Integration of Augmented Reality (AR) and Virtual Reality (VR) as Marketing Communications Channels in the Hospitality and Tourism Service Sector

Balasubramanian, K, Kunasekaran, P, Konar, R and Sakkthivel, A M (2022) Integration of Augmented Reality (AR) and Virtual Reality (VR) as Marketing Communications Channels in the Hospitality and Tourism Service Sector. In: Marketing Communications and Brand Development in Emerging Markets Volume II. Springer, pp. 55-79. ISBN 978-3-030-95581-6

Full text not available from this repository. (Request a copy)

Abstract

The integration of Augmented Reality (AR) and Virtual Reality (VR) as marketing communication channels within the tourism and hospitality industry is gaining attention and momentum to transform and enhance customer experience. The hospitality industry constantly needs to create new experiences in their marketing communication tools compared to traditional video commercials due to the fast-changing world and consumer behaviour during the global pandemic and outbreak. The chapter explores the integration of AR and VR as highly effective marketing tools among hospitality service providers to gain a competitive edge with the proactive changes in this digital business world. In the hospitality and tourism industry, integrating augmented reality and virtual reality will benefit from creating an immersive, healthy, and entertaining experience as it enhances how customers or traveller’s will access the information in their respective context with the enhanced mobile capabilities.

Affiliation: Skyline University College
SUC Author(s): Sakkthivel, A M ORCID: https://orcid.org/0000-0001-7445-6367
All Author(s): Balasubramanian, K, Kunasekaran, P, Konar, R and Sakkthivel, A M
Item Type: Book Section
Uncontrolled Keywords: Marketing communication, Augmented reality, Virtual reality Hospitality and tourism, Immersive experience
Subjects: A Business and Management > AP Marketing
Divisions: Skyline University College > School of Business
Depositing User: Mr Veeramani Rasu
Date Deposited: 30 May 2022 06:32
Last Modified: 30 May 2022 06:32
URI: https://research.skylineuniversity.ac.ae/id/eprint/279
Publisher URL: https://doi.org/10.1007/978-3-030-95581-6_3
Publisher OA policy:
Related URLs:

Actions (login required)

View Item
View Item
Statistics for SkyRep ePrint 279 Statistics for this ePrint Item