Tourism Management Studies

Extended Reality in Tourist Attractions; Applications and Benefits

Document Type : Research Paper

Authors

Roohallah Noori 1
Mohammad Mehrabioun 2
saba parsaei 3

1 Human Resource Management Dept., Faculty of Management, Kharazmi University, Tehran, Iran

2 ,Operation Management and Information Technology Dept., Faculty of Management, Kharazmi University, Tehran, Iran

3 not dependent on any organization

https://doi.org/10.22054/tms.2024.79726.2943
Abstract
The use of new technologies in the tourism industry has directly impacted the creation of competitive advantages for attractions and attracting more tourists. Some technological advances today are augmented, virtual, and mixed reality technologies, all called extended reality. These technologies can significantly help marketing, the competitiveness of tourist attractions, and increase demand. This research is a systematic literature review of previous studies to identify the applications of extended reality in tourist attractions and their benefits for tourists and service providers. A systematic search was conducted using the academic databases of Web Science and Google Scholar. A total of 140 documents were obtained, and after a filtering process, 62 of them were selected. Thirteen areas of applications were found, which were classified into eight groups as follows: Marketing, Reconstruction, Virtual tour of non-visitable attractions (locations that are not open to the public or have limited access), Preserving intangible heritage and sensitive or decaying attractions, Increasing the attractiveness of attractions by creating a sense of presence or visual appeal, Navigation, Education with the help of virtual reality, Storytelling or Gamification, Displaying additional information or 3D models of attractions. This research helps destination management organizations and attractions managers better understand extended reality technologies and their applications. It can help them choose the most suitable technology for their needs and increase the return rate and profit by improving the tourists’ experience. It can also guide future researchers and developers of extended reality software in tourism.

Keywords

Extended Reality
Tourist Attractions
Systematic Literature Review
Application
Benefits
Subjects
  1. Bekele, M. K., Pierdicca, R., & Frontoni, E. (2018). A survey of augmented, virtual, and mixed reality for cultural heritage. ACM Journal on Computing Cultural Heritage, 11)2(, Article 7
  2. Bethapudi, A. (2013). The role of ICT in tourism industry. Journal of Applied Economics and Business, 1(4), 67–79.
  3. Boboc, R. G., Bautu, E., Girbacia, F., Popovici, N., & Popovici, D. (2022). Augmented reality in cultural heritage: An overview of the last decade of applications. Applide Sciences-Basel, 12(19).
  4. Bruno, F., Lagudi, A., Barbieri, L., Muzzupappa, M., Cozza, M., Cozza, A., & Peluso, R. (2016). A VR system for the exploitation of underwater archaeological sites. International Workshop on Computational Intelligence for Multimedia Understanding (IWCIM), pp. 1–5.
  5. CASP-UK. (2024, April 3). CASP Systematic Review Checklist. Retrieved from https://casp-uk.net/checklists/casp-systematic-review-checklist-fillable.pdf
  6. Chung, N., Lee, H., Kim, J. Y., & Koo, C. (2018). The role of augmented reality for experience influenced environments: the case of cultural heritage tourism in Korea, Journal of Travel Research, 57 (5), pp. 627-643.
  7. De Luca, V., Marcantonio, G., Barba, M.C., & De Paolis, L. T. (2022). A Virtual Tour for the Promotion of Tourism of the City of Bari. Information, 13, 339.
  8. Dieck, M. C. T., & Jung, T. H. (2017). Value of augmented reality at cultural heritage sites: A stakeholder approach. Journal of Destination Marketing & Management, 6 (2), pp. 110–117.
  9. Dieck, M. C. , & Jung, T. (2018). A theoretical model of mobile augmented reality acceptance in urban heritage tourism. Current Issuse in Tourism, 21(2), pp. 154–174.
  10. Fernandes, T., & Cruz, M. (2016). Dimensions and outcomes of experience quality in tourism: The case of Port wine cellars. Journal of Retailing and Consumer Services, 31, pp. 371–379.
  11. Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2019). The impact of virtual, augmented and mixed reality technologies on the customer experience. Journal of Business Research, 100, pp. 547–560.
  12. Guttentag, A. D. (2010). Virtual reality: applications and implications tourism. Tourism management, 3(1), pp. 637 -651
  13. Huang, Y. C., Backman, S. J., Backman, K. F., & Moore, D. (2013), Exploring user acceptance of 3D virtual worlds in travel and tourism marketing. Tourism Management, 36, pp. 490-501.
  14. Hudson, S., Matson-Barkat, S., Pallamin, N., & Jegou, G. (2019). With or without you? Interaction and immersion in a virtual reality experience. Journal of Business Research, 100, pp. 459-468.
  15. Inskeep, E. (1991). Tourism planning: An integrated and sustainable development approach. John Wiley & Sons.
  16. Katoch, A. (2020). Tourism industry- structhre and components. In BTMC-135 concepts and impacts of tourism. Indira Gandhi National Open University, New Delhi.
  17. Kleftodimos, A., Moustaka, M., & Evagelou, A. (2023). Location-based Augmented Reality for cultural heritage education: Creating educational, gamified location-based AR applications for the prehistoric lake settlement of Dispilio. Digital, 3, pp. 18–45.
  18. Martí-Testón, A., Muñoz, A., Solanes, J. E., Gracia, L., & Tornero, J. (2021). A methodology to produce augmented-reality guided tours in museums for mixed-reality headsets. Electronics (Switzerland), 10(23).
  19. Mine, R. M., Rose, D., Yang, B., Baar, V. , & Grundhöfer, A. (2012). Projection-based Augmented Reality in disney Theme Parks. IEEE Computer Society, 45(7), pp. 32-40.
  20. Nayyar, A., Mahapatra, B., Le, D. N., & Suseendran, G. (2018). Virtual Reality (VR) & Augmented Reality (AR) technologies for tourism and hospitality industry. International Journal of Engineering and Technology (UAE), 7(2).
  21. Neuburger, L., & Egger, R. (2018). Augmented reality: Providing a different dimension for museum visitors. In Augmented Reality and Virtual Reality, (p. 75). Springer.
  22. (2022, November 28). 6th Annual Industry Report on Immersive Technology. https://www.perkinscoie.com/en/news-insights/xr-industry-insider-2022-arvrxr-report.html
  23. Pratisto, E. H., Thompson, N., & Potdar, V. (2022). Immersive technologies for tourism: A systematic review. Information Technology and Tourism, 24(2), pp. 181–219.
  24. Scholz, J., & Smith, A. (2016). Augmented reality: Designing immersive experiences that maximize consumer engagement.  Business Horizons, 59 (2), pp. 149-161.
  25. Shannon, P. (2002) Critical appraisal of systematic reviews. Canadian Association of Radiologists Journal, 53(4), pp.195-7.
  26. Van Krevelen, D., & Poelman, R. (2010). A Survey of Augmented Reality Technologies, Applications and Limitations. International Journal of Virtual Reality, 9(2), pp. 1–20.
  27. Wei, W. (2019). Research progress on virtual reality (VR) and augmented reality (AR) in tourism and hospitality A critical review of publications from 2000 to 2018. Journal of Hospitality and Tourism Technology, 10(4), pp. 539–570.
  28. Yung, R., Khoo-Lattimore, C., & Research Online, G. (2017). New realities: A systematic literature review on virtual reality and augmented reality in tourism research. 22(17), pp. 2056–2081.
  29. Ghaderi, Z., & Fatemi, S. A. (2017). Electronic tourism, Mahkameh. [In Persian
  30. Shahverdi, R., Vahidi Asl, M., Moradkhah, S., & Alikhani, P. (2023). Identify the dimensions of the impact of augmented reality technology in tourism and museums: Emphasizing the "Tourist as Learner" approach. Journal of Tourism and Development, 12(3), pp. 23-42. [In Persian
  1. Bekele, M. K., Pierdicca, R., & Frontoni, E. (2018). A survey of augmented, virtual, and mixed reality for cultural heritage. ACM Journal on Computing Cultural Heritage, 11)2(, Article 7
  2. Bethapudi, A. (2013). The role of ICT in tourism industry. Journal of Applied Economics and Business, 1(4), 67–79.
  3. Boboc, R. G., Bautu, E., Girbacia, F., Popovici, N., & Popovici, D. (2022). Augmented reality in cultural heritage: An overview of the last decade of applications. Applide Sciences-Basel, 12(19).
  4. Bruno, F., Lagudi, A., Barbieri, L., Muzzupappa, M., Cozza, M., Cozza, A., & Peluso, R. (2016). A VR system for the exploitation of underwater archaeological sites. International Workshop on Computational Intelligence for Multimedia Understanding (IWCIM), pp. 1–5.
  5. CASP-UK. (2024, April 3). CASP Systematic Review Checklist. Retrieved from https://casp-uk.net/checklists/casp-systematic-review-checklist-fillable.pdf
  6. Chung, N., Lee, H., Kim, J. Y., & Koo, C. (2018). The role of augmented reality for experience influenced environments: the case of cultural heritage tourism in Korea, Journal of Travel Research, 57 (5), pp. 627-643.
  7. De Luca, V., Marcantonio, G., Barba, M.C., & De Paolis, L. T. (2022). A Virtual Tour for the Promotion of Tourism of the City of Bari. Information, 13, 339.
  8. Dieck, M. C. T., & Jung, T. H. (2017). Value of augmented reality at cultural heritage sites: A stakeholder approach. Journal of Destination Marketing & Management, 6 (2), pp. 110–117.
  9. Dieck, M. C. , & Jung, T. (2018). A theoretical model of mobile augmented reality acceptance in urban heritage tourism. Current Issuse in Tourism, 21(2), pp. 154–174.
  10. Fernandes, T., & Cruz, M. (2016). Dimensions and outcomes of experience quality in tourism: The case of Port wine cellars. Journal of Retailing and Consumer Services, 31, pp. 371–379.
  11. Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2019). The impact of virtual, augmented and mixed reality technologies on the customer experience. Journal of Business Research, 100, pp. 547–560.
  12. Guttentag, A. D. (2010). Virtual reality: applications and implications tourism. Tourism management, 3(1), pp. 637 -651
  13. Huang, Y. C., Backman, S. J., Backman, K. F., & Moore, D. (2013), Exploring user acceptance of 3D virtual worlds in travel and tourism marketing. Tourism Management, 36, pp. 490-501.
  14. Hudson, S., Matson-Barkat, S., Pallamin, N., & Jegou, G. (2019). With or without you? Interaction and immersion in a virtual reality experience. Journal of Business Research, 100, pp. 459-468.
  15. Inskeep, E. (1991). Tourism planning: An integrated and sustainable development approach. John Wiley & Sons.
  16. Katoch, A. (2020). Tourism industry- structhre and components. In BTMC-135 concepts and impacts of tourism. Indira Gandhi National Open University, New Delhi.
  17. Kleftodimos, A., Moustaka, M., & Evagelou, A. (2023). Location-based Augmented Reality for cultural heritage education: Creating educational, gamified location-based AR applications for the prehistoric lake settlement of Dispilio. Digital, 3, pp. 18–45.
  18. Martí-Testón, A., Muñoz, A., Solanes, J. E., Gracia, L., & Tornero, J. (2021). A methodology to produce augmented-reality guided tours in museums for mixed-reality headsets. Electronics (Switzerland), 10(23).
  19. Mine, R. M., Rose, D., Yang, B., Baar, V. , & Grundhöfer, A. (2012). Projection-based Augmented Reality in disney Theme Parks. IEEE Computer Society, 45(7), pp. 32-40.
  20. Nayyar, A., Mahapatra, B., Le, D. N., & Suseendran, G. (2018). Virtual Reality (VR) & Augmented Reality (AR) technologies for tourism and hospitality industry. International Journal of Engineering and Technology (UAE), 7(2).
  21. Neuburger, L., & Egger, R. (2018). Augmented reality: Providing a different dimension for museum visitors. In Augmented Reality and Virtual Reality, (p. 75). Springer.
  22. (2022, November 28). 6th Annual Industry Report on Immersive Technology. https://www.perkinscoie.com/en/news-insights/xr-industry-insider-2022-arvrxr-report.html
  23. Pratisto, E. H., Thompson, N., & Potdar, V. (2022). Immersive technologies for tourism: A systematic review. Information Technology and Tourism, 24(2), pp. 181–219.
  24. Scholz, J., & Smith, A. (2016). Augmented reality: Designing immersive experiences that maximize consumer engagement.  Business Horizons, 59 (2), pp. 149-161.
  25. Shannon, P. (2002) Critical appraisal of systematic reviews. Canadian Association of Radiologists Journal, 53(4), pp.195-7.
  26. Van Krevelen, D., & Poelman, R. (2010). A Survey of Augmented Reality Technologies, Applications and Limitations. International Journal of Virtual Reality, 9(2), pp. 1–20.
  27. Wei, W. (2019). Research progress on virtual reality (VR) and augmented reality (AR) in tourism and hospitality A critical review of publications from 2000 to 2018. Journal of Hospitality and Tourism Technology, 10(4), pp. 539–570.
  28. Yung, R., Khoo-Lattimore, C., & Research Online, G. (2017). New realities: A systematic literature review on virtual reality and augmented reality in tourism research. 22(17), pp. 2056–2081.
  29. Ghaderi, Z., & Fatemi, S. A. (2017). Electronic tourism, Mahkameh. [In Persian
  30. Shahverdi, R., Vahidi Asl, M., Moradkhah, S., & Alikhani, P. (2023). Identify the dimensions of the impact of augmented reality technology in tourism and museums: Emphasizing the "Tourist as Learner" approach. Journal of Tourism and Development, 12(3), pp. 23-42. [In Persian

 

 

 

 

 

 

 

Tourism Management Studies
Volume 19, Issue 68
Winter 2025
Pages 81-132

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