Augmented Reality as an Emerging Application in Tourism Marketing Education

Augmented Reality as an Emerging Application in Tourism Marketing Education

Azizul Hassan (Cardiff Metropolitan University, UK) and Timothy Jung (Manchester Metropolitan University, UK)
DOI: 10.4018/978-1-5225-5469-1.ch080
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Augmented Reality (AR) as an advanced format of Virtual Reality (VR) becomes widely available in numerous appliances, mainly in mobile devices like Smartphones or wearable devices. As the prospective benefits of this technology are said to be immense, tourism marketing education is believed to experience a comprehensive application of AR in coming years. At present, AR technologies are in use in many academic disciplines including medicine, geography, information technology, computer aided entertainment and many more. Out of all of the recently developed technological advancements, those can be termed as ‘Innovations', augmented reality can be considered as a key innovation. As coined, due to easier operational capacities, AR is becoming more popular and better fitting in tourism marketing education systems. This chapter outlines the use of AR, termed as an ‘Innovation' as per the ‘Diffusion of Innovations' theory of Rogers (1962), to meet tourism marketing education demands. The chapter critically examines relevant cross-country cases to support the arguments made above.
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AR has the potential to incorporate all human senses (sight, sound, taste, smell, touch) into a technological experience (Abernathy & Clark, 2007). AR applications are accelerated mainly by the latest developments in mobile computing, computer graphics, wire-less and sensor technologies. These advances influence and enhance human experiences through providing real time information displays and reviews (Suh, Shin, Woo, Dow, & MacIntyre, 2011). Gartner (2014) expects that, on the basis of continual technological advancements, the general public will be highly accepting the AR technologies. Still, the use of AR application as a tourism marketing tool is developing and may seem futuristic to some individuals (Shen, Ong, & Nee, 2011; Seo, Kim, & Park, 2011). However, AR applications can appear as marketing tools where these are still subject of exploration, where, touristic demand for information source is common (Yovcheva, Buhalis, & Gatzidis, 2012).

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