Extended Reality in Tourism – Enhancing Travel Experience

The eXtended Reality (XR) family includes virtual reality (VR), augmented reality (AR), and mixed reality (MR). These technologies are changing the way people experience the world around them.

eXtended reality in tourism is helping navigate foreign cities and get the most out of their holidays. It is also allowing them to try out different excursions on offer before they book their trip.

eXtended Reality technology is revolutionizing the way people travel and experience the world. With the help of XR technology, tourists are able to navigate foreign cities with ease and try out different excursions before making a final decision. This technology is not only beneficial for travelers but also for tourism professionals, as it can be used to improve marketing efforts and increase revenue.

Virtual Reality

Virtual reality (VR) offers numerous travel experience benefits to both travelers and tourism professionals. For example, hotels can offer VR tours of their properties so visitors can see and feel what it would be like to stay there. Real estate developers can use VR to show prospective tenants what their property will look and feel like before signing a lease agreement.

VR can also be used to simulate dangerous situations, which is useful for a variety of training purposes in the health and safety industries. Firefighters, pilots, and astronauts can learn how to deal with extreme or dangerous conditions using a safe and realistic VR simulation.

Virtual reality

In addition, VR can be beneficial for students in education. It is a great way to engage learners in practical activities, such as analyzing chemical reactions, conducting experiments, or creating models. Moreover, it is a great tool for teaching and learning soft skills such as communication, cooperation, and negotiation.

However, some VR applications can be addictive and cause a temporary sense of isolation. It is therefore important to avoid these negative effects and design VR tourism experiences that are enjoyable to people.

The main contribution of this study is that we have uncovered the effect of VR on mental imagery, which can generate positive hedonic expectations. This is particularly interesting because it is a key factor in affective forecasting, which influences consumers’ decision-making process.

Specifically, we have found that VR has a positive impact on affective forecasting when individuals are experiencing low levels of prior experience with a destination.

This can be a critical boundary condition in the relationship between VR and consumers’ behavioral intentions and purchase decisions, as high-experienced participants were more susceptible to the negative contrast effect of VR than low-experienced participants.

This can be useful for destination managers in designing their VR strategies, as they should consider the level of prior experience with a specific destination when promoting it with this technology.

Another benefit of VR is that it is an effective marketing tool for destinations and tourism businesses. It can be used to help sell rooms, flights, and other travel products based on the immersive experiences that a person will enjoy when they visit a particular location. This is a great way to attract and retain customers, and it can help to increase revenue.

Augmented Reality

Augmented reality in tourism is a great way to enhance the travel experience. It enables users to get more information about a location by using their smartphones. This can include things like restaurants, bars, landmarks, and more.

In addition to this, AR can also help customers find their way around a new place by providing them with directions. This can make navigating a new city much easier and safer.

augmented reality

When it comes to augmented reality, the main focus is on providing customers with information in real time. This will allow them to locate the best restaurants, bars, and sights in a city without having to search for them.

Adding to this, the technology can also be used to translate signs and notes into a foreign language. For example, if a tourist is from France and needs to understand a map in Spanish, they can use an AR app that can provide them with real-time translations.

It is also possible to create a tour for tourists that will be customized and personalized. This will allow them to choose their own style of narration, and it will cover the topics they are most interested in.

In addition, many hotels and tourist agencies are already integrating augmented reality technology into their operations. This can include things like putting AR-compatible wall maps in their rooms to help travelers find their way around the hotel.

This is a great way to improve the experience of your customers and increase bookings. It can also be used to provide virtual tours of hotels or test drive excursions.

The US Army Synthetic Training Environment is a good example of how the military is utilizing augmented reality to train soldiers. This tool allows for remote training, which reduces travel costs and increases efficiencies.

Another way that AR can enhance the travel experience is by providing updated information on transport, restaurants, and museums. This can be particularly useful when travelers are traveling on a budget or have limited access to information.

For students, it is also possible to use augmented reality apps to learn about different cultures and history. This can be particularly helpful when you’re unable to visit the location of an important event or museum in person, as it is a great way to gain a deeper understanding of the subject.

Mixed Reality

If you’re planning to visit a new destination, mixed reality is the perfect way to immerse yourself in your chosen location. This technology can help you to plan your trip and choose the best places to stay, as well as give you a realistic experience of the environment.

A headset forms a visual screen that follows the user’s gaze, allowing them to interact with digital content and virtual objects in their surroundings. The technology also uses deep learning algorithms to align digital content with the physical world.

mixed reality

This type of technology can be used by businesses to communicate with customers in a more immersive manner. MR can also be used to train employees in a more hands-on way. It also helps to reduce language barriers, making it easier for people in different parts of the world to work together.

As a result, augmented reality has become very popular in the tourism industry. This is because it allows travelers to take part in experiences that they wouldn’t otherwise be able to afford.

For example, travel agencies can create a virtual hotel tour that users can experience before booking their holidays. This is a great way to engage with potential customers and increase bookings.

Another interesting application of AR is to use it as a virtual guide, helping visitors to navigate their way around a new city. Tourists can also be given a virtual tour of their favorite attractions, museums, and monuments.

The tourism industry has taken up the use of augmented reality in recent years to improve the experience of its customers and increase conversions. For example, tourists can book a virtual hotel room through an interface that works in virtual reality and offers them a 3D view of the rooms.

These technologies are now widely used in the tourism industry and can be a valuable tool for companies to gain a competitive edge. This is especially true in a competitive market, where it’s often harder to stand out and win the attention of potential customers.

The term “mixed reality” was first introduced in 1994 by Paul Milgram and Fumio Kishino in a paper called “A Taxonomy of Mixed Reality Visual Displays”. It’s a continuum that includes both VR and AR, which are technologies that blend the real world with the virtual one.

eXtended Reality in Tourism Through Artificial Intelligence

Artificial intelligence is an essential tool for the hospitality industry to help businesses deliver a superior customer experience. It helps to improve and optimize every facet of business management, including marketing, sales, customer service, and operational decision-making.

Currently, AI is being used for a wide variety of tasks, and one of the most popular use cases is in the realm of online customer support. This allows customers to get answers or information instantly and efficiently without having to speak with a human.

Artificial Intelligence

Another popular use case is to prevent fraud by analyzing data from various sources. This allows companies to identify trends in tactics and behaviors, which can help deter fraudulent activities.

For example, if a company sees that a particular customer is being charged excessively for a hotel room, they can use AI to determine which steps in the booking process are most difficult to follow and optimize those processes accordingly. This can improve customer satisfaction and sales and boost their loyalty to the brand.

Some travel companies have also started implementing voice assistants to enhance the customer service experience, especially in hotels. This is a great way to cut costs by cutting the need for staff, and it can also ensure that customers can ask questions quickly and easily.

This is an important step in the AI journey, and it will allow companies to create personalized experiences for each customer that make them feel valued. This can be done by focusing on their unique preferences and using data to provide personalized recommendations, advertising, and offers.

As a result, travel companies can increase their customer loyalty, improve sales and enhance their profit margins with the help of AI. This is because happy customers are more likely to buy from a company again and recommend it to their friends.

Similarly, hotels can utilize AI to improve customer service by providing customers with a more personal experience. This can be done by incorporating AI technology into their reception desks and providing information to guests in real time via speech recognition.

Another way that hotels can use AI is to implement robots into the front office. These robots can be programmed to greet guests, assist them with their luggage, and perform other basic tasks. They can also offer a range of services to improve the guest’s stay, such as suggesting leisure activities and recommending local restaurants.


eXtended Reality offers endless opportunities for enhancing the travel experience. Virtual reality provides a unique way for travelers to preview a property, experience dangerous situations in a safe environment, and make informed decisions.

Augmented reality makes navigation and finding information easier, while mixed reality offers an immersive experience of a destination before visiting.

With the advancements in technology, XR has become a valuable tool for tourism businesses and travelers alike. Whether it’s for training purposes, marketing efforts, or a more immersive experience, XR has the potential to transform the way we travel and experience the world.