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Reopening for Business Post-COVID-19: Augmented Reality as a Strategy for Attracting Visitors to a Tourist Destination Cover

Reopening for Business Post-COVID-19: Augmented Reality as a Strategy for Attracting Visitors to a Tourist Destination

European Journal of Tourism, Hospitality and Recreation
Volume 11 (2021): Issue 1 (December 2021)
By: Mara Franco and  Luis Mota  
Open Access
|Dec 2021

Figures & Tables

Figure 1

Simplified depiction of an RV Continuum (Milgram et al., 1995, p. 283).
Simplified depiction of an RV Continuum (Milgram et al., 1995, p. 283).

Figure 2

The six routes of the Caminho Real on Madeira Island (ACRM, 2020).
The six routes of the Caminho Real on Madeira Island (ACRM, 2020).

Figure 3

Navigating the CR and POI, discovering through RA. Source: Associação do Caminho Real da Madeira 2018.
Navigating the CR and POI, discovering through RA. Source: Associação do Caminho Real da Madeira 2018.

Figure 4

Example of the app for navigating the CR on Madeira Island.
Example of the app for navigating the CR on Madeira Island.

Figure 5

Example of AR indicating local services based on distances from the user. Source: https://reamp.com.br
Example of AR indicating local services based on distances from the user. Source: https://reamp.com.br

SWOT analysis for using AR in the CR_

Strengths
  • -

    Historical, cultural, ethnographic and environmental values of the trail;

  • -

    Connection to emergency services using geographic location;

  • -

    Authentic experience in remote areas of the island;

  • -

    Sharing information through social networks;

  • -

    Tourist packages including accommodation booking;

  • -

    Connection to the local community;

  • -

    Independent guidance system along the CR;

  • -

    Storytelling along a long-distance route found on an island;

Weaknesses
  • -

    Underdeveloped cultural and tourist product;

  • -

    Destruction of some parts of the path;

  • -

    Safety issues regarding distraction when using the application;

Opportunities
  • -

    AR immersive experience;

  • -

    The use of AR to innovate in tourism sites;

  • -

    Awareness to multimedia contents;

  • -

    Greater acceptance of technology by consumers;

  • -

    Network of business of local handicraft;

Threats
  • -

    COVID-19 pandemic restrictions;

  • -

    Massive reduction of international arrivals in 2020;

  • -

    Consumer behaviour changes regarding physical and social distancing;

DOI: https://doi.org/10.2478/ejthr-2021-0006 | Journal eISSN: 2182-4924 | Journal ISSN: 2182-4916
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Language: English
Page range: 54 - 65
Submitted on: Jul 31, 2020
Accepted on: Mar 11, 2021
Published on: Dec 30, 2021
Published by: Polytechnic Institute of Leiria
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Keywords:
Augmented Reality,
COVID-19,
Social Distance,
Madeira Island,
QR Codes,
Tour Guide
Related subjects:
Business and economics,
Business management,
Business management, other,
Industries,
Tourism, hospitality, travel,
Event industry, leisure industry,
Sports and recreation,
Sports and recreation, other

© 2021 Mara Franco, Luis Mota, published by Polytechnic Institute of Leiria
This work is licensed under the Creative Commons Attribution 4.0 License.

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