Purpose

The hospitality and tourism industry is strongly influenced by new and immersive technologies, such as augmented reality (AR), to enhance customer experiences across a diverse set of touchpoints throughout the visitor journey. This paper aims to provide a holistic understanding of AR marketing for this industry context, present a number of fundamental premises of AR marketing within it and establish an agenda for future AR research.

Design/methodology/approach

This study reviews current literature on AR marketing, hospitality and tourism and industry use cases for the creation of a proposed conceptual framework to guide scholars and managers. Based on that, the authors propose fundamental premises.

Findings

The three fundamental premises of AR marketing presented are the need to clearly differentiate between AR and virtual reality within hospitality and tourism; the use of AR for the on-trip experience; and the combined focus on content, context, customer and computing devices for a successful strategic implementation of AR.

Research limitations/implications

This study serves as a first point of reference for the strategic integration of AR into hospitality and tourism marketing, both from an industry and academic point of view.

Practical implications

The authors provide a number of managerial recommendations based on our three fundamental premises.

Originality/value

To the best of the authors’ knowledge, this study is one of the first to holistically characterize AR marketing in the hospitality and tourism context. It also highlights the fundamental premises of successful AR marketing and future directions of AR research today and in a spatial computing future.

中文翻译：

---

酒店和旅游业的增强现实营销：研究人员和管理人员指南

 目的

酒店和旅游业深受增强现实 (AR) 等新技术和沉浸式技术的影响，以增强整个游客旅程中不同接触点的客户体验。本文旨在提供对行业背景下的 AR 营销的全面理解，提出 AR 营销的一些基本前提，并为未来的 AR 研究制定议程。

设计/方法论/途径

本研究回顾了有关 AR 营销、酒店和旅游业以及行业用例的当前文献，以创建一个拟议的概念框架来指导学者和管理者。在此基础上，作者提出了基本前提。

 发现

AR 营销的三个基本前提是需要在酒店和旅游业中明确区分 AR 和虚拟现实；使用 AR 进行旅途体验；以及对内容、情境、客户和计算设备的综合关注，以实现 AR 的成功战略实施。

研究局限性/影响

无论从行业还是学术的角度来看，这项研究都为将 AR 战略整合到酒店和旅游营销中提供了第一个参考。

 实际意义

作者根据我们的三个基本前提提出了许多管理建议。

 原创性/价值

据作者所知，这项研究是第一个全面描述酒店和旅游业中 AR 营销特征的研究之一。它还强调了成功的 AR 营销的基本前提以及当今和空间计算未来的 AR 研究的未来方向。