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1. AN ENHANCED BOOKING EXPERIENCE
After years of incubation, AR is already revolutionising the publishing industry today. Readers of the Enquire magazine,
Popular Science, or Time can view additional multimedia content by pointing their smartphone towards specific pages.
This new breed of next-generation advertising could be applied as well to tourism catalogues, brochures, pamphlets,
flyers and any other type of paper-based promotion materials. Hotels, casinos, theme parks but also special events or
virtual roller-coaster trips could come to life to provide a better sense and impression of what the customer is buying. In
fact, AR systems can exert a tremendous persuasive power and provide a lucrative opportunity to market services
successfully – a feature which is still under utilised in the tourism and hospitality industry.
The most successful examples were developed by the Saint Petersburg Clearwater Bureau that used AR to offer a
cutting-edge 3D experience to potential tourists. Named “Two Treasures 3D Tour” (above), the experience features a
virtual tour guide which can be viewed on a desktop video camera at home. The experience features a virtual tour guide
and provides a persuasive and interactive preview of the world famous beaches and museums.
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2. MUSEUM INTERACTIVITY
AR provides a compelling educational environment. In fact, education is one of the areas which have benefited the most
from AR since the technology provides a tangible interface which stimulates both mental and motor activities through an
intuitive interaction with unfamiliar content. Educationally rich visits and visitor engagement is also one of the most
important factors in the tourism industry and AR has huge potential to actively involve tourists in learning about and
experiencing various museum settings and artefacts like never before.
Most recently, interactive digital storytelling techniques have been applied to museum settings to increase their
educational potential. For example, the Digital Binocular Station (DBS), makes the static contents of a museum come to
life, leading to an interactive, dynamic and interesting adventure which increases visitor retention time and return visits
(shown below).
AR installations in museums can also simulate otherwise impossible experiences, as they are able to revive extinct
animal species, worn-out frescos or fragmented cultural artefacts.
Above: A view from the Digital Binocular Station in the Canterbury Museum (NZ). The man shown in the picture is a
virtual human who moves and interacts with the visitor, accompanied by a narrator voice and music.
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3. AR BROWSERS IN THE DESTINATION
Amongst the many AR smartphone applications, AR browsers enjoy the biggest popularity. Many of them claim to have tourism-
related functionalities. An AR browser suited for the needs of tourism enriches the real-world with interactive virtual information that
allows visitors to unfamiliar locations to identify the most important and interesting points of interest and learn more about their
surroundings.
Probably the most successful and interesting example is the stand-alone smartphone application Yelp (shown below), which added
AR view to provide an augmented view to its users.
Above: The augmented view provided by the smartphone application Yelp.
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4. RESPONSIVE EXPERIENCE THROUGH GAMING
AR games have been instrumental in promoting physical activity by leveraging real-world locations and objects as part of
a more immersive gameplay. Considering the flexibility and high customisation of virtual information, different scenarios
can also be applied to the tourism domain. As a matter of fact, location-based AR games have already proven motivating
and engaging for tourists. One interesting example is TimeWarp.
This AR outdoor game, developed by researchers at the Applied Information Technology Institute (Sankt Augustine,
Germany), allows tourists to walk around the city of Cologne in Germany, “jumping” through time portals and
experiencing different historic and future events. Unlike the fictional gameplay offered by ARQuake and its successors,
the main objective of TimeWarp was to encourage gamers to “interact with the city and to experience its temporal
changes” (below). Evaluations showed that tourists describe the experience as fun, new and realistic.
Above: A screen capture from the interactive AR game TimeWarp
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5. AUGMENTED SERVICES IN THE RESTAURANT
A similarly impressive example is the collaborative AR experience offered at the Inamo restaurant in London (UK)
(below). The AR experience is based on projective AR technology.
Customers are able to interact with the tabletop and select their own table theme, order items from multimedia rich menu
or see a live video-feed from the kitchen. Such augmented surfaces leverage the abundance of tables and walls, seen
as canvases, in order to provide both a physical collaborative space and an interactive computer display of virtual
information.
Above: The interactive AR experience at the Inamo restaurant in London
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6. RE-LIVING HISTORIC LIFE AND EVENTS
Re-creation of ancient temples and historic buildings is a topic that lends itself naturally to AR with a number of
developed prototypical and commercial systems. The first cultural heritage site that benefited from an
augmented virtual reconstruction of an ancient temple was Olympia in Greece, where researchers developed
the ArcheoGuide AR system. By using Layar, virtually any tourist can point their phone now towards the
original location of the Berlin Wall (Figure 6) and see its virtual representation as a realistic 3D model.
Above: By using the Layar smartphone application, any tourist can view a virtual 3D model of the Berlin Wall at its original location in
Berlin.
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7. THE AUGMENTED REALITY HOTEL EXPERIENCE
Personally augmented experiences can expand the whole visit to a new destination. While a particularly suitable setting
for enhanced AR experiences, hotels have been lagging behind in harnessing the true potential of the technology.
The best practice example was developed by Holiday Inn, announced the first Augmented Reality hotel. Guests can use
their smartphone devices to see the virtual Olympic and Paralympic athletes at the reception, hall or in their own hotel
room as if they were right there (below).
Above: The Holiday Inn AR experience
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8. AUGMENTED TRANSPORTATION
AR systems are ideal tools that could guide tourists through unfamiliar environments. Navigation and wayfinding was
one of the first application areas for AR. Augmented displays have the potential to reduce the mental effort required for
both pedestrian and auto navigation.
AR can show virtual paths and directional arrows to facilitate both indoor and outdoor pedestrian and auto navigation. An
excellent example is the smartphone application the Nearest Tube (below) which displays the route to underground
stations from the current location of the user in London.
Above: The Nearest Tube augmented reality application allows visitors to easily find the nearest underground station in
London.
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9. AUGMENTED REALITY TRANSLATION
Navigation and exploration of unfamiliar environments could be significantly influenced by the lack of clear translation of
foreign language signs and instructions. Apart from street signs, AR applications could provide real-time immediate
translation of written text on dinner menus, train schedules and newspapers headlines from a foreign to the native for the
user language.
Word Lens (below) and Intelligent Eye are two smartphone commercial applications which showcase this potential. Both
overlay translated text over the original text the device is pointed to.
Above: The application Word Lens overlays translated phrases on top of their real-world counterpart.
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