The Dynamic Role of Augmented Reality in Tourism

Abstract

The increasing ubiquity of the smart phone has undoubtedly paved the way for the utilizing of technological intermediation in tourism, notably in the case of augmented reality (AR). The current study seeks the opinions and perceptions of AR users about how such technologies impact their decisionmaking. The study seeks an enhanced understanding of contemporary tourist consumption practices, drawing upon the relationship between code and space using LAYAR AR applications. The research methods that have been deployed in this study involve the conduct of qualitative interviews with consumers and producers with an interest in AR applications using a snowball sampling approach. The results show that using AR produces the augmented construction of reality that is multidimensional and consists of the owner, site, and tourism agency. It has also been shown that AR is a secondary tool, where user awareness and sense of the physical environment decreases. It is concluded that integrating technologies into the tourist experience can enhance the enjoyment of the experience and improve expertise and skills in the context of tourist operations and attractions.