INNOVATIONS IN TOURISM: THE ROLE AND CHALLENGES OF IMMERSIVE SPACES

In the modern tourism industry environment, immersive spaces represent a revolutionary concept that transforms the way visitors experience and interact with destinations. This paper focuses on analyzing the application of immersive technologies, including virtual reality (VR) and augmented reality (AR), with the aim of creating unique and engaging experiences for tourists. Through the analysis of existing literature, we explore how immersive spaces not only enhance visitors’ emotional connection with the content but also stimulate their creativity and exploratory spirit. The paper highlights the key advantages that immersive spaces bring to tourist destinations, including a significant increase in visitor engagement and the creation of differentiated offerings that can attract a broader audience. Additionally, we consider the challenges faced by this technology, such as high implementation costs and the need for technical training of staff. We conclude that, with the right implementation strategy and continuous evaluation, immersive spaces have the potential to drastically improve the tourism offering and enrich visitor experiences, thereby opening up new opportunities for innovation in tourism. This paper not only provides insight into future research directions but also presents examples of best practices for tourism operators aiming to integrate immersive technologies into their offerings to achieve a competitive advantage in the market.