COVID-19 and Extended Reality (XR)

Rapid advancement in immersive technology and the global response to the COVID-19 pandemic will catalyze Extended Reality in tourism. This research letter draws from Schumpeter's innovation theory to examine how the evolving market-driven factors arising from the magnitude of change in the tourism industry will accelerate innovation throughcreative accumulationandcreative destructionfor tourism enterprises leading to sustainable competitive advantage. Insights from this research letter contribute to how Extended Reality will reshape tourism and provide implications for tourism stakeholders.

Automated summary

This research letter examines how immersive technology and the global response to the COVID-19 pandemic will catalyze Extended Reality in tourism through innovative methods, leading to sustainable competitive advantage for tourism enterprises. Insights from this study contribute to understanding how Extended Reality will reshape the tourism industry and provide implications for tourism stakeholders.