Calling for user-centric VR design research in hospitality and tourism

VR has enjoyed a steep growth in awareness in society in recent years and is regarded a promising tool for the design and enhancement of experiences. However, as research and use cases in the hospitality context are expanding rapidly, it is crucial to define a clearer research direction that aligns the number of scattered studies across various fields. It is time to overcome the boundaries of the technological dimension and explore methods for purposeful VR design. This research note calls for more user-centric VR studies and developments to define the future direction of VR implementations in the hospitality and tourism industry. To achieve this, the authors recommend the use of design methodology with a focus on the first steps in the design process to clearly identify and understand issues concerning the customer. The customer needs and desires need to be analyzed at the core independent of VR technology. The need to shift the focus from technology to the purpose for the user is identified.