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Exploring the value of augmented reality for tourism
2020, Tourism Management Perspectives
Augmented reality (AR) is increasingly used as a marketing, information and experience channel within the tourism industry. However, little is known with regards to the actual value of AR for the tourism industry, with most research still in its infancy. Therefore, the aim of this paper is to explore the perceived value of AR for the tourism industry from the perspective of tourism experts. Using a qualitative and exploratory approach, this study conducted fifteen interviews with tourism experts in order to explore tourism specific AR value dimensions. Interviews were analysed using thematic analysis. This study revealed five value dimensions including marketing, economic, tourist, epistemic and organisational. Commonalities and differences between different perspectives are discussed. These findings provide important implications for strategy development, AR implementation , and tourist experience design.
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The aim of this study is to reveal how augmented reality (AR) applications affect the preferences of potential tourists before purchase. In this respect, 30 volunteer participants were interviewed between February 1 and February 22, 2022. The obtained data were analyzed with the MAXQDA 2022 package program. According to the findings obtained from the research, it was observed that the sample group had basic information about augmented reality applications. It has been concluded that using of AR applications in tourism can positively or negatively affect the potential tourists' opinions making touristic purchase plan.
AUGMENTED REALITY APPLICATIONS IN TOURISM
This study aims to examine the use of the application in tourism field on the question of what augmented reality applications mean, which is one of the endpoints of technology for tourism. With the study of in-depth literature, firstly augmented reality has been determined, and the changes and developments it has undergone throughout the history have been examined. Then, its areas of use and the types have been examined. Today, it is thought that the augmented reality, being the newest dimension of technology and seems it is almost impossible not to use in the area of tourism will provide a huge amount of marketing convenience and competitive advantages. In this article, twelve case studies on the application used in many fields of tourism such as transportation, accommodation, food & beverage and museums, have been analyzed. As a result of these analyses, it is seen that augmented reality applications, which are used in this field increasingly, provide a great marketing convenience to businesses and destinations. Augmented reality applications, playing a major role in the travels of tourists, make consumers feel safer while making the travels easier. It is thought that all businesses that want to capture market progress in the coming years and aim to provide competitive advantage by making a difference in influencing tourists will intensively use augmented reality applications.
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In the world of tourism, marketing is a key tool to introduce places to the public, get them to travel there, or encourage them to stay in a particular hotel. The forms of marketing have substantially changed during the past few decades due to technological advancements. E-Marketing, a recent product of this evolution, has revolutionized the world of marketing and had a positive impact on he hospitality and tourism industries in terms of customer satisfaction and revenue generation. This paper describes how augmented reality is redefining e-Marketing based on its unique features and capabilities in the context of the tourism and hospitality industry. In addition, several successful applications integrate augmented reality into the hotel and tourism industries. KeywordsAugmented Reality, Marketing, Mobile Technology, Virtual Environment, Tourism.
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The use of information boards tends to be regulated in many heritage sites to preserve these cultural heritage places. Although augmented reality (AR) has become a major approach for reducing negative experiences due to restrictions, limited studies have been conducted to understand the effect of AR experiential value on destination-related behavior. Accordingly, the current work aims to investigate how the multidimensional components of AR experiential value (i.e., visual appeal, entertainment, enjoyment, and escapism) affect supportive behavior through AR satisfaction and experiential authenticity. Partial least squares structural equation modeling is performed to test the relationships. Results show that visual appeal, entertainment, and enjoyment exert significant positive effects on destination authenticity and AR satisfaction, ultimately increasing the supportive behavior of an individual. By contrast, escapism does not exhibit a substantial influence on experiential authentic...
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After designing and implementing several iterations of augmented reality(AR) in tourism, this paper takes a deep look into design principles and implementation strategies of using AR at destination tourism settings. The study looks to define augmented tourism from past implementations as well as several cases uses designed and implemented for tourism. The discussion leads to formation of frameworks and best practices for AR as well as virtual reality(VR) to be used in tourism settings. Some main affordances include guest autonomy, customized experiences, visitor data collection and increased electronic word-of-mouth generation for promotion purposes. Some challenges found include the need for high levels of technology infrastructure, low adoption rates or 'buy-in' rates, high levels of calibration and customization, and the need for maintenance and support services. Some suggestions are given as to how to leverage the affordances and meet the challenges to implementing AR for tourism.
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PDF | On Dec 30, 2019, Emrah ÖZKUL and others published Augmented Reality Applications in Tourism | Find, read and cite all the research you need on ResearchGate
reach places or historically forgotten places.25 % of studies showed that. augmented reality technology h as a positive and effective role in preserving and. documenting cultural and historical ...
The application of augmented reality in tourism is flourishing and promising, bringing an emerging body of studies. While virtual reality might be a virtual threat to the travel and tourism as being a potential substitute, augmented reality allows users to interact with the real environment that could potentially enhance visitors' experience.
Abstract. Augmented reality technologies that have become widespread in the tourism sector are also among. the innovations that have increased in recent years. Augmented reality is technolo gies ...
augmented reality allows users to interact with the real environment that could potentially enhance visitors' experience. Distinguishing from reviews that combine studies of augmented reality and virtual reality, this study systematically investigates the current state of augmented reality research exclusively in the tourism literature.
ity and virtual reality, and gives an overview of related work.The Augmented Reality in Tourism section provides a comprehensive literature overview of research, technology and application developments in the. ontext of utilizing the augmented technology in tourism domain.The Overview of Key Factors section identifies and elaborates those key ...
Augmented reality (AR) is increasingly used as a marketing, information and experience channel within the tourism industry. However, little is known with regards to the actual value of AR for the tourism industry, with most research still in its infancy. Therefore, the aim of this paper is to explore the perceived value of AR for the tourism ...
2005). Utilization of augmented reality in tourism context proved to be a promising path in several existing papers. Some research on augmented reality in tourism context is focused on usability aspects and cognitive issues (Swan, J.E. and Gabbard, J.L., 2005), but there is also research targeted towards expected user experiences from using
Augmented reality (AR) is increasingly used as a marketing, information and experience channel within the tourism industry. However, little is known with regards to the actual value of AR for the tourism industry, with most research still in its infancy. Therefore, the aim of this paper is to explore the perceived value of AR for the tourism ...
If researchers examine the augmented reality-tourism relationship, it would be useful to examine these authors' studies. Figure 7. The Fields and Purposes where Augmented Reality Technologies are Most Used (Top 9) Forty-two different uses and purposes of augmented reality technologies in tourism have been identified.
An overview of both research and application aspects of using augmented reality technologies in tourism domain is presented, with the identification, compilation and categorization of the key factors having the most relevant impact on the success of utilization of augmented technology in tourismdomain. Augmented reality is a complex interdisciplinary field utilizing IT technologies in diverse ...
The same authors argue that the end-user point of view has been neglected when developing augmented reality applications for tourism context, and therefore their research aims "to 160 Augmented reality in tourism - research and applications overview identify and analyse tourist requirements to implement Augmented Reality technology in Urban ...
applications outlining tourism-related domain-specific design challenges. This study is part of an ongoing research project aiming at developing a better understanding of the design space for smartphone context-aware AR applications for tourists. Keywords: Augmented Reality, eTourism, smartphone, mobile . 1 Introduction
Augmented reality is a complex interdisciplinary field utilizing information technologies in diverse areas such as medicine, education, architecture, industry, tourism and others, augmenting the ...
This paper describes preparation, design, implementation and execution of prototype touristic application based on Augmented Reality (AR) technology that enables overlapping old photos with current view and several significant implications for AR Tourism research and practice are revealed. Abstract. Modern technology is becoming a necessity of many destinations to stay competitive and ...
g recent Augmented and Virtual Reality developments in TourismAbstractPurposeVirtual Reality (VR) and Augmented Rea. ity (AR) are two technological breakthroughs that stimulate reality perceptio. . Both have been applied in tourism contexts to improve tourists' experience. This study aims to frame bot. the last 15 years from a scientific ...
Yet, tourism faces many challenges today, including marketing and competitiveness. The concept of augmented reality (AR) is the use of computer-generated images to augment the experience of a real-world environment. Augmented reality permits II- AUGMENTED REALITY Augmented Reality (AR) is one of these coming advances.
Computer, Augmented Reality, Mobile App, Panoramic, Tourism Experience, Surigao del Sur Philippines INTRODUCTION Augmented Reality (AR) is a type of interactive, reality-based display environment that takes the capabilities of computer-generated display, text, and effects to enhance the user's real-world experience. AR has great
The use of augmented reality technologies in tourism businesses from the perspective of UTAUT2. It has been determined that augmented reality is a useful and informative technological tool for tourists, it can help sales, promotion and marketing activities, and its usability potency in accommodation businesses is high.
Tourists' experiences can be enhanced by Augmented Reality (AR) that merges the virtual and real worlds through the application of mobile phones or tablets. Past scholars have recommended the ...
Augmented reality (AR) is increasingly used as a marketing, information and experience channel within the tourism industry. However, little is known with regards to the actual value of AR for the tourism industry, with most research still in its infancy. Therefore, the aim of this paper is to explore the perceived value of AR for the tourism ...
This study investigates how tourist presence influences word-of-mouth (WOM) and measures whether authenticity significantly mediates presence and WOM in the Augmented Reality (AR) museum tourism experience. The survey data was collected from the AR-presented Palace Museum in China.
Al Najdi, S.M. (2022). The effectiveness of using augmented reality (AR) to enhance student performance: Using quick response (QR) codes in student textbook in the Saudi education system. Educational Technology Research Development, 70(3), 1105-1124.
Abstract. Augmented reality (AR) is increasingly used as a marketing, information and experience channel within the tourism industry. However, little is known with regards to the actual value of ...
Augmented reality technologies in tourism research have been evaluated as beneficial in many areas. The positive benefit of augmented reality technologies to visit intent has been discovered in ...