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Virtual reality (VR) has enjoyed a steep growth in awareness in society in recent years and is considered 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 customers' needs and desires independent of VR technology.

Purpose
The hospitality and tourism industry is strongly influenced by new and immersive technologies, such as augmented reality (AR), to enhance customer experiences across a diverse set of touchpoints throughout the visitor journey. This paper aims to provide a holistic understanding of AR marketing for this industry context, present a number of fundamental premises of AR marketing within it and establish an agenda for future AR research.


Design/methodology/approach
This study reviews current literature on AR marketing, hospitality and tourism and industry use cases for the creation of a proposed conceptual framework to guide scholars and managers. Based on that, the authors propose fundamental premises.


Findings
The three fundamental premises of AR marketing presented are the need to clearly differentiate between AR and virtual reality within hospitality and tourism; the use of AR for the on-trip experience; and the combined focus on content, context, customer and computing devices for a successful strategic implementation of AR.


Research limitations/implications
This study serves as a first point of reference for the strategic integration of AR into hospitality and tourism marketing, both from an industry and academic point of view.


Practical implications
The authors provide a number of managerial recommendations based on our three fundamental premises.


Originality/value
To the best of the authors' knowledge, this study is one of the first to holistically characterize AR marketing in the hospitality and tourism context. It also highlights the fundamental premises of successful AR marketing and future directions of AR research today and in a spatial computing future.

PurposeThe use of augmented reality (AR) and experiential learning go hand in hand. Although AR learning opportunities have been well discussed, there is limited empirical research on the use of AR within higher education settings. Drawing from the uses and gratifications theory (U&GT), this study aims to explore the use of AR for learning satisfaction and student engagement, while also examining differences in learning styles.Design/methodology/approachThis study used experiments with higher education students in the UK to explore the use of AR as part of the learning experience. Data from 173 students who experienced AR as part of their learning experience were analysed using partial least square analysis.FindingsThe authors found that hedonic, utilitarian, sensual and modality gratifications influence AR learning satisfaction and student engagement. Furthermore, the authors found differences between active and passive learners with regards to utilitarian (information seeking, personalisation) and sensual gratifications (immersion, presence) and effects on learning satisfaction.Originality/valueThis study developed and validated a U&GT framework incorporating different learning styles rooted in Kolb's learning cycle. Findings provide important implications for the use of commercial AR applications as part of the learning experience within higher education settings.

Purpose
The purpose of this study is to explore from a place attachment (PA) theory perspective the extent to which and how, a fully immersive virtual reality (VR) experience enhances tourists' attachment level on-site at a rural destination.

Design/methodology/approach
This study applied an exploratory mixed method approach. Respondents were tourists visiting the Lake District National Park who were asked to try a VR experience. In Study 1, interviews were conducted to explore new themes and to develop an enhanced PA framework in VR. Study 1 confirmed existing variables from the literature and highlighted new variables (themes) to be included in the new framework on how PA is formed. In Study 2, surveys were conducted, and the proposed framework analyzed using structural equation modelling (PLS-SEM). To fully understand how VR had an impact on enhancing PA, the moderating effect of tourists' pre-existing PA was considered.

Findings
The findings revealed "Accessibility", "Memories" and "Increased Place Knowledge" as new themes (variables) and confirmed that these and established variables "Aesthetics" and "Presence" enhance PA, leading to increased loyalty. Significant moderating effects of existing PA were found.

Practical implications
VR serves as a complementary and substitutional tool for tourism. Tailored VR experiences for diverse tourist needs may enhance destination marketing and competitiveness. For tourists with low PA, destinations should focus on promoting activities and highlights to enhance engagement and the experiential understanding of the destination. For tourists with high PA, VR experiences should focus on providing a comprehensive view of the destination and unveiling new places. In both cases, the VR experience leads to deeper engagement with the destination and an increase in PA.

Originality/value
Research on the impact of VR on tourists' PA is limited. To address this gap, this study's theoretical contribution lies in developing and testing a PA framework within a VR and tourism context. This also includes the validation of new measurement items developed in relation to the new themes.