Opinions: 

Travel Tech

Tokyo’s aquarium is among the biggest attractions in the city and is therefore well-known by locals and visitors. However, the aquarium faces major competition from other attractions that are more hip and young than the aquarium. This is a major problem for Tokyo’s aquarium and the attraction decided to react by finding a new, innovative way of getting people back to the tourism attraction and visiting the aquarium (Marketing Unwired 2013).

APP TO LURE PEOPLE IN

Tokyo Aquarium decided that an application would be the most efficient solution to lure people into the aquarium. A GPS system was created that featured the aquarium’s most popular ambassadors - penguins. When consumers are using the app, augmented reality penguins are appearing on the screen, leading the way and indicating the direction to the aquarium.

Tokyo’s aquarium invested into advanced motion capture technology to ensure that the augmented reality penguins move the same way as real penguins would do. The fact that AR penguins are leading the way to the aquarium is already entertaining to watch and can capture visitors and travellers and guide them to the aquarium.

OUTCOMES

Interestingly, Tokyo’s aquarium achieved a dramatic increase of visitors to the aquarium through the use of the AR penguins in the app. Through the AR penguin app, the aquarium experienced an increase in visitors by 152% compared to the previous month. This demonstrates the great success of innovative use of technologies that are available but can be used to enhance the tourism experience in a tourism related context. However, making the app also involved costs and work which also need to be taken into consideration, when thinking about how apps or innovative use of technologies could help your destination or attraction.

It is important to look at this example also with a critical eye and aim to find ways in which similar outcomes can be achieved without having to invest heavily into an app or other technologies, as budgets for tourism destinations and businesses are often tight and not every business or destination can have an AR penguin app.

Discussion

comments powered by Disqus

More from #DTTT

  • In May we present:
    Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board

    Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.

  • In May we present:
    Meet…Kevin Wright from Travel Oregon

    In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]

  • designing signature experiences
    In May we present:
    Meet…Gloria Loree from Destination Canada

    We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.

    #brand experiences #destination canada #brand narrative #brand stories
  • In May we present:
    Meet…Daniel Bury VR Filmmaker

    Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.

    #VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
  • In May we present:
    5 Reasons Why to Visit #DTTTCampus 2019

    In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.

    #dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
  • influencer experiences
    In May we present:
    Meet…Paul Kubalek – Digital Media Manager at Saalbach Hinterglemm

    Paul will be joining us at #DTTTCampus alongside a panel of other DMOs to talk about working with influencers, the story behind the ‘Storybase’ campaign and the kind of results they’ve seen since this campaign began.

    #influencer experiences #storybase #influencer marketing #influencer
Show more
-->
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge