IMMERSIVE TECHNOLOGIES AND THEIR IMPACT ON TOURISM SERVICE COMPETITIVENESS

Abstract

The rapid development of immersive technologies, particularly Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR), has introduced new opportunities for enhancing competitiveness in the tourism sector. As global tourism markets become increasingly dynamic and technology-driven, tourism service providers must adopt innovative solutions to differentiate their offerings and strengthen competitive positioning. This study explores the impact of immersive technologies on tourism service competitiveness, focusing on their role in experience enhancement, destination marketing, service differentiation, and customer engagement. The research employs a qualitative analytical approach based on scholarly literature and international reports. The findings suggest that immersive technologies significantly contribute to competitive advantage by enhancing perceived service value, increasing customer interaction, improving promotional effectiveness, and supporting innovative business models. However, successful implementation requires adequate digital infrastructure, financial investment, and strategic integration. The study concludes that immersive technologies should be considered strategic competitiveness tools rather than purely technological enhancements within tourism management frameworks.