The City as a Service

This chapter explores the profound transformation that augmented reality (AR) is bringing to the tourism and hospitality industry, conceptualizing cities as dynamic service ecosystems. At a time when digital technologies are constantly redefining urban experiences, AR is emerging as a central tool that is reshaping tourist interactions in urban spaces. The chapter focuses on the potential of AR to enhance visitor engagement through immersive and personalized experiences that blend harmoniously with the urban fabric. AR applications, ranging from interactive historical narratives to real-time navigation tools, offer diverse opportunities to enrich the tourism and hospitality sectors. The discourse also encompasses the practical use of AR in various hospitality settings, such as hotels and restaurants, highlighting the ways in which these innovations can enhance the guest experience. Furthermore, the chapter addresses the challenges and considerations associated with the adoption of AR technologies, including privacy issues and infrastructure requirements. Finally, this research highlights the importance of adopting AR as a transformative force that redefines cities as service-oriented hubs. This convergence of technology and hospitality paves the way for a new paradigm in urban tourism.