KnE Social Sciences

Published date: Dec 03 2025

Journal Title: KnE Social Sciences

Issue title: The 5th International Conference on Tourism, Gastronomy, and Tourist Destination (TGDIC 2025)

Pages: 58 - 68

DOI: 10.18502/kss.v10i29.20249

Muhammad Rahmadmuhammadrahmad@iptrisakti.ac.idTrisakti Institute of Tourism, Jakarta

Myrza RahmanitaTrisakti Institute of Tourism, Jakarta

‎ NurbaetiTrisakti Institute of Tourism, Jakarta

Rahmat IngkadijayaTrisakti Institute of Tourism, Jakarta

This systematic literature review examines AR/VR adoption among Indonesian travel agencies and competitive impacts following the PRISMA 2020 protocol. Searching eight databases yielded 892 articles, with 68 studies selected through systematic screening by independent reviewers (Cohen’s Kappa κ = 0.87). Meta-analysis of 12,847 participants across quantitative (63.2%), qualitative (23.5%), and mixed-methods (13.2%) studies identified technology readiness as the strongest adoption predictor (β = 0.52, p < 0.001). Indonesian agencies demonstrate 23% AR/VR adoption with 24.3% CAGR, lagging Singapore (52.4%) and Malaysia (45.3%), with regional variations from 36.4% (Jakarta) to 5.2% (Eastern Indonesia). Adopting agencies achieved significant competitive advantages: 34% market share increases, 45% operational efficiency gains, and 28% cost reductions. The extended UTAUT model explained 73.4% of adoption variance (R^² = 0.734), with customer experience enhancement as the central mechanism linking AR/VR adoption to competitive advantages. Findings contribute contextualized technology adoption frameworks for emerging economies and demonstrate Indonesia’s potential for digital tourism leadership through strategic immersive technology implementation.

Keywords: augmented reality, virtual reality, travel agencies, digital transformation, competitiveness, PRISMA, systematic review

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