AR and VR-based travel: a responsible practice towards sustainable tourism

Abstract

Purpose Drawing on the UTAUT-2 model, the study attempts to accentuate the role of augmented reality (AR) and virtual reality (VR) based tourism products and services in enhancing responsible travel behaviour (RTB). This paper aims to examine the emergence of AR- and VR-based tourism in emerging economies, outlines the issues and contributing factors and discusses possible mitigation measures. Design/methodology/approach Following the triangulation method of research, a dual study involving both focus group discussions and questionnaire-based surveys were undertaken. The grounded theory approach was adopted to develop a structural framework followed by an empirical validation process. Findings Critical dimensions such as performance anticipation, effort anticipation, referent power, facilitating factors, perceived value and perceived risk were found as antecedents of behavioural intentions (BIs) towards adopting AR- and VR-based tourism products. Moreover, cultural involvement and marketing stimuli emerged as moderating factors driving the BI towards RTB. Practical implications This paper outlines key elements that contribute to the adoption of AR- and VR-based tourism products and services in emerging economies, which would enable marketers and practitioners to strategize their tourism offerings. Originality/value The study takes a dual perspective of both tourists and tour operators and presents a critical overview of the AR- and VR-based tourism industry, taking an emerging economies’ perspective. The study further attempted both the triangulation method and grounded study approach for establishing a hypothetical framework, which is a unique attempt in itself.

Гибридтік Туризм Және Виртуалды Шындық Технологиясы Арқылы Шаршауды Жеңу Ҥшін Ӛзіндік Тиімділікті Арттыру

“… Providing real-time data on a destination's environmental and social sustainability efforts, helping tourists make informed decisions about their travel choices; and  Using VR to connect people with other travellers and locals, fosters a sense of community and empathy [15].…”

Priming tourists with traditional gastronomic delicacies: embracing a responsible approach towards sustainable consumption practice

“…Also, how industry stakeholders are preparing and promoting sustainable consumption practices; is also not addressed properly in the literature (Romão et al , 2022). Finally, sustainability and local engagement go hand in hand, complementing each other in promoting responsible tourism practices; has also remained elusive in contemporary gastronomic literature (Samaddar and Mondal, 2023a, 2023b). To sum up, GT remains largely unexplored in India (Dixit and Prayag, 2022).…”

“…Researchers emphasize that GT serves as an instrumental avenue for fostering sustainable development within the broader landscape of the tourism sector (Balıkçıoğlu Dedeoğlu et al , 2022). Attempts to explore GT from different perspectives lack emphasis on how promoting mindful consumption of traditional delicacies contributes to the tourism industry's sustainability (Samaddar and Mondal, 2023a, 2023b). There's also limited research on how tourists apply mindfulness to select tourism destinations based on gastronomic offerings (Hiamey et al , 2021).…”

Reinforcing sustainable consumption practices through promoting gastronomic tourism: a cross-sectional study from India and Bangladesh

“…Efforts are made to promote safe and hygienic food festivals, lending financial support to private enterprises (Bharat Parv and Paryatan Parv), setting guidelines for developing food hubs, setting infrastructure and launching books and articles focusing on regional cuisines of India (Mazumdar, 2020). Although India has a rich history, culture and cuisine, the level of awareness of SCP is far too low (Orea-Giner & Fusté-Forné, 2023) and gastronomy-based tourism with traditional and regional GDs has not received its due representation on the food map in India’s nascent but growing urban tourism sector (Dixit, 2020; Samaddar & Mondal, 2023). That justifies further research in exploring how GT contributes towards the SCP in an emerging nation like India.…”

“…Critical insights from the study would be useful for all the stakeholders to reorient the focus towards SCP through promoting urban GT. Secondly, as the urban lifestyle and consumption patterns of these countries are transforming; impacting the urban development, livelihoods of the local community and the natural environment (Samaddar & Mondal, 2023), the present study becomes significant as it attempts to identify the drivers that motivate tourists to experience traditional GDs (Kivela & Crotts, 2006) within the urban landscape of a destination. Thirdly, the study pursued mixed-method research.…”