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The Augmented Reality Marketing: A Merger of Marketing and Technology in Tourism
Abstract
This chapter elaborates on augmented reality marketing (ARM) as a digital marketing campaign and a strategic trend in tourism and hospitality. The computer assisted augmenting of perception by means of additional interactive information levels in real time is known as augmented reality. Augmented reality marketing is a constructed worldview on a device with blend of reality and added or augmented themes interacting with five sense organs and experiences. The systems and approaches of marketing are integrating with technological applications in almost all sectors of economies and in all phases of a business's value delivery network. Trends in service sector marketing provide opportunities in generating technology led tourism marketing campaigns. Also, the adoption, relevance and significance of technology in tourism and hospitality value delivery network can hardly be ignored. Many factors are propelling the functionalities of diverse actors in tourism. This paper explores the use of technology at various phases of tourism and hospitality marketing, along with the role of technology in enhancing consumer experience and value addition. It further supports the view that technology is aiding in faster diffusion of tourism products, relates destinations or attractions and thus benefiting the entire society. The augmented reality in marketing can create effective and enjoyable interactive experience by engaging the customer through a rich and rewarding experience of virtually plus reality. Such a tool has real potential in marketing in tourism and hospitality sector. Thus, this study discusses the ARM as a promising trend in tourism and hospitality and how this will meet future needs of tourism and hospitality products or offerings.
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