What is Marketing Communication

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.