Edited by Dallen J. Timothy
Chapter 20: Tourism and augmented reality: trends, implications, and future directions
Information communication technologies (ICTs) have long influenced the way tourism products and services are distributed, designed and provided. More recently, augmented reality (AR) emerged as a promising technology for the enhancement of the tourism experience. The overlay of digital content onto tourists’ real worldview has proven to be a powerful tool for the marketing and delivery of products and services. However, it needs to be clear that any kind of technology design and implementation requires in-depth consideration of the consumer experience and the benefit it will provide. This perspective puts the purpose of technology such as AR in the core of the development rather than focusing on the functional elements that emerging technologies can provide. This chapter aims to discuss AR trends, experiences, value co-creation, challenges and future research directions within the tourism context.
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