The Application of Augmented Reality (AR) Technology in Turistic Marketing
“The Application of Augmented Reality (AR) Technology in Turistic Marketing” by Ana Barini, Student of MA Marketing
The augmented reality (AR) can be defined as a system that adds computer-generated virtual objects to the real world, using or not some technological device. According to experts, it will be accessible and available to most companies in the next few years. It’s a technology that has not been explored so far but has all the potential to become essential in the future, both in tourism as in other fields. The use of an application that uses augmented reality, will allow a better touristic experience for consumers through their smartphones, whether iOS or Android system, being considered a differential for the tourism agency and creating a competitive advantage. The main goal is to see if companies are adopting this technology in an innovative and surprising way. Through research, it was found that Walt Disney World has already conducted studies in this sector. Just like “Pokemon Go”, the “Louvre Museum” in Paris and the “Casa Batló” in Spain, it is already possible to experience interactive experiences with augmented reality.
However, there were some difficulties and areas that need improvement, for instance, the development of new technologies that are compatible with augmented reality and accessible to consumers. Today, there are some mobile devices (smartphones) that are compatible with the augmented reality technology, but these are still more expensive. Another point to consider is the fact that no research and information was found in relation to concrete expenditures to implement this new technology.
Thus, through this research, it was possible to verify the use of augmented reality is a factor to be developed in the next few years and there might be changes in the way we know it today. However, we can argue that it will be profitable and important for the tourism industry.
Ana Barini – Student of MA Marketing
London School of Design and Marketing