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Exploring the value of augmented reality for tourism

Cranmer, Eleanor E, tom Dieck, M Claudia ORCID logoORCID: https://orcid.org/0000-0002-8765-8969 and Fountoulaki, Paraskevi (2020) Exploring the value of augmented reality for tourism. Tourism Management Perspectives, 35. p. 100672. ISSN 2211-9736


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Augmented reality (AR) is increasingly used as a marketing, information and experience channel within the tourism industry. However, little is known with regards to the actual value of AR for the tourism industry, with most research still in its infancy. Therefore, the aim of this paper is to explore the perceived value of AR for the tourism industry from the perspective of tourism experts. Using a qualitative and exploratory approach, this study conducted fifteen interviews with tourism experts in order to explore tourism specific AR value dimensions. Interviews were analysed using thematic analysis. This study revealed five value dimensions including marketing, economic, tourist, epistemic and organisational. Commonalities and differences between different perspectives are discussed. These findings provide important implications for strategy development, AR implementation, and tourist experience design.

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