The Evolution of Hospitality and Tourism – Embracing Multisensory XR Experiences

Abstract

The rapid expansion of immersive technologies is revolutionizing tourism, particularly in museums, exhibitions, and cultural attractions. Multisensory extended reality (XR) design is at the forefront of this transformation, offering visitors experiences that transcend traditional boundaries. Across the globe, cities are embracing these innovations, with new immersive exhibitions emerging regularly. Prominent examples include the Illusionaries exhibition and the permanent exhibit at Canary Wharf in London, the free-admission Outernet on Charing Cross Road in London, and the Sphere in Las Vegas. These attractions demonstrate how XR technologies can create captivating, multisensory experiences that engage and delight audiences, setting the stage for the future of tourism.

The tourism industry stands on the edge of a transformation, driven by the integration of immersive multisensory technologies (Santoso, Wang & Windasari 2022). This innovative approach to creating captivating tourist attractions and experiences provides a significant leap from traditional experiences, promising a new era of engagement and value creation for visitors worldwide. The heart of this transformation lies in the convergence of three paramount research domains: value creation (e.g. Smith & Colgate 2007), multisensory experience (e.g. Agapito 2023), and immersive XR technologies (e.g. Buhalis et al. 2022). This exploration unveiled the rich potential of XR in transforming the tourism landscape, offering insights grounded in comprehensive academic investigation and practical applications alike.