Abstract
The purpose of the present article was to examine the use of mobile augmented reality technologies in the process of planning and organizing tourist activities. The analysis of the attitude of TUI Showroom’s clients and managers of Russian travel agencies to the application of immersive technologies in travel consulting unveiled several possibilities for the practical use of mobile augmented reality applications in the travel business. The study concludes with the opinion that stimulation of the client's interest in the historical and cultural context of the tour by providing additional argumentation and high-quality information on the marketing proposal in a new, unusual manner forms the cultural, epistemic, and educational values of augmented reality, necessary in sales, personnel training and interaction with business partners.
Highlights
The current exponential growth of a technology-based service environment has increased consumer demand for self-service, as well as the industry-wide goal of reducing costs through automation
Mobile augmented reality (AR) applications assist in ensuring high-quality management of a travel agency network and allow tour operators to plan and manage tourism activities effectively
The organization of interactive marketing programs and tours’ presentation by means of AR technologies can provide additional value for travel products and give potential tourists the opportunity to gain a virtual experience of travel activities before booking
Summary
The current exponential growth of a technology-based service environment has increased consumer demand for self-service, as well as the industry-wide goal of reducing costs through automation. It has become a catalyst for the infusion of technology in today’s service economy (Rivera et al, 2015). The digital reorganization of the tourism sector has gradually led to the formation of a new business paradigm, which is rapidly changing the tourism industry structure and opens up numerous opportunities and prospects for travel companies, being a key factor in their competitiveness (Qiao et al, 2019). One of the technological developments of today is augmented reality (AR) with a constantly expanding application field (Özkul & Kumlu, 2019)
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