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Research ArticleOpen accessPhrase in the titleThe Role of Augmented Reality (AR) and Virtual Reality (VR) in Urban Heritage Tourism: A Study on Adoption and Communication ChallengesWinne Wardiani, Agus Rusmana, Ninis Agustini Damayani, Ute Lies Siti KhadijaHeritage tourism has become the fastest-growing segment of tourism that offers authentic value-add to homogenized experiences worldwide. This topic has drawn increasing attention from scholars and academics over the past five years. This paper aims to map research trends in urban heritage tourism, exploring the paradox between Augmented Reality (AR) and Virtual Reality (VR) in marketing communication. The study uses … …Journal of Computer Science, Vol. 21, Issue 8 · 10 Oct 2025 · 3,903 accessesView PDF Cite

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