-
formation flow, seamless mobile connectivity, and synchronization. ICT
enhances planning, managing, marketing, entertainment, accessibility, 5.6. Cluster 6: demand forecasting in tourism
and heritage preservation (Guttentag, 2010). Ahas et al. (2008) advo-
cated the use of customer data to understand tourism footprint, trend Cluster 6 elucidates demand forecasting at various levels (orga-
analysis, and spatial-temporal variability across destinations. nization, destination, and economy), and examines a combination of
forecasting methods for better accuracy. Econometrics, time series, and
5.4. Cluster 4: big data analytics and data mining for smart urban tourism artificial intelligence (AI) based models include both economic and
ecosystems non-economic variables (climate, leisure, etc.) to calibrate and forecast
results (Goh & Law, 2011). Jiao & Chen (2019) pointed at increasing
Text mining based on big data is an enabler of services management thrust on spatial regression models, AI-based models, and big data for
(Kumar et al., 2021). Veracity and volume of big data offers avenues for forecasting.
market intelligence (Kushwaha et al., 2021). Big data and data mining Demand forecasting in tourism uses a range of forecasting
builds smart urban tourism ecosystems with high interconnectivity and models. Revenue management in tourism marketing uses different fore-
virtuous cycles of data usage. Social media analytics (spatial and seman- casting methods (Oses et al., 2016; Sanchez-Medina et al., 2020). For
tic analysis) uses users data, location, and engagement with the exter- instance, linear regression models, advanced machine learning and
nal environment to improve smart urban tourism (Brandt et al., 2017; artificial neural network models can predict optimum utilization of re-
Verma, 2022). Marine-Roig & Clave (2015) develop a roadmap for smart sources. At a macro-economic level, Liu & Wu (2019) probe the effect
cities and destination management through longitudinal and real-time of tourism productivity using the Bayesian dynamic stochastic general
user-generated data. Ivars-Baidal et al. (2019) proposed a triple-level equilibrium model. Liu et al. (2018) study the contingency of exoge-
systemic model which engages stakeholders and infuses ICTs in destina- nous shocks in tourism productivity and its role in regional economic
tion management. growth. Rice et al. (2019) mix four different methods - time-series anal-
Literature also highlights the need for business innovation to accom- ysis, non-parametric tests, and AI-based techniques to predict the tourist
modate technological leaps. For instance, Buhalis et al. (2019) elabo- footfalls.
rated technological disruptions like virtual/augmented reality, robots, Intelligent technologies like machine learning and neural network
drones, AI-enabled devices, and location-based services to reinvent addresses the opportunities and challenges in tourism demand forecast-
the tourism ecosystem. Real-time co-creation and nowness service ing. AI and unsupervised machine learning techniques discern tourist
impact customer-oriented experiences (Buhalis & Sinarta, 2019). arrivals. Zhang et al. (2017) apply machine learning through Support
Kim et al. (2017) used hybrid text mining and sentiment analysis to Vector Regression (SVR) combined with the bat algorithm to estimate
gauge the drivers of tourist satisfaction. tourist demand and Zhang et al. (2021) used deep learning techniques
Smart Tourism Attractiveness determines the strength of to extract the explanatory variables.
smart tourism within an ecosystem on eight evaluation factors
(Wang et al. 2016). Buhalis & Leung (2018) conceptualize smart 6. Conceptual framework
ecosystems by highlighting the relevance of integrated applications to
enhance context-based and scenario-based strategies. While designing The content and thematic analysis of clusters mentioned above
smart ecosystems, practical challenges such as limited user predisposi- guides the transformative conceptualization of virtual tourism (Fig. 3,
tions and data privacy should be mitigated (Femenia-Serra et al., 2019). Table 6). The proposed framework presents an extensive outlook to-
Instead of retrofitting new paradigms into old archetypes, harbouring ward virtual tourism, accommodating four key elements - key drivers,
iconoclast mindsets, renewed cross-disciplinary thinking, and ques- primary stakeholders, interactional dynamics, and activating levers. Our
tioning conventional methods allow full utilization of technological conceptual framework draws its inspiration from Sigala (2018) and
benefits (Sigala, 2018). Feedback loops avert misuse and over-use Tussyadiah (2020). Sigala (2018) proposed transformative conjunction

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S. Verma, L. Warrier, B. Bolia et al. International Journal of Information Management Data Insights 2 (2022) 100085

Fig. 3. Virtual tourism: a transformative conceptualization.

of tourism and technology, while Tussyadiah (2020) used sustainable (McGahan, 2020). Activating levers are the conduits that allow inter-
development as the cornerstone in building tech-enabled tourism. actions within and between stakeholders. Activating levers comprise
smartphones, AR/ VR tech, destination management and governance,
6.1. Key drivers of virtual tourism internet-based interactions, and multilevel sustainable initiatives.
Technology disrupts the way tourist perceive and behave, and co-
Technology and sustainability are the strategic pillars of virtual create tourist experiences (Sigala, 2018). Tourists’ use of mobile de-
tourism (Rodríguez-Vilá et al., 2020). Both technology (Sigala, 2018) vices and AR/VR act as activating levers for interactional dynamics
and sustainability (Tussadiah, 2018) are pertinent for the growth of vir- within the tourism ecosystem. Tourism destinations are the knowledge
tual tourism. center that leverages ICT to improve the tourist experiences (Buhalis
Technological drivers encompass smartphones, mobile devices, & Foerste, 2015; Marine-Roig & Clavé, 2015). Tourism ecosystem is a
internet-based interactions, big data, data mining techniques, and de- nested network of stakeholders (Baggio et al., 2010) riding on integrated
mand forecasting methods. Cutting-edge technology is poised to trans- knowledge sharing and open innovation (Del Chiappa & Baggio, 2015).
form tourist experiences based on market intelligence, innovative busi- Due to incremental synergy, tourism ecosystem is larger than individual
ness models, and co-creation of value (Sigala, 2018). Mobile devices, stakeholders (Baggio & Cooper, 2010; McGahan, 2020). Tourism des-
especially smartphones drive the tourism ecosystems by enriching the tinations are aggregated units with meta-stakeholders (Gursoy & Gav-
tourist experiences. car, 2003).
User data aid in better destination management and travel ser- Cohesive governance structures are required to manage and moni-
vices (Gretzel et al., 2015). Further, AR/VR technologies offer tourists tor interactions within tourism ecosystem. Meta-stakeholder view en-
the possibility of telepresence. Demand forecasting formidably drive compasses network of stakeholders encompassing hospitality partners
tourist footfall predictions across destinations and support sustainable (hotels, motel, restaurants, hotel aggregators like Airbnb), transport
tourism plans. Concomitantly, sustainable tourism covers social, envi- partners (airlines, cab service providers), entertainment (digital mu-
ronmental, and socio-technical ecosystems allowing responsible use of sic, video streaming portals), and online marketplaces (Amazon, eBay).
resources. The technological orientation in virtual tourism minimizes These stakeholders work in tandem with tourism marketers in offering
physical movement (Sigala, 2018) and promotes a sustainable outlook tourism services. Technology-based interactions (activating levers) facil-
(Tussyadiah et al., 2018). Hence, the proposed framework graduates itate interactions between stakeholders for a responsible virtual tourism
from a transactional view to a transformative view of virtual tourism experience.
encompassing both technology and sustainability to guide the future re-
6.3. Stakeholder interactional dynamics
search and practice.
Table 6 depicts a detailed summary of the interactional dynamics
6.2. Primary stakeholders and activating levers between stakeholders. Interactions are presented as antecedent, inter-
mediate, and outcome of virtual tourism. Stakeholders’ engagement in
A stakeholder is an actor (any person, team, or an organizations) interactional dynamics enables a corresponding activating lever.
having a legitimate interest in an activity (Baggio & Cooper, 2010).
In tourism, the key stakeholders are consumers, tourist destinations, 6.3.1. Tourists
travel service companies, distribution or network systems, and environ- Mobile devices and AR/VR technology triggers interactional dynam-
ment and community (Fig. 3a), who co-create value in an ecosystem ics for shared experiences with others (Neuhofer et al., 2015). An-

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Table 6
Virtual tourism: a transformative conceptualization.

Primary Stakeholders Activating Levers Antecedent Factors Intermediary Factors Outcome Factors

Consumer Smartphones, AR/ VR Smartphone Smartphone Smartphone

• Mediated Gaze • User interface with the device • Usage pattern
• Personal benefits/ Information • Emergent habits/ behavior • Tourist experience
• Visual Imagery patterns • Post adoptive behavior
• Communication with friends • Mobility • Enhanced user knowledge
and fellow commuters • Networking • New travel behaviors
• Sharing of data AR/VR • New social obligations
• Information Search • Tourist Telepresence • Decision-making
• Trust towards smartphone • Perceived usefulness, Ease of • Travelers Gaze
• User adaptation Use • Visual Recreation
• Mental positioning • Manipulation • Destination Image Search
AR/ VR • Hedonic Attributes • Visual Data Comprehension
• Content/ Presentation • Intention to recommend
• Functionality/ Interaction AR/VR
• Info & System quality • Appeal/ Pleasure/ Satisfaction
• Cost & Risk • Attitude/ Intention to use
• Virtual Conation
Destination Destination Management & • Structure of networking Tourist Involvement • Destination knowledge
Governance • Perceived risk • Speed of knowledge diffusion
• Outlook towards pleasure & risk • Ability to transfer knowledge
• Place attachment • Innovation
• Customer loyalty
Travel Service Company Internet-based interactions Vendor User Interactions Vendor-User Interactions • Purchase Intentions
• Product choice/ value • Perceived Value Vendor-User Interactions
• System/ info/ service quality • Perceived ease of use • Revisit intentions
• Vendor reputation • User habits/ intentions • Recommendation intentions
• Favorable attitude • Flow experience eCommunity Interactions
• Website investment eCommunity Interactions • Extent of contribution
• Third-party assurance • Tourist Involvement eWOM
• Privacy policies eWOM • Recommendation adoption
• Trust towards the website • Perceived Website Trust • Review helpfulness
• Perceived Risk • Satisfaction • Risk reduction
• Familiarity with website • Brand familiarity • Product Evaluation
• Personal Innovation • Memory • Awareness, Attitude
• Trust towards the vendor • Characteristics of review • Empowerment
e-Community Interactions • Customer Loyalty
• Participation benefits • Price Premium
Distribution/ Network system • Contribution – Incentives • Customer recovery
• Trust • Strategy
eWOM
• Review Valence
• Visual content/ evidence,
Triggers/ Cues
• Altruistic motivations
• Social identity
Environment/ Community Multilevel Sustainable • Privacy tourist/ user data Policy Interventions • Creation of sustainable
Initiatives • Roboethics/ Ethical use of data tourism ecosystems
• Avoiding overuse of technology • Transformation of tourist
• Training/ reskilling workforce experiences
• Consumer Education • Positive attitude towards
• Futuring/ Future Making virtual tourism
• Responsible behavior (Tourists,
Employees)

tecedents like mediating gaze (Lagerkvist, 2008) through the recre- 6.3.2. Tourism destination
ation of snapshots and real-time imagery promote tourism. Mobile de- Tourism destination is a vital source for influencing the tourist be-
vices used for multiple benefits like digital payments, real-time in- havior, specifically, trend and quantum of visits, the extent of the stay,
formation search and information sharing catalyzes tourism activities tourist footprint, and the behavior before, during, and after service con-
(Dickinson et al., 2014). Trust operates as the intermediary reflected in sumption. Technology promotes smart destination management for cre-
the level of the user interface, behavioral patterns, mobility, and net- ating an intelligent tourism ecosystem. The inherent networking struc-
working of consumers. ture, perceived risk, tourist outlook, and destination attractiveness are
Tourists’ elevated local knowledge, skill-base, competency, new the antecedents to tourist engagement (Alexandris et al., 2006; Gursoy &
travel behaviors, social ties, and obligations are the outcomes of tech- Gavcar, 2003). Proper destination management leads to enhanced des-
nology use (Dickinson et al., 2014; Larsen et al., 2007). Tourists start tination knowledge, faster knowledge diffusion, innovation, and tourist
exhibiting more impromptu planning techniques for thrill-based ex- loyalty.
periences, and information exchange undergoes concomitant changes.
While mobility espouses visual imagery and introduces alternate ex- 6.3.3. Tourism marketers and network partners
periences through tourists’ gaze, real-time destination image search, Tourism marketers and network partners (hospitality, transport, en-
data sharing, and networking leads to enhanced knowledge-sharing tertainment, online marketplaces) use technologies (like website, social
(Govers et al., 2007; Hannam et al., 2014; Larsen, 2001) media, AR/VR) for interactions with tourists. Interaction among tourism

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S. Verma, L. Warrier, B. Bolia et al. International Journal of Information Management Data Insights 2 (2022) 100085

marketers, tourist and other network partners like hotel depends on an- 7.3. EWOM and virtual tourism
tecedents like perceived value and ease of use of technology (Ponte et al.,
2015; Cao et al., 2005; Escobar-Rodríguez & Carvajal-Trujillo, 2014). The past literature acknowledges the cognitive, behavioral, and emo-
In tourist communities, internet-based interactions trigger perceived tional effects of eWOM on tourists (Mauri & Minazzi, 2013; Serra
benefits and trust to govern the tourist engagement (Wang & Fesen- Cantallops & Salvi, 2014; Xiang et al., 2017). It would be interesting to
maier, 2004; Wu & Chang, 2005). Revisit intentions and recommenda- understand the coping mechanism with negative reviews and how does
tion intentions are the outcomes of interactional dynamics (Amaro & tourists counter balance negative reviews against their natural choices.
Duarte, 2015; Cao et al., 2005; Cantallops & Salvi, 2014). Recommen- The relevance of eWOM valence and eWOM volume in propelling virtual
dations flowing in the form of eWOM comprises of valence and volume tourism, especially for VR/telepresence-based tourism, is yet another ex-
of exchanged information to influence the future travelers. plorable line of research (Sparks & Browning, 2011). The role of trust
and perceived risk remains unexplored for VR-based travel services.
6.3.4. Sustainable tourism
Privacy, security, and ethical use of tourist data are vital for cre- 7.4. VR and AR-based tourism
ating a sustainable tourism ecosystem (Tussyadiah, 2020). Sustainable
tourism necessitates workforce training and tourist engagement. Con- The potential for substituting traditional tourism with telepresence
cepts such as roboethics or poka-yoke generate responsible behavior. A using VR wearables gadgets and immersive technology triggers sen-
responsible and sustainable tourism transforms tourist experiences and sory experiences (Martins et al., 2017). Future research may investi-
creates a favorable attitude. Importantly, tourism policy interventions gate collaborative destination marketing using VR-based technologies.
play a crucial role in enhancing or attenuating the level of outcomes. The VR-based tourism is an important medium to address inabilities such as
tourism communities’ interactions promote feedback loops for continu- physical, old-age related, and financial limitations (Guttentag, 2010).
ous improvements and innovations. Thus, the interdependent, interac- Future research may observe how VR may be a conduit to bridge such
tive, endogenous processes give rise to a reengineered conceptualization divides by making affordable, innovative virtual travel technologies.
of virtual tourism. Another line of inquiry may study tourist behavior to inherently dan-
gerous or inaccessible places. Additionally, considering the recent on-
7. Future research directions
set of COVID19, it shall be interesting to probe the future of VR in a
crisis-prone world. Both AR and VR-based tourism unfolds a plethora of
The cluster analysis and conceptual framework guided the future
academic and practice-based research (Han et al., 2018). There is also
research directions.
ample scope to decipher how VR and AR-based tech may shape sports
7.1. Mobile devices and smart tourism tourism or event-based tourism.

Mobile devices like smartphones have become vital for tourists, 7.5. Big data trends and demand forecasting
tourism marketers, and network partners as a source of real time infor-
mation exchange (Wang et al., 2012). Real time information exchange With increasing consumer awareness and business protocols on gov-
unfolds tourist mind map. It would be worth exploring whether eco- ernance and ethics, the need for transparency using tourist data in
nomic, demographic, cognitive, and behavioral characteristics affect tourism is gaining momentum. Further, the ubiquity of data augments
tourist behavior with mobile devices. Additionally, owing to the inten- the importance of innovation in methodology and analysis tools to glean
sive use of technology in daily life, some tourists opt for ‘detox’ of ‘tech- insights into virtual tourism. Data is vital not only to understanding
free’ vacations for personal therapy (Gretzel et al., 2015). Studying how the process of tourism but also in assessing its impact. For instance,
physical tourism will co-exist with virtual tourism will be interesting. tourism metrics may discern tourist footprint on climate, biodiversity,
Yet another appealing concept is parallel media interface - that is, to and indigenous communities. Big data analysis and machine learning
assess how the interface of entertainment, information, and communi- may propagate smart and responsible tourism, true to the spirit of trans-
cation affects tourist behavior and planning. Examination of contrasting formative conceptualization of virtual tourism.
personality of active vs passive tourist (Larsen et al., 2007) may yield
beneficial outcomes for strategic tourism initiatives. 8. Conclusion

7.2. Internet-based interactions and destination management Present study endeavours to coalesce and analyze literature related
to virtual tourism and strives to elevate its perception from a techno-
Spurt in online communication on social media and social network- logically disruptive intervention to a transformative conceptualization.
ing sites influences the future travelers. How do internet-based (or This study emerges as vital owing to changing tourism needs in lieu of
smartphone-based) interactions affect their travel behavior? Can per- exposure and access to technology. COVID19 has exacerbated the need
sonal interactions enhance the use of high-tech gadgets used during to solve human problems through technology, and tourism is no excep-
travel? Research gaps also appear in exploring kids as tourists. The in- tion. Systematic and scientific review protocols discern the past, present
creasing influence of kids on travel behavior is worth assessing from a and future of virtual tourism. Review methodology entail both quan-
virtual tourism perspective. titive science mapping and qualitative intellectual structure mapping.
Future studies may observe intercommunity tourist dynamics to raise Science mapping covered scientific actors like source, author, and doc-
pertinent questions: Are there archetypical roles within online commu- ument analysis culminating into an exhaustive bibliographic coupling-
nities - For instance, critics/ naysayers, ardent fans, negotiators, influ- cluster analysis. Cluster analysis guided the transformative conceptu-
encers, etc.? Network analytics may help decipher information diffu- alization of virtual tourism through key drivers, stakeholders, and ac-
sion patterns within and between communities (Del Chiappa & Bag- tivating levers that triggered interactional dynamics. The antecedent,
gio, 2015). It is also important to decipher the dark side of smart tech- intermediary, and outcome factors elucidate the intricacies of interac-
nology on tourism due to extravagant choices, which may lead to behav- tional dynamics within and between primary stakeholders. The paper
ioral fickleness and tourist defection. Further, as virtual tourism prolifer- finally offers the future agenda for virtual tourism.
ates and blurs the lines between related sectors like hospitality, it would The above review positions virtual tourism as a potential turn-
be interesting to explore the strategic choices. Transformation of tech- stile for the massive transition towards tech-based sustainable tourism.
nological, structural, and organizational changes requires exploration of Our framework gives a bird’s eye view of nested, complex, and inter-
emerging opportunities and challenges. active dynamics between stakeholders, phenomena, and elements. It

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provides a starting point to curate more holistic studies on the contribu- Filieri, R., Alguezaui, S., & McLeay, F. (2015). Why do travelers trust TripAdvisor? An-
tions of tech-based tourism services. For practitioners, it gives a crystal tecedents of trust towards consumer-generated media and its influence on recommen-
dation adoption and word of mouth. Tourism Management, 51, 174–185.
view of stakeholders and levers for delivering virtual tourism services. Flavian, C., Ibanez-Sanchez, S., & Orus, C. (2021). Impacts of technological embodiment
From a policy perspective, ethical use of consumer data, sustainable through virtual reality on potential guests’ emotions and engagement. Journal of Hos-
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