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

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.