AUGMENTED AND VIRTUAL REALITY IN Tourism Industry – An Empirical Study

Abstract

ABSTRACT- Augmented reality is relatively new technology that allows mixing of virtual and real worlds to achieve a level of immersion that gives an amazing experience to viewer. In recent years, the fleeting development of augmented reality technology has fascinated people towards this highly dynamic area. This chapter focuses on the research and progress of augmented reality in recent years. Also, this chapter will throw light on the key technologies, development tools and application of augmented reality in some fields especially in the area of Social Media marketing of tourism. Furthermore, it needs to be designed to serve a specific purpose for the user, while multi-language functionality, ease of use and the capability to personalize the application are among the main requirements that need to be considered in order to attract tourists and encourage regular use. Augmented reality (AR) is fast becoming one of the staples of modern communication, and the tourism industry is potentially one of the most important beneficiaries of this new type of information technology. Its intrinsic characteristics make it very well adapted to mediate and improve the experience of tourists during their visit to various types of destination and attractions. Augmented reality technologies have the potential to help tourism providers promote destinations in more compelling and immersive ways. This article identifies and discusses various opportunities to use augmented reality in tourism, reviewed the relevant published literature for current AR applications that can be used for tourism marketing as well.