ABSTRACT
PurposeVirtual and augmented reality solutions in medicine are generally applied in communication, training, simulation and therapy. However, like most new digital developments, these technologies face a large number of institutional barriers that are inherent to the medical sector.Design/methodology/approachFollowing Richard Scott's view on institutions and organizations, a multiple case study is used to analyze regulatory, normative and cultural-cognitive institutional pillars in the medical industry.FindingsThe results of the study demonstrate that (1) the regulatory pillar inhibits the advancement of new technologies in the approach to treatment, regulation of patient data, educational processes for medical staff, and information and financial flows;(2) the number of barriers increases based on the solution's level of disruption and the number of variable conventional procedures;(3) trust between participants in the medical industry plays an important role in introducing new technologies;(4) new participants need to address certain pillars depending on the area of application.Originality/valueThe authors discuss top-down and bottom-up approaches for overcoming institutional barriers when implementing augmented and virtual reality solutions for companies focusing on the medical market.
ABSTRACT
The COVID-19 pandemic devastated substantial portions of the tourism industry; the cruise industry particularly suffered from negative publicity as the virus spread rapidly on cruise ships. The pandemic is a disaster that the industry has been forced to adapt to. This study illustrates, through a mixed-methods research design, what factors cruiseferry operators considered in their responses to the pandemic, whether the implemented countermeasures increased their customers' sense of security, and what countermeasures customers would agree to follow before boarding a ship. The study thereby provides insights into which countermeasures are likely to decrease customers' perceived health risks and which they are ready to accept or not on cruises during pandemics.