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A holistic approach to augmented AR-related

research in
reality-related research tourism

in tourism: through
bibliometric analysis
Shafeeque M. Hanaa and Azees P. Abdul Received 17 August 2022
Revised 9 November 2022
Farook College, Kozhikode, India 1 January 2023
3 January 2023
4 January 2023
Abstract 6 January 2023
Purpose – With its potential to significantly improve the tourism sector, augmented reality (AR), an emerging Accepted 7 January 2023
technology, is a growing force in the field. It has attracted significant academic attention and expanded
publishing options over the past 20 years. However, so far, no review has provided a comprehensive overview
of AR-related research in tourism. This work uses the VOS Viewer and Bibliometrix R-package software to
present a bibliometric review of the scientific literature in the area of AR-related tourism research in order to fill
this gap.
Design/methodology/approach – The theme of AR in tourism was searched in the Scopus database. The
original search yielded 327 papers in total, which were then filtered based on the parameters. A total of 190
relevant documents were generated by the refining process. For the publications pertaining to AR in tourism,
the most cited papers, prominent authors, productive journals and countries, co-authorship among countries,
trending topics, thematic map, co-occurrence analysis of keywords and bibliographic coupling of documents
were all looked into.
Findings – This report shows a recent rise in research on AR in the tourism industry. The top 10 studies in the
topic had a combined total of 1749 citations, while the authors found three papers with more than 200 Scopus
citations. Till the date of extraction, 555 writers have contributed to the field of AR in tourism, with Tom Dieck
M.C., Chung N. and Jung T. receiving the most citations. According to co-authorship analysis, the UK
collaborates with other countries the most. Thematic map has thrown insight into the niche themes and
emerging themes in the field. Coupling analysis has revealed four major research streams in the field of AR in
tourism.
Research limitations/implications – This study can be considered as a first study to utilize a bibliometric
method to address this research gap, identifying the top documents, journals and, most importantly, the future
research areas identified through the thematic map analysis of keywords and bibliographic coupling.
Practical implications – Historical growth within this discipline was made clear by an in-depth analysis of
the studied themes in this area. Hence, the discovery of relatively new subjects offers scholars the chance to
plan their research in this area and thereby enhance the literature. The study is also beneficial for practitioners
in the tourism industry.
Originality/value – This work examined previously published publications on AR in tourism using a
bibliometric analytic technique. Additionally, it contributes to the current knowledge accumulation in learning
about the applicability of AR in tourism and enlightens tourism scholars on the structure of the field.
Keywords Augmented reality, Tourism, Bibliometric analysis, Review, VOS viewer, Biblioshiny
Paper type Literature review

1. Introduction
Information and communication technologies (ICTs) have made enormous advancements in
today’s world. In the past two decades, a number of information and communication
technologies have been used to create value, offer quality service and improve tourists’
experiences before, during and after travel (Knani et al., 2022). ICTs have given the tourism
industries crucial tools to improve the client experience through involvement and intelligence.
Technology is increasingly being used to mediate and even enhance the experience of the Journal of Hospitality and Tourism
Insights
© Emerald Publishing Limited
2514-9792
Disclosure statement: No potential conflict of interest was reported by the authors. DOI 10.1108/JHTI-08-2022-0369
JHTI customer (Buhalis et al., 2022a, b). These include the emergence of personal technologies, such as
smartphones, tablet computers and smart wearables, which are portable, compact and
reasonably priced computing devices made to meet the specific informational needs of their
users (Weiss et al., 2001). Usability (user-friendliness), functionality and compatibility are all
advancing, while the cost of employing technology is dropping, resulting in rapid technology
adoption and acceptability. One such revolutionizing advancement in technology is augmented
reality (AR) technology. Computer-generated virtual data are superimposed onto the real scene
in AR technology, which is the technique of showing digital data realistically so that it appears
to be a part of the real world (Devagiri et al., 2022). Numerous industries, including education,
engineering, entertainment, advertisement and TV broadcasting, have made extensive use of
AR technology. One of the most lucrative industries in the world, tourism, has a lot to gain from
AR. In tourism, AR technologies can be regarded as a multistage travel touchpoint that, from an
instrumental standpoint, adds value to the client experience. AR technologies are widely
employed as marketing tools while advertising a destination in the pre-stage. AR is employed in
the transitional phase as interactive tools to raise the consumer’s perception of value. They are
also thought of as a way to influence word-of-mouth in the aftermath favourably. As a result,
positive consumer analytic and psychological responses will be induced by the functions of
presence like spatial ability, engagement and fidelity during the trip journey, and this will either
implicitly or explicitly alter how visitors experience tourist attractions (Fan et al., 2022).
This study incorporates and synthesizes the findings from 190 articles that focus specifically
on AR. AR overlays real-world scenarios with layers of virtual content, and this approach
encourages users to experiment with various products or services to see how they fit into their
daily lives (Loureiro et al., 2020; Tussyadiah et al., 2018a) and especially in the tourism industry
(Cranmer et al., 2018). And so, the authors opine that AR will soon eclipse virtual reality (VR)
because AR gives users control over their presence as opposed to VR that places users under the
system’s control. There are studies that gave a summary of the AR applications currently being
employed in tourism, some with applications already available, like Pokemon GO (Aluri, 2017),
while studies like Kourouthanassis et al. (2015) empirically establish the association between
adoption behaviour, user emotions and functional system features with applications developed
by the researchers. There are studies that discussed the preservation, reconstruction and revival
of heritage sites through the implementation of AR (Bec et al., 2021; Little et al., 2020; Rueda-
Esteban, 2019). As per studies, employing AR in museums gives tourists access to more
information in a more creative and dynamic environment (Tom Dieck et al., 2016a, b). The utility
and scope of AR are expanding to unprecedented heights as a result of its integration with
mobile platforms (Michele et al., 2013). By offering interpretation to visitors unfamiliar with the
local dialect, AR can also serve as a substitute for tour guides (Chang et al., 2015). On the
contrary, managers of heritage sites have resisted implementing the technology, out of concern
that it would undermine the sites’ objective authenticity (Dueholm and Smed, 2014). Despite the
growing interest in and debate of AR in tourism, we still lack a complete comprehension of the
knowledge collected through scholarly articles on this subject. We also do not know the new
contexts where AR has emerged in tourism research and which are the contexts that are left
untouched. There is a dearth of academic summaries about AR in tourism despite the popularity
of AR sparking a recent surfeit of literature. The exceptions to this opinion (Loureiro et al., 2020;
Wei, 2019; Yung and Khoo-Lattimore, 2017) are mainly geared towards full-length textual
analyses of both AR and VR combined in tourism. The number of articles reviewed in those
studies is below 60 after their rigorous filtering for full-text analysis. Reviews that look back on
emerging areas are crucial because they enable researchers to get a broad understanding about
the composition and classification of areas of research (Donthu et al., 2021). It is important to
carefully analyse the previous literature, systematically synthesize it and present its findings,
identify research gaps and limitations and indicate future research directions for researchers.
 To achieve this, this study uses bibliometric techniques, which integrate numerous AR-related
quantitative tools capable of managing enormous data sets related to the literature (Donthu research in
et al., 2021). Subsequently, the bibliometric assessment of the existing literature assesses the
state of the subject at present and identifies topics and scholarly foundations of fields where
tourism
the applicability of AR in tourism is investigated, offering frameworks for further research.
As per the knowledge of the authors, this study will be the first bibliometric analysis on AR in
tourism. With the bibliometric analysis technique, the study has addressed the following
research questions.
RQ1. What are the research advancement pattern till 2022 in AR-related research in
tourism?
RQ2. Which are the most-cited documents and the most contributing authors, countries
and journals in AR-related research in tourism?
RQ3. What thematic structure is evident in AR-related tourism articles?
RQ4. Which are the future research areas in AR in tourism?

2. Review of literature
2.1 Augmented reality
A real-world scenario is combined with a range of multimedia data using the technology of
AR. It is a technique for visualizing real-world data and presenting it logically so that virtual
aspects noticeably resemble the actual reality. Businesses that make AR apps continuously
enhance user experiences by giving brands and SMEs new and innovative ways to represent
digital content (Devagiri et al., 2022). Although the idea of AR has been around since the
1960s, it was not until recent technology developments, specifically over the last two decades,
that the creation of a dedicated research field was made practical (Kounavis et al., 2012). It is
different from virtual reality (VR) in the way that VR offers a fully immersing experience that
shuts out the outside world, whereas AR users can interact with virtual content in the real
world. The two should be viewed as opposite ends of a continuum of reality and virtuality,
with one end entirely made up of artificial or computer-generated objects and the other
entirely made up of real-world objects (Milgram et al., 1994). Yung and Khoo-Lattimore (2017)
have stated that, when taken literally, VR and AR are not identical. AR makes it easier for
visitors to interact with destinations and offers added information to enhance travel
experiences. Customers are provided with a realistic glimpse of the trip or hotel through VR,
which reduces perceived risk and aids in decision-making (Wei, 2019).
AR gadgets might be wearable, mobile or stationary. Among the AR Smart Glasses, Google
Glass was one of the first tested in the travel and tourism sector, enabling hands-free, non-
intrusive and enhanced experiences. Despite its initial success, Google Glass’ development was
put on hold because of problems including uncomfortable and burdensome hardware. Although
with increased wearables’ ability to seamlessly integrate digital content into the real world, the
smartphone remains the most widely used and accessible AR device at the moment (Wang et al.,
2016). The widespread use of smartphones and the development of several applications have
aided in the present success and understanding of AR. Smartphones have been selected as the
best AR platform in the tourism industry due to its usability, low cost, reliability and ability to
run sophisticated AR apps (Chung et al., 2015).

2.2 Augmented reality in tourism

The tourism and hospitality industry has been revolutionized around the world as a result of
recent technological advances, particularly in ICT. The industry is undergoing a paradigm
JHTI shift, a progressive re-engineering, altering industry structure, resulting in a wide range of
possibilities and threats (Kaurav et al., 2020). The increased use of technology and awareness
of it has altered how travellers get information, make decisions, buy travel goods and services
and get evaluations (Cranmer et al., 2020). AR makes it easier for visitors to interact with sites
and provides more details to enhance travel experiences (Fan et al., 2022). As a result, it is
becoming more difficult to decouple ICTs from tourism experiences. Tourists use personal
devices while travelling, such as smartphones, which provide a constant connection and
excellent processing skills (Tussyadiah et al., 2018a, b). Built on the premise that tourists
would adopt and utilize AR actively, utilizing AR will enhance tourist satisfaction (Yovcheva
et al., 2012). Conversely, AR is not commonly employed and is emerging slowly only.
Self-service technologies (SSTs) have lately been adopted by a number of tourism
companies as an element of smart tourism (Kim and Qu, 2014). AR-based SSTs offer details
about locations and sights. Due to the advancement of AR, tourists who use it can acquire
worthwhile experiences without a tour guide. As a result, there are many examples of AR
usage in the tourism industry (Chung et al., 2015). For example, with the aid of AR
technologies, curators, archaeologists and historians can virtually recreate historical events
that took place on-site (Chung et al., 2015). The name and location of a certain place can be
specified on the Google Map application. AR’s potential in the tourism industry is primarily
due to its ability to help visitors better understand their immediate surroundings. Moreover,
AR information systems can assist tourists in gaining access to important data and
increasing their understanding of a tourist attraction or destination, all the while enriching
the touristic experience and providing more entertainment (Fritz et al., 2005). And it is
transforming the way tourism operators engage their clients before, during and after their
visit (Loureiro et al., 2020). However, no study in the travel and tourism literature examines
the current state of AR-related studies across time, highlighting the most relevant issues and
studies and presenting emergent topics for further research.

3. Methodology
3.1 Bibliometric analysis
One of the most significant metrics for gauging the quality of scientific output is the
examination of bibliographic data using bibliometric methods (Singh and Bashar, 2021).
Bibliometric analysis is widely used to highlight the most important findings of a collection of
bibliographic records (Leong et al., 2021). The research pertaining to the application of AR in
tourism is examined in the paper using a variety of bibliometric analysis techniques. In
addition to having the capacity to manage a huge corpus, bibliometric analysis finds
publication trends, generates visualizations of subject evolution and discerns developing
topics. This enables both evaluation and the envisioning of potential future study areas
(Goodell et al., 2021). The intellectual creation of AR application in tourism is deduced through
the analysis of the bibliometric structure that encompasses the publication patterns of
articles, journals, authors and nations.

3.2 Choosing the techniques for analysis

The study utilized both VOS Viewer software and Bibliometrix R-package software for the
analysis of the data. The citation-related and publication-related metrics using the
Bibliometrix R-package software give the most influential authors, publications, sources
and countries in terms of total citations and total number of publications. Co-authorship
analysis highlights the international collaborations in the research based on the countries of
origination of documents, with the help of Bibliometrix R-package. The Bibliometrix
R-package is also used for keyword analysis, providing a thematic map and the trending
topics in the field based on the keywords used in the studies. Thematic map throws insight AR-related
into what the current driving themes in the area are and the potential for development in research in
future research. By concentrating on the written keywords of the document, co-occurrence
analysis in VOS Viewer displays the relationship between keywords in literature, providing
tourism
insight into the knowledge structure of the area. Using VOS Viewer, bibliographic coupling is
utilized to explain the themes in the body of knowledge. These are the techniques of
bibliometric analysis used in this paper with the help of the two software.

3.3 Data collection

A rigorous and comprehensive analysis of the three most significant bibliometric databases –
Google Scholar, Scopus and the Web of Sciences – is provided by Harzing and Alakangas
(2016) in his study. It shows that Scopus provides more papers than Web of Science does
across all fields. And for every discipline, Google Scholar has significantly more papers than
Web of Science and Scopus combined. However, they caution that, unless manual cleaning
and merging of stray citations are carried out for individual academic documents, we should
not give much importance to the number of papers usually available in Google Scholar, since
many of these papers could be duplicated records with below two citations, hence
highlighting the fact that Scopus is the most reliable database. Hence, this study has
considered Scopus as the database to extract the data required. The detailed systematic
procedure adopted in collecting the data is given in Table 1. Also, this study has used
keywords following Wei’s (2019) approach in his study on AR and VR to extract the data from
Scopus. A time limit for data extraction has not been set as AR is an evolving topic. Hence, all
the papers till the date of data extraction (12 October 2022) are included in the analysis.

4. Results
4.1 Sample characteristics
The sample contains 190 articles which have been produced by 122 journals and written by
555 authors from 47 different countries during 2003–2022. There are only 20 single-authored
articles, while 535 authors wrote in collaboration.

4.2 Performance analysis

4.2.1 Publication trend. The total number of papers is plotted against each year of publication
in Figure 1, which shows the publishing trend of AR implementation research in tourism. The
figure shows that AR-related research in tourism started to evolve only after 2003, and there

Filtering criteria Excluded Included

Database: Scopus
Date of search: 12 October 2022
Keywords: “augmented realit” OR “AR” AND “touris*” in the article title, abstract and
keyword
Published from: No time limit
Language: documents in English only
Document type: include only “articles”
Limit to: documents with publication stage as “final” 327
Duplications 1 326
Content screening: Articles in which the scope of the study (AR in tourism) is 136 190
discussed in “Titles, Abstracts, and Keywords” are only included Table 1.
Note(s): This table shows the filtering criteria used to reach the final compilation of 190 studies Search procedure
JHTI

Figure 1.
Publication trend of
AR-related research in
tourism

were very few papers from 2003 to 2013. It is after ten years, that is in 2013 that the
publication per year reached a number of 10 on average. The most number of articles has
been published over the past three years, with 2021 (34 articles) being the most prolific,
followed by 2019 (30 articles) and 2020 (28 articles). Even though the year of recovery from
Covid-19, that is 2021, has been the most prolific year to come up with the highest number of
studies in this area, it is not the same with 2022. With the year nearing its end, the number of
articles so far published in 2022 is only 20, which is 59% of the total articles published in 2021.
This shows that the research on AR in tourism in 2022 is not as fast-paced.
4.2.2 Top authors and countries of AR-related research in tourism. The most influential
authors of AR-related research in tourism as well as the top countries with the highest cited
documents are presented in Table 2 obtained through citation metrics. Out of 555 authors
who have published at least one document, Tom Dieck M.C. stands out as the most influential
author in this topic, receiving 920 citations and having published 14 documents in total. He is
followed by Chung N. receiving 709 citations and having published the third highest number
of documents (seven). Based on the total number of documents published, the second most
influential author is Jung T. with the third highest citation (690). Among 47 countries that
have a minimum of one document published in this area, the United Kingdom is the country
with top intellectual contributions in AR-related studies in tourism (28 publications), and the
highest number of citations (1,478).

Authors TC TP Countries TC TP

Tom Dieck M.C. 920 14 United Kingdom 1,478 28

Chung N. 709 7 South Korea 759 15
Jung T. 690 10 Greece 529 11
Jung T.H. 405 4 United States 433 12
Han H. 254 1 Spain 281 17
Joun Y. 254 1 Italy 229 16
Han D.-I. 245 5 Norway 223 2
Table 2. Buhalis D. 233 2 The Netherlands 192 5
Top authors and Lee H. 229 4 Taiwan 157 15
countries of AR Leue M.C. 226 1 Australia 144 4
research in tourism Note(s): TC 5 total citations, TP 5 total publications
 4.2.3 Top sources for AR-related research in tourism. Table 3 lists the top publications of AR-related
AR-related research in tourism. With 513 and 272 citations, respectively, Tourism research in
Management and Current Issues in Tourism are the two most significant sources. The
most prolific sources, however, in terms of publications, are Sustainability (Switzerland) and
tourism
Journal of Heritage Tourism, with 11 and 9, respectively. Examining Table 3 with a focus on
tourism-oriented journals against non-tourism-oriented journals reveals that six of the top ten
journals publishing AR-related research in tourism are tourism-oriented publications. It
indicates the wide range of multidisciplinary journals accepting works on this topic, which is
very promising and essential for the advancement of research in any area.
4.2.4 Top articles on AR-related research in tourism. The top 10 cited articles on AR-related
research in tourism are ranked in Table 4 based on the total number of citations. The article
written by Chung N. in 2015 in Computers in Human Behaviour has received the most
citations (254), followed by Jung T.’s article from the same year in Tourism Management,
which has received 226 citations. In his study, Chung (2015) discovered that visual appeal and
technological readiness (TR) were determinants of perceived usefulness. The author also
discovers that users of AR have unavoidably embraced aesthetic attractiveness as a
stimulating component determining the technology’s usability. Users’ satisfaction and intent
to suggest marker-based AR applications are evaluated using a quality model in Jung’s (2015)
study. According to the study, contented theme park visitors are more susceptible to promote
the theme park and the AR application through word-of-mouth.

4.3 Science mapping

4.3.1 Co-authorship analysis of AR-related research in tourism based on countries. Figure 2
shows the co-authorship among authors of different countries. Scientific collaboration can be
effectively revealed through this observable and well-established technique. Researchers no
longer play independently; instead, they are a part of teams that combine multidisciplinary
perspectives and complementary skills to achieve common objectives. Hence, co-authorship
analysis is an effective tool for evaluating collaboration trends and recognizing significant sources
(Fonseca et al., 2016), which is why this paper intends to look at the co-authorship analysis.
Out of the 47 countries, 29 countries have an international co-authorship relationship.
Countries are denoted in Figure 2 by a label and a circle. The size of every circle indicates how
many papers have been written by writers from that nation. And the strength of the
connection between the two countries, or the number of documents co-authored by authors
from both countries, is shown by the thickness of the link. The analysis reveals that the
United Kingdom is the country that has the highest co-authorship link with other countries
(10 countries), followed by China (6 countries). Two of the top international co-authorship

Journals TC TP Tourism

Tourism Management 513 5 X

Current Issues In Tourism 272 3 X
Computers in Human Behavior 254 1
Journal of Travel Research 251 2 X
International Journal of Engineering Business Management 218 1
Journal of Service Management 200 1
Journal of Heritage Tourism 199 9 X
Journal of Hospitality and Tourism Technology 190 7 X
Pervasive and Mobile Computing 151 1 Table 3.
Journal of Destination Marketing and Management 126 1 X Top sources for AR
Note(s): TC 5 total citations, TP 5 total publications, tourism 5 X for a tourism-oriented journal research in tourism
JHTI Title Authors TC

Chung, N., Han, H., & Joun, Y. (2015), “Tourists’ intention to visit a destination: The role Chung (2015) 254
of augmented reality (AR) application for a heritage site”, Computers in Human Behavior,
Vol. 50, pp. 588-599. https://doi.org/10.1016/j.chb.2015.02.068
Jung, T., Chung, N., & Leue, M. C. (2015), “The determinants of recommendations to use Jung (2015) 226
augmented reality technologies: The case of a Korean theme park”, Tourism management,
Vol. 49, pp. 75-86. https://doi.org/10.1016/j.tourman.2015.02.013
Kounavis, C. D., Kasimati, A. E., & Zamani, E. D. (2012), “Enhancing the tourism experience Kounavis (2012) 218
through mobile augmented reality: Challenges and prospects”, International Journal of
Engineering Business Management, Vol.4 No. 10.
Buhalis, D., Harwood, T., Bogicevic, V., Viglia, G., Beldona, S., & Hofacker, C. (2019), Buhalis (2019) 200
“Technological disruptions in services: lessons from tourism and hospitality”, Journal of
Service Management, Vol. 30 No. 4.
Tom Dieck, M. C., & Jung, T. (2018), “A theoretical model of mobile augmented reality Tom Dieck (2018) 194
acceptance in urban heritage tourism”, Current Issues in Tourism, Vol. 21 No. 2, pp. 154-174.
https://doi.org/10.1080/13683500.2015.1070801
Kourouthanassis, P., Boletsis, C., Bardaki, C., & Chasanidou, D. (2015), “Tourists responses Kourouthanassis 151
to mobile augmented reality travel guides: The role of emotions on adoption behavior”, (2015)
Pervasive and Mobile Computing, Vol. 18, pp.71-87. https://doi.org/10.1016/j.pmcj.2014.08.009
Tussyadiah, I. P., Jung, T. H., & tom Dieck, M. C. (2018), “Embodiment of wearable augmented Tussyadiah (2018) 130
reality technology in tourism experiences”, Journal of Travel research, Vol. 57 No. 5,
pp. 597-611.
He, Z., Wu, L., & Li, X. R. (2018), “When art meets tech: The role of augmented reality in He (2018) 129
enhancing museum experiences and purchase intentions”, Tourism Management, Vol. 68,
pp. 127-139, https://doi.org/10.1016/j.tourman.2018.03.003
Tom Dieck, M. C., & Jung, T. H. (2017), “Value of augmented reality at cultural heritage sites: Tom Dieck (2017) 126
A stakeholder approach”, Journal of Destination Marketing & Management, Vol. 6 No. 2,
pp. 110-117. https://doi.org/10.1016/j.jdmm.2017.03.002
Chung, N., Lee, H., Kim, J. Y., & Koo, C. (2018), “The role of augmented reality for experience- Chung (2018) 121
Table 4. influenced environments: The case of cultural heritage tourism in Korea”, Journal of Travel
Top articles on AR Research, Vol. 57 No. 5, pp. 627-643.
research in tourism Note(s): TC-Total Citation

Figure 2.
Co-authorship analysis
based on countries
relations among the 29 co-authoring nations are the United Kingdom–the Netherlands and AR-related
the United Kingdom–South Korea, both contributing 8.5% each to the total co-authorship research in
link strength. There are 18 countries that are in isolation, which means that there has been no
collaboration works by the authors from these countries with that of other countries.
tourism
4.3.2 Keyword analysis. 4.3.2.1 Trending topics and thematic mapping. Analysing the
keywords utilized in papers is a significant method for determining emerging subjects and
the focus of the authors on the topic (Agbo et al., 2021). The topics that are currently trending
in this area are shown in Figure 3 based on the authors’ keyword usage. In order to conduct
this study, the minimum word frequency was set at 4, and the yearly word count was set at 5.
It shows that the recent research in this area are concentrating on AR in tourism in relation to
tourist destinations, tourism market, sustainable development and Covid-19. AR in tourist
destinations and tourism market remains the trending topic in 2022. It can also be noted from
the figure that the term AR, which has been used by researchers since 2015, has stopped by
2020, and the term now getting popular is “mobile augmented reality”. Table 5 shows the top
20 most frequently used keywords in AR-related research in tourism. Apart from AR and
tourism, the most prominent keywords used in the studies are virtual reality, cultural heritage
and technology adoption.
The thematic map of AR in tourism shown in Figure 4 is another analysis done with the
keywords using the Bibliometrix R-package. An analysis of the field’s current state and

Figure 3.
Trending topics with
the use of keywords

Sl.no Keyword TO Sl.no Keyword TO

1 Augmented reality 147 11 Tourism development 9

2 Virtual reality 44 12 Software 8
3 Tourism 39 13 Mixed reality 7
4 Cultural heritage 37 14 Sustainability 7
5 Technology adoption 15 15 Technology acceptance model 7
6 Heritage tourism 13 16 Tourist attraction 7
7 Mobile augmented reality 10 17 Tourist destination 7
8 Museums 10 18 User experience 7
9 Innovation 9 19 Artificial intelligence 6
10 Smart tourism 9 20 Cultural tourism 6 Table 5.
Note(s): TO 5 total occurrences Top keywords
JHTI

Figure 4.
Thematic map

prospects for sustainability is the goal of a thematic map. This analysis is helpful in educating
researchers and stakeholders about the possibility of the establishment of new thematic
research topics within a discipline (Agbo et al., 2021). The density and centrality measures
determine whether the topics are well developed and their significance, respectively. Each
circle’s size reflects how many articles have used that particular term. A thematic map has
four quadrants. The quadrants are explicated as below.
(1) The upper-right quadrant reflects the driving/motor themes in AR in tourism. This
quadrant contains four clusters, each of which is quite different from the others and is
connected by a large number of keywords. It shows that the driving themes in this
field are augmented reality, heritage conservation using AR, usage of AR
applications and the impact of AR usage in tourist destinations.
(2) The basic concepts in the field are shown in the lower-right quadrant. There is only
one cluster in this quadrant, and it is on the theme of technology adoption attitude
among the tourists and innovation aspects. The concept of AR in terms of its
adoptability among tourists is well-developed and structured.
(3) Themes in the lower-left quadrant are either emerging or declining themes. There are
2 clusters in this theme: willingness to pay and cutting-edge technology. AR as a
cutting-edge technology in tourism is an important theme to be studied, but it is not
well developed yet. Likewise, the willingness to pay for AR in tourism is also an
emerging theme.
(4) The upper-left quadrant depicts the niche themes that are studied in AR in tourism.
There is only one cluster in this theme and that is audio-augmented reality. There
should be more effort put into developing the concept of audio-augmented reality in
tourism.
4.3.2.2 Co-occurrence analysis. Co-occurrence analysis is an analysis which is also conducted AR-related
based on keywords. The analysis of keywords in the publications used by the authors gives research in
an idea of the concepts that are being focused on in these studies of AR applicability in
tourism. Out of a total of 1,089 keywords in the 190 articles, 55 meet the threshold of being
tourism
occurred for a minimum of 4 times, which is shown in Figure 5. The figure shows that AR, VR,
tourism and cultural heritage have a greater impact on the network. It reveals that compared
to other concepts, AR was studied in connection with cultural heritage and tourism by the
authors in a number of studies.
4.3.3 Bibliographic coupling. Bibliographic coupling uses publications’ citations to depict
the current state of the field’s knowledge. Bibliographic coupling encompasses fundamental,
specialized and contemporary knowledge (Goodell et al., 2021). When two works make
reference to a third work that is common, it is coupling. It suggests that there is a chance that
the two works address similar subjects. The documents with a minimum of 5 citations were
considered for coupling, which gave a total of 98 documents, among which 88 were connected.
This resulted in the revealing of eight thematic clusters as shown in Figure 6. Content
analysis has been done by looking at each item of these clusters to combine them under
one theme.
Cluster 1 consists of 15 articles which mainly concentrated on the study and analysis of
AR-specific applications (Aluri, 2017; Chiu et al., 2021; Kourouthanassis et al., 2015) and their
impact on tourism. Cluster 2 discusses AR in tourism as a part of the enhancement of the
tourism industry in general, and it consists of 14 articles. The studies focus on practical
business models for the enhancement of smart city ecosystem (D
ıaz-D
ıaz et al., 2017), the top
technologies for tourism (Nayyar et al., 2018) and so forth. Cluster 3 also includes 14 articles
and focuses on the preservation, reconstruction and revival of heritage sites through the
implementation of AR (Bec et al., 2021; Little et al., 2020; Rueda-Esteban, 2019). Cluster 4
consists of 10 articles which mainly focused on the application of the technology acceptance
model (Do et al., 2020; Park and Stangl, 2020) in analysing the adoption intention and
behavioural attitude towards AR in tourism and also the implementation of AR in urban

Figure 5.
Co-occurrence analysis
of keywords
JHTI

Figure 6.
Clusters of AR related
research in tourism
through bibliographic
coupling

heritage tourism (Han et al., 2018). Cluster 5 discusses the mobile or smartphone-augmented
reality (MAR) impact and adoption intention in tourism (Shih et al., 2019; Tahyudin and Surya
Saputra, 2017). Cluster 6 consists of 9 articles that discuss theoretical models like innovation
diffusion theory (IDT), Theory of Reasoned Action (TRA), Theory of Planned Behaviour
(TPB), TAM and UTAUT in the adoption of AR in tourism (Han et al., 2019; Jung et al., 2015)
and also articles that discuss the impact of AR games on the enrichment of tourism (Lacka,
2018). Cluster 7 with 8 articles mainly concentrates on user satisfaction, adoption intention,
attitude and intention to recommend AR and their impact on visiting a destination (Chung
et al., 2018; Jung et al., 2015). Cluster 8 consists of 8 articles that focused on heritage tourism
(Chung et al., 2015; Paliokas et al., 2020) and the enhancement of the learning experience
through AR (Tom Dieck et al., 2016a, b).
Four research streams are identified after a detailed review of the contents of each cluster
and the themes that are derived from these clusters. The streams are.
(1) The impact of AR-specific applications and mobile AR in tourism
Cluster 1 and cluster 5 concentrate on the usage and analysis of AR applications and
the implementation of mobile-augmented reality in tourism.
(2) Enrichment of tourism industry using AR
Cluster 2 and cluster 7 focus on using AR along with other technologies to enhance
the tourism sector and the implementation, adoption intention, satisfaction and
attitude of AR in tourism.
(3) Modelling of AR in tourism
Cluster 4 and cluster 6 consist of articles that proposed conceptual models based on
theories like TAM, IDT, TPB and TRA that could be adopted by marketers as well as
academicians for further explorations.
(4) The application of AR to heritage site revitalization
Cluster 3 and cluster 8 mainly focused on the utilization of AR in heritage sites and the
revival, preservation and reconstruction of fragile heritage destinations through AR.
5. Discussions and conclusions AR-related
5.1 Conclusions research in
The current study contributes to a better knowledge of the state of AR-related research in
tourism at present. This study has covered all the publications done in the area of AR in
tourism
tourism until 12 October 2022, allowing for the compilation of a holistic overview. Although
the concept of AR initially emerged almost 53 years ago in 1968, the research in this field has
only advanced since 2003. However, there have not been any bibliometric studies on AR-
related research in tourism before, and this is the article’s key contribution. The analysis
reveals a rising period of promising scholarly publications on this topic. Ingram wrote the
first article in this field in 2003. And since 2013, when the subject started to attract
researchers’ interest, the publication of related works has improved A definite upward
tendency is seen from 2019, but not at an incredibly fast rate. Although articles on the topic
have been published in several nations, research on AR in tourism has not received the same
amount of attention globally. With 28 articles produced, the United Kingdom leads, followed
by Spain and Italy. Three papers were found in the study to have more than 200 Scopus
citations, out of a total of 1749 citations from the top 10 publications. A total of 555 authors
published works on AR applicability in tourism, with Tom Dieck M.C., Chung N. and Jung T.
receiving the most citations for their work. The study has also pointed out the top five
journals with over 200 citations. Among the 29 countries that have a co-authorship link, the
United Kingdom is the country that has the highest co-authorship link with other countries
(10). The trending topics with the keyword analysis reveal that the recent studies of AR in
tourism are focusing on tourist destinations, tourism marketing and sustainable development
in relation to AR. Additionally, it showed that research on AR in tourism has transitioned to
research on mobile-augmented reality in tourism as smartphones become more widely used
and more capable with the advancement of technology. And using bibliometric coupling
analysis, the study infers the thematic structure of AR-related research in tourism. By
uncovering eight specific areas of focus in AR-related research in tourism, four research
streams are revealed. And the most often coupled authors, according to the VOS Viewer
coupling analysis, are Chung N., Jung T., Kounavis C.D., Tom Dieck M.C. and Buhalis D.
The content analysis in bibliographically coupled articles and the thematic map in keyword
analysis have discovered certain areas that could be beneficial for the researchers who intend to
conduct more studies on the applicability of AR in tourism. The thematic map analysis of the
keywords reflects that audio AR is a niche theme that has to be researched more. Table 6 gives
the potential sources that researchers can refer to for conducting studies on it. Cultural
differences may affect how much value users place on diverse augmented or virtual
environments as mediated by AR. Replicable research has important benefits in the field. The
study reveals that most of the contributing countries are European countries (e.g. UK, Spain,
Italy, US). According to worldometers.com, Europe only makes up 21.7% of the global
population and is expected to drop to just 7% by the year 2050, while Asia accelerates as the
demographic leader with a share of over 55% of the global population (Wei, 2019). Hence, more
studies have to be conducted in Asian contexts as well. MICE tourism is another emerging sector
in the tourism industry. But there are rarely any studies done on the implementation of AR in
MICE tourism. Likewise, the bibliometric analysis shows that majority of the studies done on the
implementation of AR in tourism were done in cultural heritage or archaeological contexts. But
tourism is an industry which has got various sub-sectors under it, like sports tourism and cruise
tourism,. which are all emerging tourism sectors. Hence, studies have to be done to analyse the
practicality of implementing AR in these areas with a multidisciplinary approach. Marine
tourism is also a sector where AR can be studied and implemented. It is also reflected that the
studies so far have only been analysing the positive side of AR implementation in tourism. But in
contrast to this, AR can also possess threats to the tourism industry. The fact that AR is creating
a customer who turns out to be over-particular with all the options readily available before
JHTI Area Research questions Potential sources for reference

Audio AR How can audio AR in tourism enhance the sub- Boletsis and Chasanidou (2018), Jung
sectors of tourism (e.g.: marine tourism, public et al. (2018), Chong and Alimardanov
transportation) with its implementation? (2021)
Cultural What variations happen to the importance, Jung et al. (2018), Tussyadiah et al.
context satisfaction and attitude attached to AR in tourism (2018a, b), Wei (2019)
in different cultural contexts? The moderating
effect of culture or a comparison of AR
acceptability in different culture is worthy of
studying
MICE How the educational and entertainment Tom Dieck et al. (2018), Yung and
tourism experiences provided by AR in exhibitions and Khoo-Lattimore (2017)
events impacts the visitor experiences, satisfaction
and revisit intentions
How can implementing AR in MICE tourism help
the businesses and the other stakeholders in the
tourism industry?
Sports How is the augmented reality content going to Han et al. (2014),
tourism affect the sport tourists’ experience, satisfaction Oh et al. (2018)
and visit intentions?
Cruise Explore and discuss the possibilities, impact, Buhalis et al. (2022)
tourism benefits and challenges of implementing AR in
cruise tourism
Threats of What are the effect to the stakeholders like local Gatter et al. (2022), McLean and
AR businesses, tour guides and tour operators when Barhorst (2022)
AR substitutes corporeal experiences? How will
AR negatively affect the tourists and the
destinations, as AR could lead to less attention
being paid to the physical attraction and also
destroying the surprise element of a destination to
the tourists?
Age What is the applicability of AR in tourism, the Jung et al. (2018), Park and Stangl
distribution adoption intention and attitude towards AR in (2020)
tourism among respondents belonging to different
age groups? Is AR in tourism acceptable and
Table 6. feasible in every category of respondents?
Future research areas Note(s): This table lists the identified research areas and potential research questions that can be addressed in
on AR in tourism the future studies

experiencing the real journey can be a threat to the tourism businesses. And also, AR
substituting corporeal experiences poses a challenge for local businesses that depend on
tourists. Hence, the negative side of AR also needs to be estimated, and actions taken
accordingly. Another thing to point out is that the participants in most of the empirical studies
were young, a group that was significantly more accustomed to the particular technological
systems. So, as Park and Stangl (2020) in their study recommended, future research should
broaden the age distribution of the research participants rather than focusing on young
participants alone, and then empirically test the applicability of AR in tourism. The identified
future areas are summarized in Table 6.

5.2 Theoretical implications

Tourism is contributing substantially to the economic growth of the world as a whole.
Technology is an effective instrument for promoting and developing the tourism and
hospitality industry’s operations and strategies (Bethapudi, 2013). Tourists have AR-related
welcomed technologies that enable social distance without necessitating human research in
interaction in situations like the Covid-19 outbreak (Mart
ınez-Mol
es et al., 2021). A
revolutionizing technology like AR will enrich the tourism industry if implemented after
tourism
proper analysis of the expectations and requirements of the consumers of the tourism
service. This bibliometric analysis contributes to presenting some explanations for
important questions that academics should take into consideration when researching AR
applications in tourism. This study can be utilized by researchers to identify and
comprehend new developments in this field, as well as the literature that focuses on it. It
gives an insight into the subject’s importance and can therefore be applied to the
development of upcoming tourism products. This is the first study to fill this knowledge
gap using a bibliometric approach, and it does so by identifying the top documents,
journals and—most importantly—the future research areas in this field. Therefore,
researchers and industry experts in the field of tourism can use the current findings as a
foundation for additional research on AR in tourism. As the study suggests, there is a lot of
scope for further studies to be conducted in this field. Tourism is an industry which has got
various sub-sectors under it including adventure tourism, cruise tourism, MICE tourism
and marine tourism. And this study has shown that, despite the need for such research for
the betterment of the tourism industry as a whole, there are very few studies conducted on
the sub-sectors separately.

5.3 Practical implications

The ever-evolving technology breakthroughs have made AR in tourism viable. Each year,
this sector brings in billions of dollars for the participating nations. To improve the global
tourist business among nations, the implementation of technological advancements is
highly necessary. AR creates opportunities for improved visitor engagement, creative
ways to discover new destinations, beneficial changes in visitor behaviour, better tourist
experiences, superior personalization, boosting visitor inflow, more effective marketing of
tourism-related products, ensuring increased revenue for the businesses and improving
products and services in tourism through innovation (Mohanty et al., 2020). Hence,
researchers, academia and practitioners can all consider the findings of this study to be of
great significance. The research of this study advise tourism businesses to incorporate
these new technologies into the services that they offer to travellers so that the travellers
could have a great experience while travelling. By giving travellers the chance to explore
new things, managers should carefully develop their marketing tactics to draw in tourists
from around the world. The potential drawbacks of AR in the tourism sector, however,
should also be carefully examined, as noted in future research areas, to ensure a balanced
adoption of this powerful technology in the sector. In order to improve the content of their
own unique value enhancement by determining the level of AR incorporation, it is advised
that individual tourism firms network and communicate with other stakeholders in the
area at the micro level.

5.4 Limitations and future research direction

Despite the paper’s contributions, certain limitations need to be addressed. One is the use of a
single database rather than several sources for data retrieval. Although the authors of this
study believe that Scopus has a considerable number of papers that are representative of the
whole, using several databases will give the topic more coverage. Unpublished working
papers, doctoral theses, textbooks or conference proceedings were not included in the
inclusion criteria. Additionally, as the study only looked at publications in English, the value
of research done in other languages was ignored.
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Corresponding author
Shafeeque M. Hanaa can be contacted at: hanaas123@gmail.com

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