Legal Considerations on the Relationship Between Tourism Marketing and AR

Abstract

Augmented reality (AR) is greatly changing the tourism scene in this decade. With the recent expansion of AR, it is now possible to obtain digital flyers and coupons by physically visiting a place. Various AR-based games, such as Pokémon Go, have encouraged many people to visit various locations in the real world. However, the use of AR as a marketing strategy to attract customers and induce movements in humans has created new legal issues, such as the appropriateness of placing coupons on private properties and its use in public parks by private companies for sales promotions. In addition, since AR can make valuable digital information appear in a space for a specific period, it raises new issues regarding time management. This paper considers the problems that arise in guiding people using AR, mainly from a legal perspective, and discusses the future direction.