The Value of Augmented Reality from a Business Model Perspective

Cranmer, E, Jung, T and tom Dieck, MC (2017) The Value of Augmented Reality from a Business Model Perspective. e-Review of Tourism Research, 8. ISSN 1941-5842

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Abstract

Adopting modern technologies has become essential for tourism organisations wishing to remain competitive and economically viable. Augmented Reality (AR) is recognised as a tool to add value, enhancing tourist experiences, increasing revenues, sustainability, and competitiveness. However, despite its potential, AR implementation in cultural heritage tourism is limited. A gap exists identifying Business Models (BMs) as effective tools to explore the added value and realise AR’s full potential. Using the case of Geevor Tin Mine Museum, the study explores the value of AR from a BM perspective, focusing specifically on the Value Proposition (VP), to examine how AR creates value for both visitors and stakeholders. Fifty stakeholder interviews reveal support for AR, recognising a number of ways it can add value. For visitors, it is suggested AR would enhance education, and accessibility, whereas for staff it could preserve knowledge and increase job security. The study bridges a gap between the potential of AR and realisation of its actual value-adding benefits. Practically, the research helps practitioners understand the value of AR for both visitors and stakeholders, thus moving a step closer toward meaningful implementation.