Muhammad, Rahmad and Myrza, Rahmanita and Nurbaeti, Nurbaeti and Rahmat, Ingkadjaya (2025) Adoption of Augmented Reality and Virtual Reality Technologies to Enhance Competitiveness of Travel Agencies: Systematic Literature Review. In: Tourism, Gastronomy and Tourist Destination International Conference 2025, Bali.
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Abstract
This systematic literature review examines AR/VR adoption among Indonesian travel agencies and competitive impacts following the PRISMA 2020 protocol. Searching eight databases yielded 892 articles, with 68 studies selected through systematic screening by independent reviewers (Cohen's Kappa κ=0.87). Meta-analysis of 12,847 participants across quantitative (63.2%), qualitative (23.5%), and mixed-methods (13.2%) studies identified technology readiness as the strongest adoption predictor (β=0.52, p<0.001). Indonesian agencies demonstrate 23% AR/VR adoption with 24.3% CAGR, lagging Singapore (52.4%) and Malaysia (45.3%), with regional variations from 36.4% (Jakarta) to 5.2% (Eastern Indonesia). Adopting agencies achieved significant competitive advantages: 34% market share increases, 45% operational efficiency gains, and 28% cost reductions. The extended UTAUT model explained 73.4% of adoption variance (R²=0.734), with customer experience enhancement as the central mechanism linking AR/VR adoption to competitive advantages. Findings contribute contextualized technology adoption frameworks for emerging economies and demonstrate Indonesia's potential for digital tourism leadership through strategic immersive technology implementation.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | F Hospitality & Tourism > F1001 Tourism |
| Divisions: | Pariwisata > Sarjana |
| Depositing User: | Mr. MUHAMMAD RAHMAD |
| Date Deposited: | 14 Jan 2026 02:04 |
| Last Modified: | 14 Jan 2026 02:04 |
| URI: | http://repository.iptrisakti.ac.id/id/eprint/5605 |
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