Research Article
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A Conceptual Review on the Usability of Augmented and Virtual Reality Technologies in Tourism

Year 2024, Volume: 1 Issue: 2, 165 - 178, 30.12.2024

Emrullah Cansu , Muharrem Tuna

Abstract

Technology renews itself day by day. In this context, the tourism sector should follow these technological innovations within itself. In particular, Augmented Reality (AR) technology has the potential to bring revolutionary changes to the tourism industry. AR is a technology that enriches user experiences by adding digital content to the physical world. Therefore, it is thought that the use of augmented reality and virtual reality technologies in the tourism sector will become widespread. Due to the lack of guiding and insightful scientific studies, it is thought that there is a deficiency in the development and application of these technologies in related sectors. The main purpose of this study is to reveal the awareness and applicability of AR and VR technologies not only in the theoretical fields of tourism but also in practical applications. Specific research on these technologies, which are still in their developmental stages, will provide insights for investments in their practical applications and contribute to their development. For this reason, content analysis method, which is one of the qualitative research methods, was used. In this context, topics and concepts related to the tourism sector were reviewed and related studies in the literature were analyzed. As a result, deficiencies in the field of practice were revealed and necessary sectoral and scientific suggestions were made.

Keywords

Technology Tourism Augmented Reality Virtual Reality

References

  • Antonioli, M., Blake, C. & Sparks, K. (2014). Augmented Reality Applications in Education. Journal of Educational Technology Development and Exchange, 7(2), 1-15.
  • Azuma, R. T. (1997). A Survey of Augmented Reality. Presence: Teleoperators and Virtual Environments, 6(4), 355-385.
  • Bekele, M. K., & Champion, E. (2019). A Comparison of Immersive Realities and Interaction Methods: Cultural Learning in Virtual Heritage. Journal on Computing and Cultural Heritage (JOCCH), 12(4), 1-21.
  • Chen, J., Wu, X. & Lai, I. K. W. (2023). A Systematic Literature Review of Virtual Technology in Hospitality and Tourism (2013–2022). Sage Open, 13(3)
  • Comes, R., Neamțu, C., Buna, Z. L., Bodi, Ș., Popescu, D., Tompa, V. & Mateescu-Suciu, L. (2020). Enhancing Accessibility to Cultural Heritage Through Digital Content and Virtual Reality: A Case Study of The Sarmizegetusa Regia UNESCO Site. Journal of Ancient History and Archaeology, 7(3).
  • Coyne, L., Takemoto, J. K., Parmentier, B. L., Merritt, T. & Sharpton, R. A. (2018). Exploring Virtual Reality As a Platform For Distance Team-Based Learning. Currents in Pharmacy Teaching and Learning, 10(10), 1384-1390.
  • Dağ, K., Çavuşoğlu, S. & Durmaz, Y. (2024). The Effect of Immersive Experience, User Engagement and Perceived Authenticity on Place Satisfaction in The Context of Augmented Reality. Library Hi Tech, 42(4), 1331-1346.
  • Damala, A., Marchal, I. & Houlier, P. (2008). Merging Augmented Reality Based Features in Mobile Multimedia Museum Guides. Proceedings of the 3rd International Conference on Digital Interactive Media in Entertainment and Arts (pp. 210-216).
  • Demirezen, B. (2019). Artirilmiş Gerçeklik ve Sanal Gerçeklik Teknolojisinin Turizm Sektöründe Kullanılabilirliği Üzerine Bir Literatür Taraması. Uluslararası Global Turizm Araştırmaları Dergisi, 3(1), 1-26.
  • Dieck, M. C. T. & Jung, T. (2017). A Theoretical Model of Mobile Augmented Reality Acceptance in Urban Heritage Tourism. Current Issues in Tourism, 20(2), 154-174.
  • Evrard, Y. & Krebs, A. (2018). The Authenticity of The Museum Experience in The Digital Age: The Case of The Louvre. Journal of Cultural Economics, 42, 353-363.
  • Ferdani, D., Fanini, B., Piccioli, M. C., Carboni, F. & Vigliarolo, P. (2020). 3D Reconstruction and Validation of Historical Background For Immersive VR Applications and Games: The Case Study of The Forum of Augustus in Rome. Journal of Cultural Heritage, 43, 129-143.
  • Praničević, D, G. (2021). Augmented reality and virtual reality-based technology in cultural tourism. ENTRENOVA-ENTerprise REsearch InNOVAtion, 7(1), 307-314.
  • Grammatikopoulou, A. & Grammalidis, N. (2023). Artful—An AR Social Self-Guided Tour App For Cultural Learning in Museum Settings. Information, 14(3), 158.
  • Graziano, T. & Privitera, D. (2020). Cultural Heritage, Tourist Attractiveness and Augmented Reality: Insights From Italy. Journal of Heritage Tourism, 15(6), 666-679.
  • Huang, Y.-C., Backman, S. J., Backman, K. F. & Moore, D. (2013). Exploring User Acceptance of 3D Virtual Worlds in Travel and Tourism Marketing. Tourism Management, 36, 490-501.
  • Höllerer, T. & Feiner, S. (2004). Mobile Augmented Reality. Telegeoinformatics: Location-based computing and services, 21, 221-260.
  • Jung, T. & Dieck, M. C. T. (2018). Augmented Reality and Virtual Reality. In S. D. Peccei (Ed.), Tourism in the New Europe. London: Routledge.
  • Kaźmierczak, R., Szczepańska, A., Kowalczyk, C., Grunwald, G. & Janowski, A. (2021). Using AR technology in tourism based on the example of maritime educational trips—A conceptual model. Sustainability, 13(13), 7172.
  • Kysela, J. & Štorková, P. (2015). Using Augmented Reality As a Medium For Teaching History and Tourism. Procedia-Social and behavioral sciences, 174, 926-931.
  • Negruşa, A. L., Toader, V., Sofică, A., Tutunea, M. F. & Rus, R. V. (2015). Exploring Gamification Techniques and Applications For Sustainable Tourism. Sustainability, 7(8), 11160-11189.
  • Paulauskas, L., Paulauskas, A., Blažauskas, T., Damaševičius, R. & Maskeliūnas, R. (2023). Reconstruction of Industrial and Historical Heritage For Cultural Enrichment Using Virtual and Augmented Reality. Technologies, 11(2), 36.
  • Peters, M. (2018). Augmented Reality in Tourism: Bridging The Real and The Virtual. Journal of Tourism Studies, 29(2), 124-136.
  • Şalk, S. & Köroğlu, Ö. (2020). Turist Rehberlerinin Artırılmış Gerçeklik Uygulamalarına Yönelik Algılarının Belirlenmesi. Yaşar Üniversitesi E-Dergisi, 15(58), 313-328.
  • Sanfilippo, F., Blažauskas, T., Girdžiūna, M., Janonis, A., Kiudys, E. & Salvietti, G. (2021, October). A Multi-Modal Auditory-Visual-Tactile E-Learning Framework. In International Conference on Intelligent Technologies and Applications (pp. 119-131). Cham: Springer International Publishing.
  • Sertalp, E. (2017). Müzelerin Tanıtım Kitaplarında Artırılmış Gerçeklik (Ag) Teknolojisi Kullanımı: Ankara Anadolu Anadolu Medeniyetleri Müzesi Kitabı Örneği. Sanat Yazıları Dergisi, (36), 107-120.
  • Siddiqui, M. S., Syed, T. A., Nadeem, A., Nawaz, W. & Alkhodre, A. (2022). Virtual tourism and digital heritage: an analysis of VR/AR technologies and applications. International Journal of Advanced Computer Science and Applications, 13(7).
  • Silvestru, C. I., Ifrim, A. M., Oncioiu, I., Lupescu, M. E. & Ramido, S. (2021). AR & VR Marketing: when and where?. In Proceedings of the International Conference on Business Excellence (Vol. 15, No. 1, pp. 664-671).
  • Tavčar, A., Csaba, A. & Butila, E. V. (2016). Recommender System For Virtual Assistant Supported Museum Tours. Informatica, 40(3).
  • Timur, B. & Köz, E. N. (2022). Turizmde Sanal Gerçeklik ve Artırılmış Gerçeklik Çalışmaları Üzerine Sistematik Bir Literatür Taraması. Turizm Akademik Dergisi, 9(1), 233-251.
  • Tussyadiah, I. P., Jung, T. H. & Dieck, M. C. T. (2018). Embodiment and Presence in Virtual Reality Experiences: A Review. Journal of Tourism Research, 45(2), 227-236.
  • Vlahakis, V., Ioannidis, M., Karigiannis, J., Tsotros, M., Gounaris, M., Stricker, D. & Almeida, L. (2002). Archeoguide: An Augmented Reality Guide For Archaeological Sites. IEEE Computer Graphics and Applications, 22(5), 52-60.
  • Yovcheva, Z., Buhalis, D. & Gatzidis, C. (2013). Engineering Augmented Tourism Experiences. Annals of Tourism Research, 48, 173-189.

ARTIRILMIŞ VE SANAL GERÇEKLİK TEKNOLOJİLERİNİN TURİZMDE KULLANILABİLİRLİĞİ ÜZERİNE KAVRAMSAL BİR İNCELEME

Year 2024, Volume: 1 Issue: 2, 165 - 178, 30.12.2024

Emrullah Cansu , Muharrem Tuna

Abstract

Teknoloji her geçen gün kendini yeniliyor. Bu bağlamda turizm sektörü de kendi içinde bu teknolojik yenilikleri takip etmelidir. Özellikle Artırılmış Gerçeklik (AR) teknolojisi, turizm sektörüne devrim niteliğinde değişiklikler getirme potansiyeline sahiptir. AR, fiziksel dünyaya dijital içerik ekleyerek kullanıcı deneyimlerini zenginleştiren bir teknolojidir. Dolayısıyla turizm sektöründe artırılmış gerçeklik ve sanal gerçeklik teknolojilerinin kullanımının yaygınlaşacağı düşünülmektedir. Yol gösterici ve ufuk açıcı bilimsel çalışmaların eksikliği nedeniyle bu teknolojilerin ilgili sektörlerde geliştirilmesi ve uygulanması konusunda bir eksiklik olduğu düşünülmektedir. Bu çalışmanın temel amacı, AR ve VR teknolojilerinin sadece turizmin teorik alanlarında değil, pratik uygulamalarında da bilinirliğini ve uygulanabilirliğini ortaya koymaktır. Henüz gelişim aşamasında olan bu teknolojilere yönelik özel araştırmalar, pratik uygulamalarına yönelik yatırımlar için içgörü sağlayacak ve gelişimlerine katkıda bulunacaktır. Bu nedenle nitel araştırma yöntemlerinden biri olan içerik analizi yöntemi kullanılmıştır. Bu kapsamda turizm sektörü ile ilgili konu ve kavramlar gözden geçirilmiş ve literatürdeki ilgili çalışmalar analiz edilmiştir. Sonuç olarak uygulama alanındaki eksiklikler ortaya konularak gerekli sektörel ve bilimsel önerilerde bulunulmuştur.

Keywords

Teknoloji Turizm Arttırılmış Gerçeklik Sanal Gerçeklik

References

  • Antonioli, M., Blake, C. & Sparks, K. (2014). Augmented Reality Applications in Education. Journal of Educational Technology Development and Exchange, 7(2), 1-15.
  • Azuma, R. T. (1997). A Survey of Augmented Reality. Presence: Teleoperators and Virtual Environments, 6(4), 355-385.
  • Bekele, M. K., & Champion, E. (2019). A Comparison of Immersive Realities and Interaction Methods: Cultural Learning in Virtual Heritage. Journal on Computing and Cultural Heritage (JOCCH), 12(4), 1-21.
  • Chen, J., Wu, X. & Lai, I. K. W. (2023). A Systematic Literature Review of Virtual Technology in Hospitality and Tourism (2013–2022). Sage Open, 13(3)
  • Comes, R., Neamțu, C., Buna, Z. L., Bodi, Ș., Popescu, D., Tompa, V. & Mateescu-Suciu, L. (2020). Enhancing Accessibility to Cultural Heritage Through Digital Content and Virtual Reality: A Case Study of The Sarmizegetusa Regia UNESCO Site. Journal of Ancient History and Archaeology, 7(3).
  • Coyne, L., Takemoto, J. K., Parmentier, B. L., Merritt, T. & Sharpton, R. A. (2018). Exploring Virtual Reality As a Platform For Distance Team-Based Learning. Currents in Pharmacy Teaching and Learning, 10(10), 1384-1390.
  • Dağ, K., Çavuşoğlu, S. & Durmaz, Y. (2024). The Effect of Immersive Experience, User Engagement and Perceived Authenticity on Place Satisfaction in The Context of Augmented Reality. Library Hi Tech, 42(4), 1331-1346.
  • Damala, A., Marchal, I. & Houlier, P. (2008). Merging Augmented Reality Based Features in Mobile Multimedia Museum Guides. Proceedings of the 3rd International Conference on Digital Interactive Media in Entertainment and Arts (pp. 210-216).
  • Demirezen, B. (2019). Artirilmiş Gerçeklik ve Sanal Gerçeklik Teknolojisinin Turizm Sektöründe Kullanılabilirliği Üzerine Bir Literatür Taraması. Uluslararası Global Turizm Araştırmaları Dergisi, 3(1), 1-26.
  • Dieck, M. C. T. & Jung, T. (2017). A Theoretical Model of Mobile Augmented Reality Acceptance in Urban Heritage Tourism. Current Issues in Tourism, 20(2), 154-174.
  • Evrard, Y. & Krebs, A. (2018). The Authenticity of The Museum Experience in The Digital Age: The Case of The Louvre. Journal of Cultural Economics, 42, 353-363.
  • Ferdani, D., Fanini, B., Piccioli, M. C., Carboni, F. & Vigliarolo, P. (2020). 3D Reconstruction and Validation of Historical Background For Immersive VR Applications and Games: The Case Study of The Forum of Augustus in Rome. Journal of Cultural Heritage, 43, 129-143.
  • Praničević, D, G. (2021). Augmented reality and virtual reality-based technology in cultural tourism. ENTRENOVA-ENTerprise REsearch InNOVAtion, 7(1), 307-314.
  • Grammatikopoulou, A. & Grammalidis, N. (2023). Artful—An AR Social Self-Guided Tour App For Cultural Learning in Museum Settings. Information, 14(3), 158.
  • Graziano, T. & Privitera, D. (2020). Cultural Heritage, Tourist Attractiveness and Augmented Reality: Insights From Italy. Journal of Heritage Tourism, 15(6), 666-679.
  • Huang, Y.-C., Backman, S. J., Backman, K. F. & Moore, D. (2013). Exploring User Acceptance of 3D Virtual Worlds in Travel and Tourism Marketing. Tourism Management, 36, 490-501.
  • Höllerer, T. & Feiner, S. (2004). Mobile Augmented Reality. Telegeoinformatics: Location-based computing and services, 21, 221-260.
  • Jung, T. & Dieck, M. C. T. (2018). Augmented Reality and Virtual Reality. In S. D. Peccei (Ed.), Tourism in the New Europe. London: Routledge.
  • Kaźmierczak, R., Szczepańska, A., Kowalczyk, C., Grunwald, G. & Janowski, A. (2021). Using AR technology in tourism based on the example of maritime educational trips—A conceptual model. Sustainability, 13(13), 7172.
  • Kysela, J. & Štorková, P. (2015). Using Augmented Reality As a Medium For Teaching History and Tourism. Procedia-Social and behavioral sciences, 174, 926-931.
  • Negruşa, A. L., Toader, V., Sofică, A., Tutunea, M. F. & Rus, R. V. (2015). Exploring Gamification Techniques and Applications For Sustainable Tourism. Sustainability, 7(8), 11160-11189.
  • Paulauskas, L., Paulauskas, A., Blažauskas, T., Damaševičius, R. & Maskeliūnas, R. (2023). Reconstruction of Industrial and Historical Heritage For Cultural Enrichment Using Virtual and Augmented Reality. Technologies, 11(2), 36.
  • Peters, M. (2018). Augmented Reality in Tourism: Bridging The Real and The Virtual. Journal of Tourism Studies, 29(2), 124-136.
  • Şalk, S. & Köroğlu, Ö. (2020). Turist Rehberlerinin Artırılmış Gerçeklik Uygulamalarına Yönelik Algılarının Belirlenmesi. Yaşar Üniversitesi E-Dergisi, 15(58), 313-328.
  • Sanfilippo, F., Blažauskas, T., Girdžiūna, M., Janonis, A., Kiudys, E. & Salvietti, G. (2021, October). A Multi-Modal Auditory-Visual-Tactile E-Learning Framework. In International Conference on Intelligent Technologies and Applications (pp. 119-131). Cham: Springer International Publishing.
  • Sertalp, E. (2017). Müzelerin Tanıtım Kitaplarında Artırılmış Gerçeklik (Ag) Teknolojisi Kullanımı: Ankara Anadolu Anadolu Medeniyetleri Müzesi Kitabı Örneği. Sanat Yazıları Dergisi, (36), 107-120.
  • Siddiqui, M. S., Syed, T. A., Nadeem, A., Nawaz, W. & Alkhodre, A. (2022). Virtual tourism and digital heritage: an analysis of VR/AR technologies and applications. International Journal of Advanced Computer Science and Applications, 13(7).
  • Silvestru, C. I., Ifrim, A. M., Oncioiu, I., Lupescu, M. E. & Ramido, S. (2021). AR & VR Marketing: when and where?. In Proceedings of the International Conference on Business Excellence (Vol. 15, No. 1, pp. 664-671).
  • Tavčar, A., Csaba, A. & Butila, E. V. (2016). Recommender System For Virtual Assistant Supported Museum Tours. Informatica, 40(3).
  • Timur, B. & Köz, E. N. (2022). Turizmde Sanal Gerçeklik ve Artırılmış Gerçeklik Çalışmaları Üzerine Sistematik Bir Literatür Taraması. Turizm Akademik Dergisi, 9(1), 233-251.
  • Tussyadiah, I. P., Jung, T. H. & Dieck, M. C. T. (2018). Embodiment and Presence in Virtual Reality Experiences: A Review. Journal of Tourism Research, 45(2), 227-236.
  • Vlahakis, V., Ioannidis, M., Karigiannis, J., Tsotros, M., Gounaris, M., Stricker, D. & Almeida, L. (2002). Archeoguide: An Augmented Reality Guide For Archaeological Sites. IEEE Computer Graphics and Applications, 22(5), 52-60.
  • Yovcheva, Z., Buhalis, D. & Gatzidis, C. (2013). Engineering Augmented Tourism Experiences. Annals of Tourism Research, 48, 173-189.
There are 33 citations in total.

Details

Primary Language English
Subjects Tourist Behaviour and Visitor Experience, Tourist Guidance, Tourism (Other)
Journal Section Research Article
Authors

Emrullah Cansu 0000-0002-9194-348X

Muharrem Tuna 0000-0001-5526-7122

Early Pub Date December 16, 2024
Publication Date December 30, 2024
Submission Date November 27, 2024
Acceptance Date December 16, 2024
Published in Issue Year 2024 Volume: 1 Issue: 2

Cite

APA Cansu, E., & Tuna, M. (2024). A Conceptual Review on the Usability of Augmented and Virtual Reality Technologies in Tourism. Sinop-E: Turizm Araştırmaları Dergisi, 1(2), 165-178.
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