tom Dieck, M. ClaudiaM. Claudiatom DieckHan, Dai-In DannyDai-In DannyHanRauschnabel, Philipp A.Philipp A.Rauschnabel2025-04-172025-04-1720241757-10490959-6119https://fis.uni-bamberg.de/handle/uniba/107653Purpose – The hospitality and tourism industry is strongly influenced by new and immersive technologies, such as augmented reality (AR), to enhance customer experiences across a diverse set of touchpoints throughout the visitor journey. This paper aims to provide a holistic understanding of AR marketing for this industry context, present a number of fundamental premises of AR marketing within it and establish an agenda for future AR research. Design/methodology/approach – This study reviews current literature on AR marketing, hospitality and tourism and industry use cases for the creation of a proposed conceptual framework to guide scholars and managers. Based on that, the authors propose fundamental premises. Findings – The three fundamental premises of AR marketing presented are the need to clearly differentiate between AR and virtual reality within hospitality and tourism; the use of AR for the on-trip experience; and the combined focus on content, context, customer and computing devices for a successful strategic implementation of AR. Research limitations/implications – This study serves as a first point of reference for the strategic integration of AR into hospitality and tourism marketing, both from an industry and academic point of view.engARAugmented realityMarketingHospitalityTourismSpatial computingExtended realityarticle10.1108/ijchm-09-2023-1513https://www.emerald.com/insight/content/doi/10.1108/IJCHM-09-2023-1513/full/html