While extensive research has explored the internet's role in internationalization, there is limited understanding of how augmented reality (AR) and virtual reality (VR) contribute. Our objective is to address and fill this gap by investigating the roles of AR and VR in international expansion of services and cultural products. The paper addresses facilitators and barriers for the use of these technologies in international business. It argues that advancements in information and communication technologies have played a pivotal role in fostering the integration of AR and VR into global business operations. The study examines the role of these technologies in inward internationalization, particularly in the tourism sector The article also delves into the disintermediation effects of AR and VR compared to Internet-based platforms, emphasizing their potential to outperform traditional e-commerce websites. Additionally, the research explores how AR and VR stimulate the internationalization of cultural products, such as concerts and visual art, overcoming geographical constraints. AR and VR technologies are currently in use by a variety of entities, including national tourism authorities, destination management organizations (DMOs), and service providers in the travel and hospitality industries, such as airlines and hotels. They are also employed by producers of cultural products, such as concerts and visual art. The ongoing advancements in these technologies are expected to broaden their existing applications.

中文翻译：

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虚拟和增强现实如何促进国际业务？

虽然大量研究探讨了互联网在国际化中的作用，但对增强现实 (AR) 和虚拟现实 (VR) 如何发挥作用的了解有限。我们的目标是通过研究 AR 和 VR 在服务和文化产品国际扩张中的作用来解决和填补这一空白。本文探讨了在国际商务中使用这些技术的促进因素和障碍。报告认为，信息和通信技术的进步在促进 AR 和 VR 融入全球商业运营方面发挥了关键作用。该研究探讨了这些技术在内向国际化中的作用，特别是在旅游业中。文章还深入研究了 AR 和 VR 与基于互联网的平台相比的脱媒效应，强调了它们超越传统电子商务网站的潜力。此外，该研究还探讨了 AR 和 VR 如何克服地理限制，刺激音乐会和视觉艺术等文化产品的国际化。AR 和 VR 技术目前已被各种实体使用，包括国家旅游局、目的地管理组织 (DMO) 以及旅游和酒店行业的服务提供商（例如航空公司和酒店）。他们还受雇于音乐会和视觉艺术等文化产品的生产者。这些技术的不断进步预计将扩大其现有的应用。