Unveiling the landscape of event technology adoption in hospitality and tourism industry: insights from a systematic literature review

Purpose - The purpose of this research is to provide insights into the key trends, challenges and benefits associated with the integration of various event technologies, such as virtual reality (VR) platforms, mobile apps and artificial intelligence (AI) tools. The study explores event technology adoption within the hospitality and tourism industry through a systematic literature review. Design/methodology/approach - Employing the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) methodology, the study screened 609 articles from Scopus and ScienceDirect, narrowing down to 33 articles for in-depth analysis. Findings - Findings reveal that VR, AI and mobile apps are preferred as they enhance experiences through immersive previews, improved logistics and real-time engagement. Attendee adoption depends on ease of use, perceived benefits, social influence and privacy concerns, while organizers prioritize cost-effectiveness, efficiency and compatibility. Emerging trends like AI, VR and the metaverse are reshaping events, with economic and demographic factors influencing adoption. Research limitations/implications - The findings underscore a maturation in research efforts concerning technology adoption in the hospitality and tourism event industry, reflecting the industry's evolving nature amidst technological advancements and societal shifts, thereby emphasizing the importance of continuous scholarly exploration in this domain. Originality/value - The study contributes to both theory and practice, guiding future research on technology integration and offering practitioners a framework for effective technology adoption strategies. It synthesizes recent trends and bridges the gap between theory and practical application in adopting event technology.