Application of AR augmented Reality technology in tourism Industry - Dr. Liu Weixing
AR is short for Augmented Reality, which stands for Augmented Reality technology in Chinese. Augmented reality technology makes use of information network technology, sensing technology and computer vision recognition technology to superimpose computer-generated virtual objects (such as virtual THREE-DIMENSIONAL models, text, graphics, videos, hyperlinks, etc.) with real scenes perceived by human beings, which is a more realistic supplement. Users can use portable mobile terminals to watch the seamless "integration" of virtual environment and real environment.
With the rapid development of new media technology, AR augmented reality technology, known as the next universal technology of human-computer interaction, is being widely used in various fields. When AR technology is combined with the tourism industry that pays attention to the "real landscape", it is bound to produce a strong chemical reaction, which can create a more diversified scene content and more intuitive and shocking visual effect for tourists to visit the space, so that they can keenly feel the tourism sensory experience beyond the real time and space. At the same time, AR technology can also provide more value-added products and services for scenic spots.
Book a flight
Generally speaking, booking a flight is the first step in a journey. AR can find its ideal flight in the most unusual way. Using a smartphone or tablet, visitors can easily check whether the plane has enough legroom between seats and meets their ideal needs. It may seem like a hassle, but it will remove all your concerns and doubts about the flight, which will ensure your travel experience.
Break the Language Barrier
Augmented reality AR can help travelers overcome language barriers. Although before traveling abroad, we all have some corresponding preparations, but you still can not avoid the travel inconvenience caused by language barrier. For example, when you order food in a foreign restaurant, you will encounter some strange characters. If the use of augmented reality AR, then only need to point the camera at the text, can be a good solution to this problem. Visitors can also use AR technology to learn about local historical events and store opening hours.
Intelligent tour guide
The traditional tourism process is often led by the tour guide, tourists can only follow the team within a limited time according to a single, fixed travel route, listen to the tour guide's stylized explanation, which to some extent restricts the benign communication between tourists and tourism space, tourists also lack the real sense of interactive experience with scenic spots. For individual travelers with relatively free travel planning, they also face problems such as language barrier, unfamiliar scenic spots and inability to find the way. AR technology can make up for these shortcomings and become a customized integrated guide assistant for tourists, helping them solve all the problems during the journey and meeting the personalized and gamified travel needs of tourists anytime and anywhere.
AR intelligent tour guide can integrate spatial imaging and image recognition technology to provide instant tour services in scenic spots. Both human landscape and ecological landscape, the visitors can use mobile devices the App scans sight spots identification figure, by starting the AR server application system identification to capture the location of the marker, terminal screen in the observation of the park design good virtual synthesis model, accept the reality scene in the story of the unable to present information, In addition, you can click the relevant audio, pictures and other multimedia links to watch the propaganda videos of scenic spots, listen to the voice explanation, enjoy the pictures of scenic spots, and get the first-hand background information. In addition, AR technology can also mark dining, accommodation and shopping places around scenic spots in a panoramic manner based on the geographical location of tourists, and screen recommended places for tourists according to the big data of user comments, providing personalized and convenient information services.
Support cultural and creative products to stimulate the hematopoietic function of scenic spots
For tourists, buying cultural and creative products around scenic spots has always been an indispensable part of the tourism process. On the one hand, traditional tourism peripheral commodities, as the most powerful material carrier to convey the characteristics and cultural connotation of scenic spots, are always limited by the physical space and size of products, and are very monotonous and ordinary in content presentation and form packaging, and the interpretation of the depth and breadth of local culture is not in place. On the other hand, the cultural consumption concept of tourists has also begun to change to spiritual consumption. They are no longer satisfied with tourism products with ornamental function, but expect peripheral products with exquisite material value and additional diversified experience value.
Travel document and the product is the essence of knowledge content, and characteristics of the AR technology determine its can through the animation model, such as audio and video means to remould contents of visualization, visualization, digitization, static into dynamic, the 2 d plane products into more depth and extension of sense of three-dimensional, transformed unidirectional goods into a two-way interactive creative products, To strengthen the cultural attributes of tourism products, users can understand the cultural connotation of scenic spots more deeply, more multi-dimensional and more interactive, and consume the cultural value of products more democratically, easily and widely. Meanwhile, the brand image of scenic spots can be improved and the hematopoietic function of scenic spots can be enhanced.
Creative interactive marketing, vividly convey brand information
Scenic spots can also use AR marketing to do pattern promotion, create new marketing value, let the brand information more vivid and more popular. Vibrant Media found that 73% of consumers reported experiencing travel and vacation destinations in AR/VR ads, which were 600% more interactive, 700% more immersive, and 2,700% more brand recall than 2D ads. Visible, carrying AR technology of online and offline advertising as a new marketing mode, provides a new train of thought for scenic area marketing innovation, the traveling scenic area on the promotion of communication effect is very obvious advantage, so tourism advertising is actively embrace AR technology, try to bring new feelings and new experience for consumers.
AR augmented reality technology optimizes traditional marketing from three dimensions:
First, AR technology enables the brand promotion of scenic spots to go beyond the limits of graphic information, enriching the content and form of advertising, which is no longer a rigid brochure, but integrates pictures, audio, video, animation and other vivid expression techniques to convey brand information. Archiact's AR video for island tourism (see Figure 3), for example, allows you to experience islands anytime, anywhere.
Second, AR technology to help marketing effect accurate evaluation. AR advertising, based on digital technology and information technology, can more conveniently and objectively collect users' data and portraits and track their feedback and evaluation after watching advertisements, so as to more accurately evaluate the effect of advertisements. Third, AR technology compresses marketing steps and promotes sales ability. AR advertisement can directly build online shopping links, which effectively simplifies the consumption steps. Potential consumers can immediately complete the purchase behavior after watching the advertisement, which brings users into the marketing scene actively, arouses users' enthusiasm for shopping and improves their participation.
At present, the application of AR technology in the tourism industry is still in the preliminary exploration and experimental stage, and there is no mature APPLICATION of AR tourism products in the industry. The author believes that, along with the renewal of the mobile terminal hardware upgrade, AR algorithm gradually perfect, AR technology threshold and the reducing of the cost of development, scale, popularize the application of augmented reality products is the inevitable trend, the value of AR technology in tourism industry, not only confined to the above several aspects, there are more ground scene requires us to dig and idea, And summarize and improve in creation and practice.