Immersive technologies as a promising mechanism to reduce the negative impact on natural and cultural tourist sites

Abstract

Deterioration of architectural monuments, negative impact on natural monuments and closure of tourist sites, manifestations of over tourism negative consequences, transformation of consumer behaviour associated with the spread of the COVID-19 pandemic and other infectious diseases are only a small part of the global problems faced by the world tourism industry. The study aims to form a conceptual idea of the immersive technologies role in reducing the negative impact on natural and cultural tourist facilities, revealing their potential as a positive factor that affects consumer preferences and environmental awareness of potential tourists. The study analyzed statistical data allowing estimating the current state of the immersive tourism technologies market. Besides, the article analyses the degree of demand for these digital tools in various types of tourism in the context of the importance of preservation of cultural monuments and natural heritage on the basis of the survey of potential target audience. The authors provided a classification of immersive technologies in tourism, and evaluated the possibility of their integration into specific tourism products on the basis of existing successful implementation practices. As a result of the answers to the proposed research questions the authors conclude that immersive technologies have become an important factor that influence the decision to purchase a certain tourist product or service, as well as accelerates the probability of visiting a specific tourist attraction. This proves that in modern reality tourism is one of the key sectors of the economy, which focuses is not only on the experience economy, but also on ecological awareness of potential categories of tourists