Is Augmented Reality Right for Destination Marketing?
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Augmented reality (AR), like that used in Pokemon Go, has a lot to offer and can be an incredibly useful tool in destination marketing, but is it as lucrative as it seems?
“Although more and more destinations and attractions are incorporating the AR technology into the overall visiting experience, it is unclear yet whether this approach really increases the attractiveness of the place and brings more visitors,” writes Shangzhi Charles Qiu in Hospitality Net.
Technology in this area is constantly advancing and is visually stunning but few studies have been done to show its return on investment.
“There is a trend to combine virtual games with touristic places to offer the AR entertainment experience at tourism destinations. However, before investing in creating the AR entertainment, it is important to know whether AR entertainment opportunity at the destination can increase potential visitor's interest in the destination,” warns Qiu.
A lot of factors play into whether a visitor will find a destination attractive or not through AR technology. One of the keys is potential.
“A recent study of Chung, et al. (2015) showed how AR technology influences tourists' intention to visit the destination and its attractions. They identified that if the tourist perceives that AR application can make the tour experience more interesting or funnier, the tourist will form a more positive attitude toward using the AR application at the destination, and in turn a higher intention of visiting the destination,” Qiu.
AR can be extremely useful but knowing how to use it effectively will ultimately tell whether or not it’s a successful marketing tool. Learn more on its impact in travel here.
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