Integration of Augmented Reality (AR) and Virtual Reality (VR) as Marketing Communications Channels in the Hospitality and Tourism Service Sector

Abstract

The integration of Augmented Reality (AR) and Virtual Reality (VR) as marketing communication channels within the tourism and hospitality industry is gaining attention and momentum to transform and enhance customer experience. The hospitality industry constantly needs to create new experiences in their marketing communication tools compared to traditional video commercials due to the fast-changing world and consumer behaviour during the global pandemic and outbreak. The chapter explores the integration of AR and VR as highly effective marketing tools among hospitality service providers to gain a competitive edge with the proactive changes in this digital business world. In the hospitality and tourism industry, integrating augmented reality and virtual reality will benefit from creating an immersive, healthy, and entertaining experience as it enhances how customers or traveller’s will access the information in their respective context with the enhanced mobile capabilities.KeywordsMarketing communicationAugmented realityVirtual realityHospitality and tourismImmersive experience