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La metodología se plantea según los objetivos planteados en su investigación. Por lo general se aplica una investigación cualitativa a través de un análisis comparativo

Hi there,

I'd just like to add what Ms.Cumbal wrote. Firstly, get your gaps, aims and objectives streamlined. What exactly do you want to learn from STB's AR/VR campaigns ? Their reach? Their content delivery? Or, the content per se? For example, you want to know how effective are those AR/VR campaigns in enticing attention among a particular sample , you may browse what the media richness theory has to inform. Going ahead, if you wish to study the revisit intentions on the basis of those AR/VR promos among a given sample, there exists other theoretical groundings that may offer some explanation. Nevertheless, you should know your knowledge. Conducting an SLR for the starts will greatly help you in understanding the current corpus of knowledge.

Thanks and best of luck .

You have to formulate your aim and RQs for the study and read a previous research. It will help a lot in defining a theoretical framework and methodology

Good,

You should have some idea through literature using Keywords: AV/VR/Technology AND Tourism Marketing AND/OR Destination Marketing etc. Thereafter, search the theories regarding the concept, variables and relationship among them. Formation of framekwrok from existing theories (may be one or more) hence be called as theoretical framework and the framework that u use for your research would be conceptual framework. U can directly take variables from existing theories for your research or explore the constructs or variables from items through analysis by data

To find relevant theories and models, I suggest reviewing articles in top journals such as the "Journal of Travel & Tourism Marketing," "Tourism Management," "Journal of Destination Marketing & Management." , "Technology in Society". These publications often explore the cutting edge of technology use in tourism and could provide comprehensive insights into applicable theories.