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The Role of Augmented Reality in Destination Branding

Author

Listed:
  • Assumpció Huertas

    (Rovira i Virgili University, Communication Studies Department, Tarragona, Spain)

  • Jan Gonzalo

    (Rovira i Virgili University, Communication Studies Department, Tarragona, Spain)

Abstract

Purpose – The goals of this study are to find out which factors contribute to AR applications generating satisfactory tourism experiences; analyze the impact of AR on destination brand communication; and examine whether the act of communicating the destination brand also increases satisfactory tourist experiences. Design – The research is based on a case study of an AR application that belongs to the city of Tarragona (Spain) that reproduces its main monuments dating from the Roman era. Methodology – The study includes one survey conducted on 150 participants (75 tourists, 75 residents) and 15 in-depth interviews with respondents who used the Imageen application. Approach – The analysis provides detailed information on the users’ experiences and opinions, highlighting the different variables that provide the most satisfactory tourist experiences. Findings – The study shows that the AR application creates highly satisfactory tourism experiences, although not extraordinary. The main contribution of this study has been to demonstrate that the AR application has the potential to communicate the destination brand. Originality of the research – This study provides knowledge on the AR role in constructing a destination brand and its relationship with the tourism experience. Particularly, the findings of this paper have significant implications for DMOs and their marketing and communication strategies.

Suggested Citation

  • Assumpció Huertas & Jan Gonzalo, 2020. "The Role of Augmented Reality in Destination Branding," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 26(2), pages 419-436, December.
    • Handle: RePEc:tho:journl:v:26:y:2020:n:2:p:419-436
    DOI: https://doi.org/10.20867/thm.26.2.8
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    References listed on IDEAS

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    1. Rodolfo Baggio & Chris Cooper, 2009. "Knowledge transfer in a tourism destination: the effects of a network structure," The Service Industries Journal, Taylor & Francis Journals, vol. 30(10), pages 1757-1771, November.
    2. Mohammed Jabreel & Assumpció Huertas & Antonio Moreno, 2018. "Semantic analysis and the evolution towards participative branding: Do locals communicate the same destination brand values as DMOs?," PLOS ONE, Public Library of Science, vol. 13(11), pages 1-29, November.
    3. Llodrà-Riera, Isabel & Martínez-Ruiz, María Pilar & Jiménez-Zarco, Ana Isabel & Izquierdo-Yusta, Alicia, 2015. "A multidimensional analysis of the information sources construct and its relevance for destination image formation," Tourism Management, Elsevier, vol. 48(C), pages 319-328.
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    Cited by:

    1. Teresa Borges-Tiago & Sandra Silva & Sónia Avelar & João Pedro Couto & Luíz Mendes-Filho & Flávio Tiago, 2021. "Tourism and COVID-19: The Show Must Go On," Sustainability, MDPI, vol. 13(22), pages 1-19, November.

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    More about this item

    Keywords

    augmented reality; destination image; brand communication; experience; presence;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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