Virtual Reality (VR) and Augmented Reality (AR) Technologies for Accessibility and Marketing in the Tourism Industry

2021 ◽  
pp. 277-301
Author(s):  
Meltem Altinay Ozdemir
Keyword(s):  
Virtual Reality ◽  
Augmented Reality ◽  
Product Development ◽  
Exploratory Study ◽  
Tourism Industry ◽  
Tourism Marketing ◽  
Secure Environment ◽  
Knowledge Enrichment ◽  
Brand Promotion

The study investigated the roles of virtual reality (VR) and augmented reality (AR) for accessibility and marketing in tourism. Literature is reviewed in this exploratory study and examples of VR and AR for accessibility and marketing in the tourism industry are presented. The review was conducted with two perspectives: accessibility role and marketing role of VR and AR technologies in the tourism industry. As a result of reviewing, these technologies have both strengths and weaknesses for accessibility in tourism. VR has both strengths such as a secure environment, alternative access, and weaknesses such as user neglect, high cost. Similarly, AR has both strengths such as knowledge enrichment, enhancement of experience, and weaknesses such as high cost, lack of security. The high cost of both technologies restricts accessibility and marketing. Also, VR and AR have benefits as reducing strategy costs, attracting tourists with gamification strategies, ease of brand promotion, building brand loyalty, collecting data, and customized product development in tourism marketing.

Advantages of Augmented Reality, Virtual Reality, QR Code, Near Field Communication, Geo-Tagging, Geo-Fencing, and Geo-Targeting for Marketing Tourism

2019 ◽  
pp. 94-113
Author(s):  
Evrim Çeltek
Keyword(s):  
Virtual Reality ◽  
Augmented Reality ◽  
Near Field ◽  
Tourism Industry ◽  
Smart Devices ◽  
Near Field Communication ◽  
Qr Code ◽  
City Marketing ◽  
Tourism Marketing ◽  
Smart Technologies

The developing number of applications available through smart devices provides an increasing diversity of tourism marketing, destination and city marketing, tourism business marketing, and advertising. In the last decade, marketers have developed more creative practices to attract consumers. These new marketing tools are augmented reality, virtual reality, QR code, near field communication (NFC), geo-tagging, geo-fencing, and geo-targeting applications with the smart technologies, which are considered as a new marketing communication instruments these increase awareness and help get information about tourist and give information to the tourist. This chapter presents the profile of smart marketing applications and their marketing benefits in tourism industry. More specifically, this chapter aimed to achieve the following research objectives: to determine the potentials of the augmented reality, virtual reality, QR code, near field communication (NFC), geo-tagging, geo-fencing, and geo-targeting applications in the tourism industry.

Consuming “Innovation” in Tourism

2017 ◽  
pp. 215-232
Author(s):  
Azizul Hassan ◽  
Roya Rahimi
Keyword(s):  
Virtual Reality ◽  
Augmented Reality ◽  
Technological Innovation ◽  
Diffusion Of Innovations ◽  
Analytical Approach ◽  
Advanced Stage ◽  
Relevant Theory ◽  
Tourism Marketing ◽  
Tourism Product ◽  
Application Analysis

Upon understanding definition, features, application analysis of innovation and relevant theory of the Diffusion of Innovations, this study suggests Augmented Reality (AR) as a technological innovation. AR is an advanced stage of virtual reality that merges reality with computer simulated imageries in the real environment. This chapter synthesizes AR as an emerging and potential technology of digital tourism marketing and management. The aim of this analytical approach based chapter is to understand innovation from tourism product or services consumption perspective. Relevant evidences are also included on lenses of marketing, digitalization and innovation consumption. Results outline that, technology consumption is gradually reshaping and getting supported by the availability and accessibility of electronic formats as AR as a technological innovation. This symbolizes that the consumption of technological innovation as AR offers freedom to select, purchase and recommend in relation to the theory of Diffusion of Innovations by Rogers (1962).

Mixed Realities as the New Reality in Tourism

2021 ◽  
pp. 197-220
Author(s):  
Maria Francisca Casado-Claro ◽  
Marina Mattera
Keyword(s):  
Virtual Reality ◽  
Augmented Reality ◽  
Mixed Reality ◽  
Tourism Industry ◽  
Visitor Experience ◽  
New Normal ◽  
Physical Presence ◽  
Travel Restrictions ◽  
New Type

This chapter proposes a comprehensive approach to understand not only how augmented reality and virtual reality operate within the tourism industry, but also how mixed reality can contribute to enhance the visitor experience and how tourism organizations can move beyond traditional communication and physical experiences into a new type of tourism approach that helps them stay relevant in the long term, as well as in the mid-term. Since the tourism industry is amongst the most affected by the COVID-19 pandemic, changes are essential to ensure an adequate adaptation to the ‘new normal'. Technology enables various tourist organizations to generate greater value creation and opens possibilities to be able to extend the visit beyond physical presence, to ensure the safety of workers and visitors, to improve processes, and to make them more competitive overall. If this is carried out in collaboration with all stakeholders, one destination can generate a solid network to promote itself and become competitive during travel restrictions and in preparation for a post-pandemic new normal.

Augmented Reality Advertisements in Tourism Marketing

2015 ◽  
pp. 125-146
Author(s):  
Evrim Celtek
Keyword(s):  
Augmented Reality ◽  
Mobile Applications ◽  
Smart Phone ◽  
Tourism Industry ◽  
Smart Phones ◽  
Customer Engagement ◽  
Tourism Marketing ◽  
Digital World ◽  
History Of ◽  
Marketing Tool

The rapid growth in the use of smart phones and respective mobile applications has created new ways for the tourism industry to market the services to customers. The growing use of smart phones is driving the mobile applications market to be one of the fastest growing media outlets in the history of consumer technology. Augmented reality, or AR, has become one of the new advertising and marketing tool. Many brands use AR to attract customers and to increase customer engagement. AR allows smart phone and tablet computer users to point their phone or tablet cameras at certain objects—be they print advertisement or even coffee cups—that trigger a 3D video. Augmented reality gives businesses opportunity to unexpectedly integrate the digital world with the real world. This chapter presents the profile of AR applications and AR advertisements in the tourism industry.

Progress and Development of Virtual Reality and Augmented Reality Technologies in Tourism

2020 ◽  
pp. 1-23
Author(s):  
Evrim Çeltek
Keyword(s):  
Virtual Reality ◽  
Augmented Reality ◽  
Research Methods ◽  
Smart Devices ◽  
Marketing Communication ◽  
Tourism Research ◽  
Tourism Marketing ◽  
Hospitality And Tourism ◽  
Smart Technologies

Progress and development of tourism technologies and applications available through smart devices provide an increasing diversity in tourism marketing. Augmented reality, virtual reality applications with the smart technologies, which are considered as new marketing communication instruments, increase awareness and help in terms of getting information about tourists and giving information to the tourist. Thus, this chapter provides an assessment regarding the progress of AR and VR researches published in hospitality and tourism journals. In particular, the chapter determines the current fields, topics, and research methods of AR and VR articles published in 32 hospitality and tourism research journals between 2000-2018, comparing the subjects and research methods of 32 journals and discussing the changes in topic areas throughout the years, to offer suggestions for further research on AR and VR for hospitality and tourism journals.

Role of Emotions in Interactive Museums

2020 ◽  
pp. 174-193
Author(s):  
Giuliana Guazzaroni
Keyword(s):  
Artificial Intelligence ◽  
Virtual Reality ◽  
Augmented Reality ◽  
Emotional Experience ◽  
Digital Technologies ◽  
Educational Institutions ◽  
Art Galleries ◽  
Emotional Change ◽  
The Relationship

Virtual reality (VR), augmented reality (AR), and artificial intelligence (AI) are increasingly being used by educational institutions and museums worldwide. Visitors of museums and art galleries may live different layers of reality while enjoying works of art augmented with immersive VR. Research points out that this possibility may strongly affect human emotions. Digital technologies may allow forms of hybridization between flesh and technological objects within virtual or real spaces. They are interactive processes that may contribute to the redefinition of the relationship between identity and technology, between technology and body (Mainardi, 2013). Interactive museums and art galleries are real environments amplified, through information systems, which allow a shift between reality, and electronically manipulated immersive experiences. VR is emotionally engaging and a VR scenario may enhance emotional experience (Diemer et al., 2015) or induce an emotional change (Wu et al., 2016). The main purpose of this chapter is to verify how art and VR affect emotions.

scholarly journals Revisiting Milgram and Kishino's Reality-Virtuality Continuum

2021 ◽  
Vol 2 ◽  
Author(s):  
Richard Skarbez ◽  
Missie Smith ◽  
Mary C. Whitton
Keyword(s):  
Virtual Reality ◽  
Augmented Reality ◽  
Mixed Reality ◽  
Visual Display ◽  
Three Dimensions ◽  
World Knowledge ◽  
3D Space ◽  
Display Technology ◽  
Virtual And Augmented Reality

Since its introduction in 1994, Milgram and Kishino's reality-virtuality (RV) continuum has been used to frame virtual and augmented reality research and development. While originally, the RV continuum and the three dimensions of the supporting taxonomy (extent of world knowledge, reproduction fidelity, and extent of presence metaphor) were intended to characterize the capabilities of visual display technology, researchers have embraced the RV continuum while largely ignoring the taxonomy. Considering the leaps in technology made over the last 25 years, revisiting the RV continuum and taxonomy is timely. In reexamining Milgram and Kishino's ideas, we realized, first, that the RV continuum is actually discontinuous; perfect virtual reality cannot be reached. Secondly, mixed reality is broader than previously believed, and, in fact, encompasses conventional virtual reality experiences. Finally, our revised taxonomy adds coherence, accounting for the role of users, which is critical to assessing modern mixed reality experiences. The 3D space created by our taxonomy incorporates familiar constructs such as presence and immersion, and also proposes new constructs that may be important as mixed reality technology matures.

scholarly journals Animation in the Core of Dystopia: Ari Folman’s The Congress

Animation ◽  
2019 ◽  
Vol 14 (3) ◽  
pp. 222-234
Author(s):  
María Lorenzo Hernández
Keyword(s):  
Virtual Reality ◽  
Augmented Reality ◽  
Production System ◽  
Film Industry ◽  
The Novel ◽  
Star System ◽  
The Core ◽  
Human Thought ◽  
Changing Role

Ari Folman’s The Congress (2013) borrows freely from Stanisław Lem’s dystopian view in his Sci-fi novel The Futurological Congress (1971) to propose the gradual dissolution of the human into an artificial form, which is animation. By moving the action of the novel from a hypothetical future to contemporary Hollywood, Ari Folman gives CGI animation the role of catalyst for changes not only in the production system, but for human thought and, therefore, for society. This way, the film ponders the changing role of performers at the time of their digitalization, as well as on the progressive dematerialization of the film industry, considering a dystopian future where simulation fatally displaces reality, which invites relating The Congress with Jean Baudrillard’s and Alan Cholodenko’s theses on how animating technologies have resulted in the culture of erasing. Moreover, this article highlights how Lem’s metaphor of the manipulation of information in the Soviet era is transformed in the second part of The Congress into a vision of cinema as a collective addiction, relating it to Alexander Dovzhenko’s and Edgar Morin’s speculative theories of total film – which come close to the potentialities of today’s Virtual Reality and Augmented Reality. In addition, although The Congress is a disturbing view of film industry and animating technologies, its vision of film is nostalgically retro as it vindicates an entire tradition of Golden Age animation that transformed the star system into cartoons, suggesting the fictionalization of their lives and establishing a postmodern continuum between animation and film.

The Role of Marketing Strategies in the Tourism Industry

2015 ◽  
pp. 174-194 ◽  
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Consumer Behavior ◽  
Brand Management ◽  
Tourism Industry ◽  
Marketing Strategies ◽  
Strategic Marketing ◽  
Tourism Marketing ◽  
Marketing Performance ◽  
Business Goals ◽  
Oriented Approach

This chapter introduces the role of marketing strategies in the tourism industry, thus explaining the application overview of marketing strategies in the tourism industry in terms of the consumer-oriented approach, the competitor-oriented approach, and the trade-oriented approach; the characteristics of consumer behavior in the tourism industry; brand management in the tourism industry; and strategic marketing in the tourism industry. This chapter has explained a wide variety of marketing strategies and an interdisciplinary perspective of tourism marketing that encompasses the academic and practical areas to effectively understand the concept of tourism marketing. Tourism marketing keeps up with the dynamic evolutions and the demands of tourism industry in relation to the diversity of tourism marketing in modern organizations. Applying the marketing strategies will significantly enhance marketing performance and achieve business goals in the tourism industry.

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