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Tourism Marketers Perspectives on Enriching Visitors City Experience with Augmented Reality: An Exploratory Study

In: Augmented Reality and Virtual Reality

Author

Listed:
  • Natasha Moorhouse

    (Manchester Metropolitan University)

  • Timothy Jung

    (Manchester Metropolitan University)

  • M. Claudia tom Dieck

    (Manchester Metropolitan University)

Abstract

The purpose of this exploratory study is to provide initial insights into tourism marketers’ perspectives on and intention to adopt Augmented Reality (AR) to enhance the visitor experience in urban tourism destinations. Interviews were conducted with seven participants from four Destination Marketing Organisations (DMOs) in three urban tourism destinations in the UK. Using thematic analysis, the results were mapped to the Technology, Organisation, and Environment (TOE) framework. Three sub-themes were identified in accordance to each component of the framework, totalling nine themes overall. The findings highlighted four perceived opportunities of tourism marketers AR adoption including three technological factors: valuable visitor experiences, visitor satisfaction, and increased social media presence, and one environment factors: positive destination image. Further, the perceived challenges included three organisation factors: resource limitation, perceived financial cost, and return on investment, and two environment factors: visitor adoption and external concerns. Theoretical contributions, practical implications, and recommendations for further research and action are presented.

Suggested Citation

  • Natasha Moorhouse & Timothy Jung & M. Claudia tom Dieck, 2019. "Tourism Marketers Perspectives on Enriching Visitors City Experience with Augmented Reality: An Exploratory Study," Progress in IS, in: M. Claudia tom Dieck & Timothy Jung (ed.), Augmented Reality and Virtual Reality, pages 129-144, Springer.
    • Handle: RePEc:spr:prochp:978-3-030-06246-0_10
    DOI: 10.1007/978-3-030-06246-0_10
    as

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