Purpose: This paper employs bibliometric analysis to explore transformative trends and emerging research patterns in the intersection of digital technology and tourism. The goal is to provide insights into the evolving landscape, identify key themes, influential authors and prominent journals, contributing to a nuanced understanding of this dynamic field.Design/methodology/approach: This study rigorously employs bibliometric analysis from 2002 to 2023, using Scopus and Web of Science databases, yielding 2,040 Scopus and 1,389 Web of Science documents. After meticulous data selection, 575 articles were refined. Utilising VOSviewer and Biblioshiny, the analyses focus on publication trends, citations, authorship, collaborations and thematic clusters, addressing four research questions.Findings: This bibliometric analysis reveals a significant growth in annual scientific production on digital technology and tourism, peaking at 100 articles in 2023. Key contributors include LAW R., CHUNG N. and KOO C. China leads in research output, and influential journals include “Current Issues in Tourism” and “Information Technology and Tourism.” Noteworthy trends emphasise the centrality of “smart tourism” and the interconnectedness of technology, hospitality and management in shaping future research directions.Practical implications: Stakeholders should focus on integrating emerging technologies in tourism, emphasising areas with high research activity. Professionals must stay updated on evolving trends, adopt innovative digital solutions and collaborate to navigate the dynamic landscape.Originality/value: This study pioneers the first bibliometric analysis on digital technology in the tourism industry, providing a unique and comprehensive exploration of the scholarly landscape from 1998 to 2023, shedding light on key contributors, influential journals and emerging trends.

Purpose – Virtual reality (VR) and augmented reality (AR) technologies are evolving, with scholars highlighting important roles and potential advantages for their use, particularly in the hospitality sector. This bibliometric study examined VR/AR research in the hospitality industry to take stock of the literature in this field and consider potential future directions. Methodology/Design/Approach – Using the Web of Science database, 213 relevant articles were selected and analyzed. Descriptive analysis was conducted using RStudio to identify the most productive countries, journals, authors, and institutions. The most influential topics were identified using keyword co-occurrence analysis in VOSviewer. Findings – The results revealed that VR/AR research in the hospitality sector has recently gained prominence, with China leading in contributions. Three major clusters of themes emerged: (i) the impact of VR on hospitality, tourism, and destinations; (ii) technology enhancing satisfaction and performance in hotels ; and (iii) user acceptance of AR in travel. Originality of the research – This study offers an overview of VR/AR research trends in the hospitality industry based on a bibliometric analysis of literature data from the Web of Science database. It provides research mapping to identify current developments in the VR/ AR literature within this industry and sheds light on areas for future research.