Table 1:
Main topics are categorised into subtopics
| Immersive Technology | Marketing-related narratives | Tourism-related elements |
|---|---|---|
| Artificial Intelligence (AI) | Fairs | Cultural Heritage |
| Virtual Reality (VR) | Virtual Tours | Hotels |
| Augmented Reality (AR) | Sustainability | Museums |
| Metaverse | Digital Exhibition | Theme Parks |
| Digital Reality | Promotion | Cathedrals |
| Chatbot | Historical Reconstruction | Arts |
| Digital Tools | Virtual Exhibition | Festivals |
| Extended Reality (XR) | Accessibility | Resorts |
| Digitisation | Immersive Exhibition | Historical Monuments |
| Immersive Realities | Virtual Experiences | Holidays and Observances |
| Custom Itineraries | Cities | |
| Countries | ||
| Villages | ||
| Regions | ||
| Mountains | ||
| Islands | ||
| Destination |
Figure 1:
National distribution of media coverage in the analysed sample
Figure 2:
Keyword distribution in news coverage of immersive tourism
Table 2:
Most prominent technological references in tourism news coverage (N > 10)
| Sub-topic if n>10 | N | Key headings | Newspapers | Countries |
|---|---|---|---|---|
| VR | 72 | Valencia will open around 20 museums and unique buildings to the public virtually; Visit the museum with virtual reality glasses; From sunflowers to wheat fields: an immersive journey through the works of Van Gogh; Her Name Was Gisberta: an “immersive journey” through the life of a “national landmark”; | El País La Vanguardia The Guardian The Telegraph Le Monde Le Figaro ANSA SZ FAZ DW Der Tagesspiegel Die Zeit Público Diário de Notícias Jornal de Negócios Econó- mico Observador JN | Spain UK France Italy Germany Portugal |
| Metaverse | 14 | The magical world of Tomorrow land comes to life: Europe’s largest metaverse to celebrate 20 years of the world’s most famous electronic music festival; Portugal takes timid steps into the metaverse; | El mundo The Telegraph Les Echos ANSA SZ DW Die Zeit Público Expresso Jornal de Negócios | Spain UK France Italy Germany Portugal |
| XR | 13 | Villa Antiopa receives award for best digitized experience using immersive technology; Virtual journey through the history of the Jewish quarter of Frankfurt; | La Vanguarda Le Monde La Stampa Avvenire ANSA DW Die Zeit Público | France Italy Germany Portugal |
Table 3:
Predominant marketing-related narratives in tourism media coverage (N > 10)
| Sub-topic if n>10 | N | Key headings | Newspapers | Countries |
|---|---|---|---|---|
| Immersive Experience | 41 | New tourists: explorers of a virtual ocean; With virtual reality glasses on the “Titanic”; I (virtually) conquered Everest – this is what it was like; Dante’s House Museum, with virtual reality walking with the poet; | El País El Mundo La Vanguardia The Guardian The Telegraph Le Monde Le Figaro Les Echos La Stampa Avvenire ANSA SZ Der Tagesspiegel Die Zeit Público Jornal de Negócios JN | Spain UK France Italy Germany Portugal |
| Historical reconstruction | 29 | Carmona hosts the ‘VR Heritage’ project recreating the Turdetani world through virtual reality; Frederick II, 800 years told with virtual reality; | La Vanguardia Le Figaro ANSA SZ DW Der Tagesspiegel Die zeit Público Expresso | Spain France Italy Germany Portugal |
| Virtual Tour | 15 | Tourism - Cathedral adds virtual tours allowing visitors to ‘fly over’ the temple and discover 18th-century Málag; Virtual holiday trips on Unity Day in Schwerin; | El País La Vanguardia Le Monde Les Echos SZ DW Público Expresso Jornal de Negócios Económico | Spain France Germany Portugal |
| Virtual Experience | 10 | Wagner opera partially virtual; Papal Basilicas, a place to help tourists discover themselves as pilgrims; | La Vanguardia Le Monde Avvenire SZ DW Der Tagesspiegel Observador | Spain France Italy Germany Portugal |
Table 4:
Tourism-related narrative contexts in media coverage (N > 10)
| Sub-topic if n>10 | N | Key Titles | Editors | Countries | |
|---|---|---|---|---|---|
| Cultural Heritage | 33 | A Pacific island starts packing for the metaverse Carcassonne as in the 14th century through an immersive experience in Paris, Lyon, and Bordeaux The World of Tutankhamun floods Bombas Gens in an immersive journey through ancient Egypt. | El País La Vanguardia Le Monde Le Figaro Les Echos Avvenire ANSA SZ DW Der Tagesspiegel Die Zeit Público Expresso JN | Spain France Italy Germany Portugal | |
| Museum | 24 | Go to the museum or take a vacation with virtual reality glasses Museums and monuments addicted to the immersive experience Feel the vertigo of an ‘enxaneta’ at the Casteller Museum of Catalonia | El País El Mundo La Vanguardia Le Monde Les Echos ANSA SZ DW Der Tagesspiegel Die Zeit Expresso | Spain France Italy Germany Portugal | |
| Art | 18 | Experience immersive art in Munich – an overview of what’s on offer A face-to-face with Goya A new immersive experience to dive into the life and work of Salvador Dalí | El Mundo La Vanguardia Le Figaro ANSA SZ DW Der Tagesspiegel Die Zeit Público Diário de notícias Observador JN | Spain France Italy Germany Portugal | |
| Cities | 11 | Medinaceli (Soria) will have a virtual reality app to promote its tourism and commercial activities City introduces app for digital tours around the city | El País La Vanguardia ANSA SZ Die Zeit Jornal de Negócios Económico | Spain Italy Germany Portugal |