Ilkin Mehrabov
Researcher
Augmented reality and virtual reality applications in tourism and place branding: Opportunities and challenges.
Author
Summary, in English
This presentation explores the potential benefits of Augmented Reality (AR) and Virtual Reality (VR) applications for promoting tourism and place branding.
The presentation is framed within the context of place branding – which refers to the process of creating and managing a place’s image to attract tourists, investors, and residents (Moilanen & Rainisto, 2009) – and also draws upon experiential marketing concepts (Batat, 2021) – which emphasize the creation of immersive and memorable experiences for consumers, and the use of digital technologies, including, but not limited to smartphones, to enhance these experiences (Wang & Fesenmaier, 2013).
The presentation revolves around a literature review of academic articles, books, reports, and case studies related to AR, VR, tourism, and place branding. It also draws upon successful examples of AR and VR projects and initiatives used to promote tourism and place branding around the world.
The presentation argues that AR and VR technologies can provide unique opportunities for promoting tourism and place branding (Linaza et al., 2012). By creating immersive and interactive experiences, these technologies can enhance the attractiveness and competitiveness of a destination, differentiate it from competitors, and provide visitors with enjoyable and engaging activities – e.g., AR and VR applications can be used to showcase historical or cultural landmarks; explore local attractions; offer personalized recommendations and information to visitors; and even simulate a seamless travel experience itself.
At the same time, the presentation also acknowledges that there are challenges and limitations associated with these technologies – including, but not limited to, issues related to accessibility, affordability, and user interface/user experience (UI/UX). The examples of successful AR/VR projects clearly demonstrate that in order to overcome the shortcomings and drawbacks associated with these apps, destinations should closely collaborate with technology companies to develop user-centered applications that are inclusive and economical – and use data analytics to measure the impact and effectiveness of the initiatives (Neuhoferet al., 2014).
As such, the presentation highlights the need for a strategic, and holistic, approach – that takes into account the needs and preferences of different stakeholders (including visitors, residents, and local businesses) – to the use of AR and VR in place branding.
The presentation is framed within the context of place branding – which refers to the process of creating and managing a place’s image to attract tourists, investors, and residents (Moilanen & Rainisto, 2009) – and also draws upon experiential marketing concepts (Batat, 2021) – which emphasize the creation of immersive and memorable experiences for consumers, and the use of digital technologies, including, but not limited to smartphones, to enhance these experiences (Wang & Fesenmaier, 2013).
The presentation revolves around a literature review of academic articles, books, reports, and case studies related to AR, VR, tourism, and place branding. It also draws upon successful examples of AR and VR projects and initiatives used to promote tourism and place branding around the world.
The presentation argues that AR and VR technologies can provide unique opportunities for promoting tourism and place branding (Linaza et al., 2012). By creating immersive and interactive experiences, these technologies can enhance the attractiveness and competitiveness of a destination, differentiate it from competitors, and provide visitors with enjoyable and engaging activities – e.g., AR and VR applications can be used to showcase historical or cultural landmarks; explore local attractions; offer personalized recommendations and information to visitors; and even simulate a seamless travel experience itself.
At the same time, the presentation also acknowledges that there are challenges and limitations associated with these technologies – including, but not limited to, issues related to accessibility, affordability, and user interface/user experience (UI/UX). The examples of successful AR/VR projects clearly demonstrate that in order to overcome the shortcomings and drawbacks associated with these apps, destinations should closely collaborate with technology companies to develop user-centered applications that are inclusive and economical – and use data analytics to measure the impact and effectiveness of the initiatives (Neuhoferet al., 2014).
As such, the presentation highlights the need for a strategic, and holistic, approach – that takes into account the needs and preferences of different stakeholders (including visitors, residents, and local businesses) – to the use of AR and VR in place branding.
Department/s
- Department of Strategic Communication
Publishing year
2023-10-20
Language
English
Document type
Conference paper: abstract
Topic
- Social Sciences Interdisciplinary
Conference name
Annual Conference of the International Place Branding Association
Conference date
2023-10-18 - 2023-10-20
Conference place
Helsingborg, Sweden
Status
Unpublished