Augmented Reality for Tourism Service Promotion in Iran as an Emerging Market

Augmented Reality for Tourism Service Promotion in Iran as an Emerging Market

Neda Shabani (University of South Florida Sarasota-Manatee, USA) and Azizul Hassan (Cardiff Metropolitan University, UK)
DOI: 10.4018/978-1-5225-2206-5.ch005
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Recently tourism service industry is becoming one of the fastest growing industries in the world that has a positive impact on global economy. Tourism service industry growth in some emerging markets such as Iran is faster due to the expansion of Iran's international relationships. This growth also positively affects tourism service demand. Augmented Reality (AR) is a relatively new technology that allows tourists to combine their experience with technology and place it in real life. It also helps tourism service providers to promote their services. This technology can attract more tourism service consumers by enhancing their experiences that leads to increased revenue. This conceptual chapter explains AR technology and its potential possibilities to promote tourism service market in Iran. Findings determines AR as a better accepted tool for tourism service industry promotion in Iran as an emerging economy as supported by the recent development of international relations.
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Augmented Reality (Ar)

Augmented Realty (AR) is very parallel to Virtual Reality (VR) technology and proximity exists between these two innovative technologies. Whereas, VR fully immerses user senses in a world that rather exists in the digital format, on the other hand AR pulls the current real world and projects digital imagery with sound into this. Both VR and AR can be grouped on the mediated reality range where a computer system updates the users’ reality perception against the real world. AR is rather an updated technology that combines reality with imagery supported by the heads up displays or the Global Positioning System (GPS). The heads-up displays are very often seen in few cars or aircrafts showing the users things like distance to an actual target and the user’s present speed or GPS position remain as the form of AR. In theory, AR is quite interactive, sophisticated and spatially conscious application of the idea where video or 3D models as digital objects are projected on the real view as they were present there. AR for the users comes with sensors as camera, components of computer and a display device for creating the illusion of virtual objects in the present world.

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