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Digitization and automation have always had an immense impact on healthcare. It embraces every new and advanced technology. Recently the world has witnessed the prominence of the metaverse which is an emerging technology in digital space. The metaverse has huge potential to provide a plethora of health services seamlessly to patients and medical professionals with an immersive experience. This paper proposes the amalgamation of artificial intelligence and blockchain in the metaverse to provide better, faster, and more secure healthcare facilities in digital space with a realistic experience. Our proposed architecture can be summarized as follows. It consists of three environments, namely the doctor’s environment, the patient’s environment, and the metaverse environment. The doctors and patients interact in a metaverse environment assisted by blockchain technology which ensures the safety, security, and privacy of data. The metaverse environment is the main part of our proposed architecture. The doctors, patients, and nurses enter this environment by registering on the blockchain and they are represented by avatars in the metaverse environment. All the consultation activities between the doctor and the patient will be recorded and the data, i.e., images, speech, text, videos, clinical data, etc., will be gathered, transferred, and stored on the blockchain. These data are used for disease prediction and diagnosis by explainable artificial intelligence (XAI) models. The GradCAM and LIME approaches of XAI provide logical reasoning for the prediction of diseases and ensure trust, explainability, interpretability, and transparency regarding the diagnosis and prediction of diseases. Blockchain technology provides data security for patients while enabling transparency, traceability, and immutability regarding their data. These features of blockchain ensure trust among the patients regarding their data. Consequently, this proposed architecture ensures transparency and trust regarding both the diagnosis of diseases and the data security of the patient. We also explored the building block technologies of the metaverse. Furthermore, we also investigated the advantages and challenges of a metaverse in healthcare.

This umbrella review aims to ascertain the extent to which immersive Virtual Reality (VR) and Augmented Reality (AR) technologies improve specific competencies in healthcare professionals within medical education and training, in contrast to traditional educational methods or no intervention. Adhering to PRISMA guidelines and the PICOS approach, a systematic literature search was conducted across major databases to identify studies examining the use of VR and AR in medical education. Eligible studies were screened and categorized based on the PICOS criteria. Descriptive statistics and chi-square tests were employed to analyze the data, supplemented by the Fisher test for small sample sizes or specific conditions. The analysis involved cross-tabulating the stages of work (Development and Testing, Results, Evaluated) and variables of interest (Performance, Engagement, Performance and Engagement, Effectiveness, no evaluated) against the types of technologies used. Chi-square tests assessed the associations between these categorical variables. A total of 28 studies were included, with the majority reporting increased or positive effects from the use of immersive technologies. VR was the most frequently studied technology, particularly in the \"Performance\" and \"Results\" stages. The chi-square analysis, with a Pearson value close to significance (  = 0.052), suggested a non-significant trend toward the association of VR with improved outcomes. The results indicate that VR is a prevalent tool in the research landscape of medical education technologies, with a positive trend toward enhancing educational outcomes. However, the statistical analysis did not reveal a significant association, suggesting the need for further research with larger sample sizes. This review underscores the potential of immersive technologies to enhance medical training yet calls for more rigorous studies to establish definitive evidence of their efficacy.

Purpose This research paper aims to investigate the predictors and outcomes of immersive technology adoption in tourism. Design/methodology/approach PLS-SEM is used for data collected from tourists visiting the UAE and Egypt to examine predictors and consequences of adoption. Findings It is revealed that perceived ease of use, enjoyment, immersion, usefulness and attitude towards technology predict immersive technology adoption. It is also revealed that the adoption affects tourists’ perceived value and engagement, which, in turn, affects tourists’ satisfaction and loyalty. Originality/value The study has integrated a research model that combines both antecedents and consequences of immersive technology adoption where few empirical investigations were revealed to draw conclusions on this research area. Also, missing relations have been included and tested in the research model.

PurposeIn this study, a critical literature review was utilized in order to provide a clear review of the relevant existing studies. The literature was analyzed using the meta-synthesis technique to evaluate and integrate the findings in a single context.Design/methodology/approachDigital transformation in construction requires employing a wide range of various technologies. There is significant progress of research in adopting technologies such as unmanned aerial vehicles (UAVs), also known as drones, and immersive technologies in the construction industry over the last two decades. The purpose of this research is to assess the current status of employing UAVs and immersive technologies toward digitalizing the construction industry and highlighting the potential applications of these technologies, either individually or in combination and integration with each other.FindingsThe key findings are: (1) UAVs in conjunction with 4D building information modeling (BIM) can be used to assess the project progress and compliance checking of geometric design models, (2) immersive technologies can be used to enable controlling construction projects remotely, applying/checking end users’ requirements, construction education and team collaboration.Practical implicationsA detailed discussion around the application of UAVs and immersive technologies is provided. This is expected to support gaining an in-depth understanding of the practical applications of these technologies in the industry.Originality/valueThe review contributes a needed common basis for capturing progress made in UAVs and immersive technologies to date and assessing their impact on construction projects. Moreover, this paper opens a new horizon for novice researchers who will conduct research toward digitalized construction.

Purpose In the tourism industry, immersive technologies become increasingly vital, amplifying traveler experiences and industry growth. By studying “e-booking” applications prevalent in hotels, this study aims to analyze the impact of integrating an anthropomorphic virtual agent (AVA) on user perceptions of humanness and service usage intent. Design/methodology/approach Two experiments were conducted to examine the effects of using an AVA and explain the psychological mechanism of how AVA’s attributes increase intention to use “e-booking” application. Findings The results highlight the positive influence of AVA on the intention to use. They illustrate the psychological mechanism of how AVA’s attributes (agency and emotionality) influence perceived humanness and intention to use. More specifically, the results indicate that perceived humanness mediated the effect of an AVA on intention to use. Research limitations/implications Further research should delve into additional capabilities related to humanness. Practical implications This study provides useful insights for hotels’ managers about incorporating AVAs in digital services to enhance the perceived humanness of AVAs. The findings suggest that such efforts could yield benefits, especially when they involve conveying that AVAs possess agency and emotionality. Originality/value To the best of the author’s knowledge, this study is the first to investigate how AVA impacts hotel human–computer interaction. It examines agency and emotionality features on humanness perception and behavioral intent. It also guides successful digitalized hotel service development and design, expanding existing research on human–virtual agent digital services, which mainly focuses on superficial traits like face and gender.

Emerging extended reality (XR) technologies, such as augmented reality (AR) and virtual reality (VR), enable global businesses to deliver immersive experiences to customers beyond geographical borders. Despite the opportunities, leveraging XR innovations in foreign markets can present significant challenges. This study investigates whether and under what conditions global businesses experience liability of foreignness (LOF) when leveraging XR innovations. We argue that LOF in XR innovations arises from the inherent disadvantages foreign firms face in delivering mentally fluent XR experiences, which in turn can diminish the effectiveness of their XR innovations compared to local counterparts. We further contend that the extent of LOF in XR innovations varies depending on the features of XR technology, with greater LOF in less realistic, more interactive, and more vivid XR innovations. We also suggest that foreign businesses can mitigate LOF by strategically leveraging brand newness and brand platforms. Our empirical analyses, based on a dataset of 257 beauty brands in South Korea from 2019 to 2022, support the presence of LOF in XR innovations and show how technology features and brand-specific factors influence the extent of LOF. Our findings provide valuable insights for global businesses developing strategies to configure immersive technologies in international markets.

The growing integration of immersive technologies into education is opening new possibilities for teaching and learning, while also raising concerns about the reliability and potential distortion of knowledge in artificial intelligence-mediated environments. Understanding how users perceive and accept artificial intelligence-generated content in immersive learning systems is therefore essential. This study explores the factors that influence user acceptance of artificial intelligence-driven virtual reality educational applications and explains it through a multidimensional framework that extends the Technology Acceptance Model, the Theory of Reasoned Action, and the Theory of Planned Behavior—a new ED-SCALE model. We innovated the previous models by adding an ergonomic dimension, often overlooked in virtual reality-based education. To test the model, we developed an artificial intelligence-driven virtual reality educational escape room designed to simulate adaptive and interactive learning experiences. Data were collected from 213 participants using a questionnaire measuring subjective norms, perceived behavioral control, attitudes toward artificial intelligence-mediated instruction, perceived informational efficacy, and ergonomic quality. The findings show that ergonomic quality, intuitive interfaces, physical comfort, and social influence play an important role in shaping user trust and long-term adoption intentions. The results suggest that the success of artificial intelligence-driven immersive learning systems depends not only on technological performance but also on user experience and social context, confirming our first hypothesis regarding new variables that are conditional for virtual technology acceptance.

Purpose This paper aims to bridge the extended reality framework and the luxury hospitality literature by providing insights into how immersive technologies using artificial intelligence (AI) can shape luxury value and consumer differentiation. Design/methodology/approach The authors conducted three experimental studies comparing immersive AI versus traditional hospitality across luxury contexts (hotels, restaurants and spas). Study 1 investigates the effect of immersive AI (vs traditional hospitality) on customers’ behavioral intentions and the need for differentiation using virtual-assisted reality. Study 2 tests the underlying mechanism of the need for differentiation and luxury value in an augmented reality context. Study 3 provides additional support for the proposed underlying mechanism using virtual-assisted reality in luxury hospitality. Findings The findings reveal that immersive AI (vs traditional) luxury hospitality reduces customers’ behavioral intentions of using such services and perceived luxury value. Moreover, the findings indicate that the intention to use immersive AI (vs traditional) luxury hospitality services is contingent upon customers’ need for differentiation. Originality/value The findings have important theoretical and managerial implications for immersive technologies in luxury hospitality. They shed light on the dynamics between integrating immersive AI into luxury hospitality and its impact on customers’ differentiation motives and perceived luxury value. The findings reveal the detrimental effect of using immersive AI (vs traditional hospitality) within this context.

Modern manufacturing enterprises strive to increase process efficiency while simultaneously reducing resource consumption and improving the working conditions of operators. In this context, the importance of digital tools supporting the design and analysis of production processes is growing, such as computer simulations and virtual reality (VR) technologies, which enable the evaluation of designed solutions even before their implementation. The article presents the possibilities of using VR technology in the analysis and optimization of a production process based on a case study. The applied methodology included defining evaluation indicators, developing a simulation model in the FlexSim environment, verifying the functioning of the process using computer simulation and immersive VR, and then introducing improvements followed by a re-analysis of the process. The evaluation included indicators of process efficiency, operator utilization, transport distances, electricity consumption, and qualitative observations concerning ergonomics and work organization. The applied approach made it possible to increase process efficiency, improve operator utilization, and reduce transport distances while simultaneously improving work organization. The results confirm the validity of using simulation supported by immersive techniques as a tool for supporting the design and optimization of production processes and for identifying problems that are difficult to detect using classical simulation methods.

Purpose Universities are constantly searching for best practices to promote sustainability when it comes to educating students of the English language. Although this area of study has recently gained the attention of scholars around the world there is still a need to explore it from various perspectives. Objective This study aims to comprehensively investigate the impact of digital immersive technology on the education of English language students, specifically focusing on its potential to promote critical thinking and self-directed learning for achieving sustainability in education through teamwork. The research will assess the influence of digital immersive experiences on enhancing learning outcomes, examining their role in fostering critical thinking skills and encouraging self-directed learning practices. Additionally, the study explores the collaborative aspects of digital immersive technology, evaluating its contribution to teamwork among students. Methodology The objective was achieved by using a survey questionnaire to collect data from 304 registered students in various universities in Beijing. Data analysis was conducted by applying Mplus 7.0 software. Findings The findings revealed that the use of digital immersive technology was pivotal for achieving sustainable education both directly and indirectly to an extent. In addition, team working moderated all the respective paths except the path involving the use of digital immersive technology and critical thinking. Implications These results generated implications for teachers and policymakers to promote and facilitate the use of digital technology for teaching the English language to students, encouraging them to develop critical skills and self-directed learning strategies. The study also offered guidance and deeper understanding for researchers to address the concerns linked to the use of digital technology and sustainable education particularly in their future endeavors.