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Consuming “Innovation” in Tourism: Augmented Reality as an Innovation Tool in Digital Tourism Marketing

Azizul Hassan, Roya Rahimi

Source Title: Global Dynamics in Travel, Tourism, and Hospitality

ISBN13: 9781522502012|ISBN10: 1522502017|EISBN13: 9781522502029

DOI: 10.4018/978-1-5225-0201-2.ch008

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MLA

Hassan, Azizul, and Roya Rahimi. "Consuming “Innovation” in Tourism: Augmented Reality as an Innovation Tool in Digital Tourism Marketing." Global Dynamics in Travel, Tourism, and Hospitality, edited by Nikolaos Pappas and Ilenia Bregoli, IGI Global, 2016, pp. 130-147. https://doi.org/10.4018/978-1-5225-0201-2.ch008

APA

Hassan, A. & Rahimi, R. (2016). Consuming “Innovation” in Tourism: Augmented Reality as an Innovation Tool in Digital Tourism Marketing. In N. Pappas & I. Bregoli (Eds.), Global Dynamics in Travel, Tourism, and Hospitality (pp. 130-147). IGI Global. https://doi.org/10.4018/978-1-5225-0201-2.ch008

Chicago

Hassan, Azizul, and Roya Rahimi. "Consuming “Innovation” in Tourism: Augmented Reality as an Innovation Tool in Digital Tourism Marketing." In Global Dynamics in Travel, Tourism, and Hospitality, edited by Nikolaos Pappas and Ilenia Bregoli, 130-147. Hershey, PA: IGI Global, 2016. https://doi.org/10.4018/978-1-5225-0201-2.ch008

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Abstract

Upon understanding definition, features, application analysis of innovation and relevant theory of the Diffusion of Innovations, this study suggests Augmented Reality (AR) as a technological innovation. AR is an advanced stage of virtual reality that merges reality with computer simulated imageries in the real environment. This chapter synthesizes AR as an emerging and potential technology of digital tourism marketing and management. The aim of this analytical approach based chapter is to understand innovation from tourism product or services consumption perspective. Relevant evidences are also included on lenses of marketing, digitalization and innovation consumption. Results outline that, technology consumption is gradually reshaping and getting supported by the availability and accessibility of electronic formats as AR as a technological innovation. This symbolizes that the consumption of technological innovation as AR offers freedom to select, purchase and recommend in relation to the theory of Diffusion of Innovations by Rogers (1962).

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Consuming “Innovation” in Tourism: Augmented Reality as an Innovation Tool in Digital Tourism Marketing

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