Augmented, Virtual, andMixed Reality in Tourism

Abstract

The perception of touristic space is constantly changing, and today physical and virtual spaces are interwoven due to new technological developments. Virtual Reality, Augmented Reality, and Mixed Reality are opening a new paradigm, receiving increasing interest from marketers and consumers alike. These technologies provide huge opportunities by enhancing customer engagement in a highly interactive way, which leads to an enhanced customer experience and new marketing approaches for innovative players in the tourism industry. The terms, definitions, and boundaries between these technologies are however blurred and not well defined. This chapter therefore tries to clarify key concepts by unraveling the subtleties behind the different terms which are often used interchangeably. After reading this chapter, the reader will arrive at a clearer understanding of the different concepts, their technological background and characteristics as well as possible fields of application within the tourism industry. Several best practice scenarios illustrate the potential, opportunities, chances, and risks of these immersive technologies. The chapter ends with discussing further prospects when it comes to technological developments and alternative application fields.