Quantifying the Impact of Immersive Technologies: An Empirical Analysis of Augmented Reality & Virtual Reality in Bangladesh's Tourism Sector
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Abstract
The research focuses on augmented reality and virtual reality in the transformation of the travel and tourism system in Bangladesh. This empirical research points to the satisfaction of tourists and loyalty of customers being enhanced by these technologies. Among the participants, a survey comprising 170 respondents was conducted, and the data were analyzed statistically using descriptive statistics, reliability tests (Cronbach's Alpha = 0.895), and ANOVA (p-value = .000). Results are indicative of augmentation in travel experience by means of AR and VR, rated on several dimensions with means ranging between 4.17 and 4.58 on a 5-point Likert scale by participants. The study entails possible revolution in tourism by AR and VR through immersive, interactive, and bespoke experiences. This study can help internal stakeholders and policymakers to establish sustainable growth within the tourism sector.