IDEAS home Printed from https://ideas.repec.org/a/spr/ijmark/v2024y2024i1d10.1007_s43039-024-00089-4.html
   My bibliography  Save this article

The role of immersive technologies in cultural contexts: future challenges from the literature

Author

Listed:
  • Annarita Colamatteo

    (Università degli Studi di Cassino e del Lazio Meridionale)

  • Marcello Sansone

    (Università degli Studi di Cassino e del Lazio Meridionale)

  • Maria Anna Pagnanelli

    (Università e-Campus)

  • Roberto Bruni

    (Università degli Studi di Cassino e del Lazio Meridionale)

Abstract

Immersive technologies, including augmented reality, virtual reality, and mixed reality, are gaining popularity in the field of museums and cultural contexts. These technologies offer new opportunities to enhance visitor experiences and promote cultural heritage. The paper, in response to the growing interest in the adoption of immersive technologies in cultural contexts, aims to address this need through a systematic literature review. Specifically, it aims to classify research about immersive technologies in cultural contexts into distinct research streams and identify challenges for future research within each stream. The findings reveal three primary categories that highlight the most significant topics identified within the dataset: “technology usage and acceptance,” “education and entertainment,” and “user perception and engagement.” Additionally, a comprehensive examination of each category uncovers sub-categories, providing further insights and directions for future research. These results will serve as a valuable resource for scholars and practitioners, enabling them to identify specific areas for future scientific research and product development. Researchers and practitioners alike will benefit from this study’s contributions to advancing knowledge in the field of immersive technologies in cultural contexts.

Suggested Citation

  • Annarita Colamatteo & Marcello Sansone & Maria Anna Pagnanelli & Roberto Bruni, 2024. "The role of immersive technologies in cultural contexts: future challenges from the literature," Italian Journal of Marketing, Springer, vol. 2024(1), pages 113-142, March.
    • Handle: RePEc:spr:ijmark:v:2024:y:2024:i:1:d:10.1007_s43039-024-00089-4
    DOI: 10.1007/s43039-024-00089-4
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s43039-024-00089-4
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s43039-024-00089-4?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Florin Nechita & Catalina-Ionela Rezeanu, 2019. "Augmenting Museum Communication Services to Create Young Audiences," Sustainability, MDPI, vol. 11(20), pages 1-18, October.
    2. Xinlu Wen & Marios Sotiriadis & Shiwei Shen, 2023. "Determining the Key Drivers for the Acceptance and Usage of AR and VR in Cultural Heritage Monuments," Sustainability, MDPI, vol. 15(5), pages 1-24, February.
    3. Guttentag, Daniel A., 2010. "Virtual reality: Applications and implications for tourism," Tourism Management, Elsevier, vol. 31(5), pages 637-651.
    4. Silviu Vert & Diana Andone & Andrei Ternauciuc & Vlad Mihaescu & Oana Rotaru & Muguras Mocofan & Ciprian Orhei & Radu Vasiu, 2021. "User Evaluation of a Multi-Platform Digital Storytelling Concept for Cultural Heritage," Mathematics, MDPI, vol. 9(21), pages 1-24, October.
    5. Eleanor E. Cranmer & M. Claudia Dieck & Timothy Jung, 2018. "How can Tourist Attractions Profit from Augmented Reality?," Progress in IS, in: Timothy Jung & M. Claudia tom Dieck (ed.), Augmented Reality and Virtual Reality, pages 21-32, Springer.
    6. Scholz, Joachim & Smith, Andrew N., 2016. "Augmented reality: Designing immersive experiences that maximize consumer engagement," Business Horizons, Elsevier, vol. 59(2), pages 149-161.
    7. Ryan Yung & Catheryn Khoo-Lattimore, 2019. "New realities: a systematic literature review on virtual reality and augmented reality in tourism research," Current Issues in Tourism, Taylor & Francis Journals, vol. 22(17), pages 2056-2081, October.
    8. Mariapina Trunfio & Salvatore Campana, 2020. "A visitors’ experience model for mixed reality in the museum," Current Issues in Tourism, Taylor & Francis Journals, vol. 23(9), pages 1053-1058, May.
    9. Flavián, Carlos & Ibáñez-Sánchez, Sergio & Orús, Carlos, 2021. "The influence of scent on virtual reality experiences: The role of aroma-content congruence," Journal of Business Research, Elsevier, vol. 123(C), pages 289-301.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Singh, Pratibha & Sharma, Mahak & Daim, Tugrul, 2024. "Envisaging AR travel revolution for visiting heritage sites: A mixed-method approach," Technology in Society, Elsevier, vol. 76(C).
    2. Jiahui Guo & Younghwan Pan, 2023. "What Factors Impact Visitors’ Intentions to Use Location-Based AR Games? An Empirical Study from Chinese Cultural Heritage Sites," Sustainability, MDPI, vol. 15(19), pages 1-18, September.
    3. Kostyk, Alena & Sheng, Jie, 2023. "VR in customer-centered marketing: Purpose-driven design," Business Horizons, Elsevier, vol. 66(2), pages 225-236.
    4. Schiopu, Andreea Fortuna & Hornoiu, Remus Ion & Padurean, Ana Mihaela & Nica, Ana-Maria, 2022. "Constrained and virtually traveling? Exploring the effect of travel constraints on intention to use virtual reality in tourism," Technology in Society, Elsevier, vol. 71(C).
    5. Diego A. Barrado-Timón & Carmen Hidalgo-Giralt, 2019. "The Historic City, Its Transmission and Perception via Augmented Reality and Virtual Reality and the Use of the Past as a Resource for the Present: A New Era for Urban Cultural Heritage and Tourism?," Sustainability, MDPI, vol. 11(10), pages 1-26, May.
    6. Yuen, Kum Fai & Koh, Le Yi & Tan, Luan Yi Hazel & Wang, Xueqin, 2023. "The determinants of virtual reality adoption for marine conservation," Technology in Society, Elsevier, vol. 72(C).
    7. Talwar, Shalini & Kaur, Puneet & Escobar, Octavio & Lan, Sai, 2022. "Virtual reality tourism to satisfy wanderlust without wandering: An unconventional innovation to promote sustainability," Journal of Business Research, Elsevier, vol. 152(C), pages 128-143.
    8. Rickly, Jillian M., 2022. "A review of authenticity research in tourism: Launching the Annals of Tourism Research Curated Collection on authenticity," Annals of Tourism Research, Elsevier, vol. 92(C).
    9. Hafizah Rosli & Norfadilah Kamaruddin, 2020. "Visitor Experience’s on Digital Media Technology for the Museum Exhibition in Malaysia: A Preliminary Findings," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 7(2), pages 245-248, February.
    10. Hsiu-Yuan Wang & Jian-Hong Wang & Jie Zhang & Hsing-Wei Tai, 2024. "The Collaborative Interaction with Pokémon-Go Robot uses Augmented Reality technology for Increasing the Intentions of Patronizing Hospitality," Information Systems Frontiers, Springer, vol. 26(1), pages 107-119, February.
    11. Paolo Mura & Rokhshad Tavakoli & Saeed Pahlevan Sharif, 2017. "‘Authentic but not too much’: exploring perceptions of authenticity of virtual tourism," Information Technology & Tourism, Springer, vol. 17(2), pages 145-159, June.
    12. Parise, Salvatore & Guinan, Patricia J. & Kafka, Ron, 2016. "Solving the crisis of immediacy: How digital technology can transform the customer experience," Business Horizons, Elsevier, vol. 59(4), pages 411-420.
    13. Xi, Nannan & Hamari, Juho, 2021. "Shopping in virtual reality: A literature review and future agenda," Journal of Business Research, Elsevier, vol. 134(C), pages 37-58.
    14. Liyuan Zhu & Yuya Wang, 2025. "Technological Innovation in Promoting the Sustainable Development of Tourist Factories: Factors Influencing Tourists’ Perceived Value and Loyalty in Immersive VR Experiences," Sustainability, MDPI, vol. 17(7), pages 1-28, March.
    15. Vieira, Valter Afonso & Rafael, Diego Nogueira & Agnihotri, Raj, 2022. "Augmented reality generalizations: A meta-analytical review on consumer-related outcomes and the mediating role of hedonic and utilitarian values," Journal of Business Research, Elsevier, vol. 151(C), pages 170-184.
    16. Nguyen Thien Duy & Subhra R. Mondal & Nguyen Thi Thanh Van & Pham Tien Dzung & Doan Xuan Huy Minh & Subhankar Das, 2020. "A Study on the Role of Web 4.0 and 5.0 in the Sustainable Tourism Ecosystem of Ho Chi Minh City, Vietnam," Sustainability, MDPI, vol. 12(17), pages 1-19, September.
    17. Alexandra Youssofi & Florence Jeannot & Eline Jongmans & Maud Dampérat, 2023. "Designing the digitalized guest experience: A comprehensive framework and research agenda," Post-Print halshs-04316014, HAL.
    18. Maudlin Klissa Dhiandra Putri, 2020. "The Role of Methods of Service Encounter and Surprise in Customer Delight and Customer Loyalty in Indonesian Supermarkets," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 6(1), pages 09-20.
    19. Elena Marchiori & Evangelos Niforatos & Luca Preto, 2018. "Analysis of users’ heart rate data and self-reported perceptions to understand effective virtual reality characteristics," Information Technology & Tourism, Springer, vol. 18(1), pages 133-155, April.
    20. Victor-Alexandru Briciu & Cătălina-Ionela Rezeanu & Arabela Briciu, 2020. "Online Place Branding: Is Geography ‘Destiny’ in a ‘Space of Flows’ World?," Sustainability, MDPI, vol. 12(10), pages 1-24, May.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:ijmark:v:2024:y:2024:i:1:d:10.1007_s43039-024-00089-4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.