Technology is an integral component of the tourist industry; facilitating business in everyday tasks, as well as enhancing tourist experiences. VR and AR have been the subject of much interest as they are a new technology which can, in theory, bring radical transformation to the tourism sector. Therefore, virtual and augmented tourism has developed as a modern and controversial topic, choosing varied discourses. This research utilized review papers, articles and book chapters to investigate research areas and emphasize an updated perspective into the present situation concerning research on online and smart tourism. The paper examined article count in annual cycle, high referenced articles, researchers and nations, co word occurrence analysis, tree map analysis, three field plot and results obtained. The research findings provide general understanding towards current literature on consumer innovativeness and suggest future research areas.