Manchester Metropolitan University's Research Repository

How can Tourist Attractions profit from Augmented Reality?

Cranmer, E and tom Dieck, MC and Jung, T (2017) How can Tourist Attractions profit from Augmented Reality? In: 2017 Augmented and Virtual Reality Conference, 23 February 2017, Manchester Metropolitan University, Business School. (In Press)


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The benefits, value and potential of Augmented Reality (AR) are widely researched. However, the value of AR is most commonly discussed in relation to enhancing the tourist experience, rather than generating revenue or economic returns. Although AR promises to add value to the visitor experience and generate associated benefits, the financial implications and revenue model for AR implementation remain uncertain and therefore too much of a financial risk for most tourist organisations, typically Small to Medium Sized Enterprises (SMEs) characterised by limited funding. Thus, using the case of UNESCO recognised Geevor Tin Mine Museum, in Cornwall, UK, this study identifies ways in which tourism organisations can profit from AR implementation. Fifty semi-structured interviews with Geevor stakeholders, analysed using content analysis reveal a number of ways AR can be introduced to increase revenue generation and profits, therefore filling a gap in research and minimising the risk for managers and practitioners considering AR implementation.

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