Calling for user-centric VR design research in hospitality and tourism

Dai-In Danny Han, MC Tom Dieck

Research output: Contribution to journalArticleScientificpeer-review

20 Citations (Scopus)


Virtual reality (VR) has enjoyed a steep growth in awareness in society in recent years and is considered a promising tool for the design and enhancement of experiences. However, as research and use cases in the hospitality context are expanding rapidly, it is crucial to define a clearer research direction that aligns the number of scattered studies across various fields. It is time to overcome the boundaries of the technological dimension and explore methods for purposeful VR design. This research note calls for more user-centric VR studies and developments to define the future direction of VR implementations in the hospitality and tourism industry. To achieve this, the authors recommend the use of design methodology with a focus on the first steps in the design process to clearly identify and understand customers' needs and desires independent of VR technology.

Original languageEnglish
Pages (from-to)237-246
Number of pages10
JournalHospitality & Society
Issue number2
Publication statusPublished - 2019


  • augmented reality
  • VR
  • virtual reality
  • experience design
  • hospitality
  • immersive technology
  • tourism
  • Hospitality
  • Augmented reality
  • Tourism
  • Experience design
  • Virtual reality
  • Immersive technology


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