An Empirical Study of Augmented Reality (AR) Technologies Used for Tourism Marketing and Improved Travel Experience

Abstract

Augmented reality (AR) is fast becoming one of the staples of modern communication, and the tourism industry is potentially one of the most important beneficiaries of this new type of information technology. Its intrinsic characteristics make it very well adapted to mediate and improve the experience of tourists during their visit to various types of destination and attractions. Augmented reality technologies have the potential to help tourism providers promote destinations in more compelling and immersive ways. Our article identifies and discusses various opportunities to use augmented reality in tourism, reviewed the relevant published literature for current AR applications that can be used for tourism marketing, and highlighted research gaps.

Keywords

• augmented reality
• tourism industry
• tourism marketing