First Things First: What Are Immersive Technologies?

Immersive technologies are an extensive range that lie within the Reality-Virtuality spectrum.

The extent to which immersive technology content blend with the physical world define their position on the spectrum. AR, MR and VR create different effects, which result in different extents of immersion and imposing information onto the physical environment.

Immersive technologies are an extensive range that lie within the Reality-Virtuality spectrum. The extent to which immersive technology content blend with the physical world define their position on the spectrum. AR, MR and VR create different effects, which result in different extents of immersion and imposing information onto the physical environment.

In general, AR technology predominantly imposes visual information onto the real world. Different AR modalities, such as location-based or projection-based, generate an additional layer of information. VR sits on the other end of the spectrum as to AR. However, VR immerses the user into another environment, a virtual space created by computer imageries. The better the quality of computer imagery and the more natural user interactions embedded in VR are, the better the experience.

Why use immersive technologies?

Audience and Participation in digital transformation

Audience engagement is evolving. As circumstances change globally, innovative methods are needed to keep the audience engaged and interested in tourism. By adopting digital trends, DMOs can reach broader social-demographic audiences, for example, the digital native generation. With digital practice and marketing, destinations bring the experience to end-users via their handheld devices. Digital appliances such as smartphones or tablets become the prime touchpoints where DMOs can introduce themselves and initiate experiences. As digitalisation is already an established practice in many tourism sectors, successful and competitive digital transformation requires innovative methods to create unique and memorable experiences.

Whilst digital transformation shapes, constant re-purposing and re-adopting is required to respond to contemporary challenges. For example, at the start of the Covid-19 pandemic, indoor destinations closed. The continuity of the destinations’ services depended on the degree of their digital presence. While most destinations have an online platform, only particular ones offer experiences digitally. Therefore, the World Tourism Organisation (UNWTO) proposes that the tourism industry has to come up with an immediate response to changes to continue to practice and recovery solutions to keep up with the transformation in the industry later. In future articles, we will look at some of the trending implications of digitalisation in tourism. Also, we will discuss the design and functionality of the technologies in further detail in the coming weeks.

Key Takeaways

Published on:
September 2021
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