Augmented reality for relaunching tourism post-COVID-19: socially distant, virtually connected

Abstract

Purpose This paper aims to understand the various facets of augmented reality (AR) and to explore its prospects for supporting the relaunch of the tourism sector post-COVID-19 in accordance with the guidelines set out by WHO and UNWTO. Design/methodology/approach This study falls into the category of exploratory research. It is based on a systematic review of secondary data. Thematic content analysis has been adopted to trace out the various ways in which AR can be an aid in overcoming challenges in the relaunch of tourism after the pandemic. Findings It was found that norms such as social distancing and lower mobility are going to be followed even after the COVID-19. Therefore, there will be a great demand for mobile and Web-based AR to not only ensure tourist safety but also to create unique, accessible, personalized, context-specific, deep and memorable experiences. Practical implications Apart from its academic contribution to the existing body of knowledge, this work can assist various tourism DMOs and policymakers to devise futuristic policies for AR-driven tourism management and development. Originality/value The COVID-19 pandemic is unprecedented and never seen before. In this context, this study establishes its novelty by exclusively focusing on the aspects of AR that can support the relaunch of tourism post-pandemic.

Changes in Consumption Patterns and Tourist Promotion after the COVID-19 Pandemic

“…Whereas tourism marketing in destinations is a well-known activity, the essence of these responsibilities changes when having to face a disaster and deal with its consequences [43][44][45]. Tourism management organizations, hotel establishments and other tourism and destination businesses should coordinate their promotion and marketing initiatives [46].…”

Virtual reality technology and physical distancing: A review on limiting human interaction in tourism

“…ICT-based areas were used by a wide range of institutions, scholars, businesses, etc. preparing their meetings in the digital platforms (Mohanty et al, 2020). VR-based technologies can be an extremely helpful tool for MICE tourism (Pearlman & Gates, 2010) by protecting time and money (Gustafson, 2012).…”

“…However, in such periods that people don't want to travel to crowded places and desire to experience things that are needed less human interaction, VR technology can provide all types of experiences without physically participating in the activity or going to a destination (Buhalis & Motloka, 2013). In their study by Mohanty, Hassan, and Ekis (2020), they concluded that physical distancing and less mobility in the tourism industry will be pursued even after this outbreak. Thus, the demand for technologies based on VR is going to increase.…”

“…Although research emphasizing the role of VR or Information and communications technology (ICT) in various destinations or types of tourism during COVID-19 are in the early stages, the upsurge using these technologies in the post this disaster is expected to increase in the future (Mora, 2020). Furthermore, studies on utilizing these technologies which are required less human interactions are limited and are receiving attention from scholars in recent years (Mohanty et al, 2020;Seyitoğlu, & Ivanov, 2020). This paper attempts to review that a VR-based tourism experience can provide an alternative technological tool for traveling while physically distancing in such a disaster.…”

A Crise Do Covid-19 No Turismo: O Caso Da Café E Viagens

“…No estudo de Fontoura et al, (2020), que investiga os impactos da pandemia de coronavírus na indústria do turismo, as mudanças na demanda por sustentabilidade no turismo foram discutidas e os resultados indicaram que, embora o setor tenha parado quase inteiramente, há uma oportunidade para o renascimento de um turismo mais sustentável. Soluções como uso de realidade aumentada e turismo virtual também foram propostas (por exemplo, Mohanty et al, 2020). Apesar de serem opções válidas, dificilmente, porém, substituiriam o turismo real no mundo pós-pandemia, mas passariam a ser um complemento a ele.…”