AI-driven augmented reality for immersive hospitality and tourism experiences

Abstract

Integrating artificial intelligence (AI), virtual reality (VR), and augmented reality (AR) has significantly transformed businesses worldwide. However, there is a lack of comprehensive studies in this field. This research aims to examine how AI-driven AR and VR technologies influence consumer decision-making process in the hospitality and tourism sectors, with a focus on their impact on customer engagement and purchase confidence and how they will change the industry,  particularly, the use of devices like Apple’s Vision Pro, a spatial computing headset that integrates augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) to create immersive, interactive digital experiences. The device lets traveler’s experience immersive previews of destinations and accommodations, improving consumer confidence and engagement. This leads to purchasing behaviour and strengthens the bond between the consumer and the service provider; additionally, AI-driven customisations generate content that matches individual preferences, thereby increasing satisfaction.

By integrating multiple data sources (e.g., research literature and expert opinions), we found that early adopters of these technologies are likely to gain a significant competitive advantage. They can differentiate themselves in hospitality and tourism by offering interactive experiences that boost bookings and brand loyalty. Customers increasingly expect reliability, empathy, and personalized service at every stage of their experience. This research fills the gap by providing empirical evidence on how immersive AI-driven experiences influence consumer behaviour, decision-making, and brand perception. However, implications and challenges such as high implementation costs and the need for a user-friendly design persist. As AI, VR, and AR become more accessible, their role in hospitality and tourism is expected to grow, reshaping how travellers interact with services and make informed choices.