Introduction: problems and objective

Recent years have witnessed a fast-growing interest in immersive technology among scholars and practitioners. The term immersive technology originates from the first prototype of human- computer interaction in the mid-20th century (Sutherland, 1964), and today it commonly represents any technology capable of providing computer-generated simulations with physical, spatial and visual dimensions (Suh and Prophet, 2018), such as virtual reality (VR), augmented reality (AR), mixed reality (MR), and others that are considered to lie in the virtuality continuum (Milgram and Kishino, 1994). Today immersive technologies are being widely leveraged to enhance user experience and ultmately improve innovation and competitiveness in a range of sectors and fields, from education (Rodriguez-Ardura & Meseguer-Artola, 2019; Tang et al., 2020; Wu et al., 2013) and health care (Tang et al., 2022) to tourism (Beck et al., 2019; Gutentag, 2010; Pratisto et al., 2022) and video games (Jennet et al., 2008; Michailidis et al., 2018; Nilsson et al., 2016). While there is an increasing awareness and capacity for the use of immersive technologies, in prac􀆟ce, however, theoretical research in this area has relatively lagged.…

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