Designing a Model for Using Augmented Reality in the Tourism Industry Through the First Mobile Operator
Subject Areas : Technology Development Infrastructures and Supporting organizations
Yaser Ghasemi Nezhad
1
,
Sara Moghaddam
2
,
mohammad Hashemi
3
1 - ihu
2 - Azad Uni
3 - ATU
Keywords: Augmented Reality, Tourism Industry, Best-Worst Technique, Virtual Reality.,
Abstract :
In recent years, augmented reality (AR) technology has received widespread attention. However, very little research has been conducted on the applications of augmented reality in the tourism industry. The aim of the current study is to design an augmented reality model and rank its applications in the tourism industry through the primary mobile operator. To achieve this goal, the applications of augmented reality were first identified through a review of existing literature. After measuring and verifying the content validity and reliability of the questionnaire variables, the applications were ranked using the Best-Worst Method (BWM). The statistical population consisted of eight university experts specializing in information technology and augmented reality. Lingo and Excel software were used to analyze the research data. The results indicate that augmented reality is applied in eleven areas of tourism, including marketing, smart tourism, shopping and e-commerce, architecture, printing and publishing, tourism environment, navigation, hotels and restaurants, education, tourist guides, and cultural heritage. AR provides a differentiating advantage over competitors and also reduces overall costs. Despite these benefits, limited research has been conducted on augmented reality in the field of logistics, with most studies focusing on engineering applications. Therefore, investigating the effective factors, challenges, and opportunities of augmented reality in tourism appears to be a significant area for future research.
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