The promotion and sale of a location as a tourist destination is known as destination marketing. This involves utilizing a variety of marketing techniques to highlight the unique characteristics and attractions of a destination, such as its cultural heritage, history, and natural beauty, with the aim of enticing visitors. To remain attractive to tourists, the tourism industry must continually invest in cutting-edge technologies, particularly those that are mobile-friendly. According to Fritz et.al.^[1], this poses a significant challenge for many destinations worldwide that lack sufficient funding opportunities. However, the advent of augmented reality has opened new possibilities for destinations to offer tourists a more immersive and captivating experience. By creating an AR app that superimposes virtual objects onto a visitor’s surroundings, a more engaging and immersive experience of the destination can be provided. A destination could create an AR scavenger hunt that encourages visitors to explore the destination and engage with its attractions. In the Belgian province of Namur, an augmented reality app played digital tour guide, with seven locations featuring commissioned artwork^[2] disrupting users’ viewfinder of the city. This type of campaign would provide visitors with a unique and memorable experience, while also promoting the destination’s unique features and attractions.

Utilizing augmented reality in destination marketing offers a significant advantage by presenting a location’s distinctive attributes in a more captivating way. According to Höllerer and Feiner^[3], the user interface should not only detect the user’s location but also offer relevant background information on the surrounding area. This can include virtual tours of historical landmarks, cultural festivals, and natural wonders. By offering a more engaging experience, destinations can differentiate themselves from competitors and attract a larger number of tourists. For instance, the city of Vienna^[4] has a tourist guide application that uses navigation to direct users to specific locations while also providing location-based information on nearby places that can be selected at their discretion.

Hassan and Shabani,^[5] suggest that augmented reality can serve as a valuable tool for delivering up-to-date information to visitors about a destination. For instance, a visitor could scan a historical building using an AR app, and the app would supply them with details about the building’s past, the importance of the location, and the ability to re-live events that took place there. Such an approach would enrich the visitor’s experience, helping them better understand and appreciate the destination. Moreover, this technology can also promote sustainable tourism^[6] by informing visitors about environmentally friendly practices and local conservation initiatives.

AR technology has the potential to facilitate interactive marketing campaigns at the national level. For instance, Portal AR^[7] is an app that enables users to immerse themselves in Scotland. By leveraging AR technology, destination promotion could be enhanced by providing potential visitors with an engaging experience, allowing them to explore and interact with the destination before making a booking decision. Customized recommendations based on the user’s interests and preferences could also be offered through an AR app to further enhance their experience and explore the destination in a more immersive and interactive way.

The utilization of augmented reality in the destination marketing industry comes with its own set of challenges^[8]. The primary hurdle is the requirement for a reliable and widespread network infrastructure to support the technology, which is currently hindered by low consumer demand^[9]. Other constraints include the cost of the technology, bulky form factors, and restricted fields of view. Additionally, AR necessitates a significant amount of data to be transmitted in real time, and the infrastructure must be capable of supporting this data transmission. The cost of developing AR technology is yet another challenge. Developing high-quality AR apps and experiences can be expensive, and many destinations may not have the financial resources to invest in this technology.

Destinations can differentiate themselves from their competitors and attract more tourists by using AR technology. AR has the potential to revolutionize the way in which destinations market themselves, as it provides a unique and interactive experience for tourists. Substantial barriers still need to be overcome, however AR has proved itself and appears to have a bright, bright future in Destination Marketing.

[1] Fritz, F., Susperregui, A., & Linaza, M.T. (2005). Enhancing Cultural Tourism experiences with Augmented Reality Technologies. The Eurographics Association.

[2] Lauren Grace Morris, “For This Belgian Festival, Digital City Invasion Is All About Connecting Design’s Dots”, 03 DEC 2018. Accessed at https://www.frameweb.com/article/for-this-belgian-festival-digital-city-invasion-is-all-about-connecting-designs-dots

[3] Höllerer, T.H., & Feiner, S.K. (2004). Mobile augmented reality (Chap. 9). In H Karimi & A. Hammad (Eds.), Telegeoinformatics:   Location-based computing and services.   London: Taylor & Francis Books Ltd. (01/2004).

[4] Cheverst, K., Davies, N., Mitchell, K., and Blair, G.  S.  (2000).  Developing a context-aware electronic tourist guide:  Some issues and experiences. Proceedings of ACM CHI’ 00, Netherlands.

[5] A. Hassan and N. Shabani, “Usability analysis of augmented reality for tourism destination image promotion,” in The Routledge Handbook of Consumer Behaviour in Hospitality and Tourism, S. K.Dixit, Ed.  Routledge, 2017

[6] Tseng-Lung Huang and Ben S.C. Liu, “Augmented Reality is Human-like: How the Humanizing Experience Inspires Destination Brand Love”, Technological Forecasting and Social Change Volume 170, September 2021, 120853

[7] Progressive Scotland, accessed at https://www.scotland.org/live-in-scotland/progressive-scotland

[8] Egger, R., Neuburger, L. (2022). Augmented, Virtual, and Mixed Reality in Tourism. In: Xiang, Z., Fuchs, M., Gretzel, U., Höpken, W. (eds) Handbook of e-Tourism. Springer, Cham. https://doi.org/10.1007/978-3-030-48652-5_19

[9] Nicole Garrison, “Why Haven’t AR and VR Changed Our Lives Yet? 5 Barriers to Adoption”, ARPost, November 17, 2019. Accessed at https://arpost.co/2019/11/27/ar-and-vr-changed-our-lives-5-barriers-adoption/

Post-Traumatic Stress Disorder (PTSD) is a mental health condition that can develop after a person experiences a traumatic event such as a natural disaster, combat, or sexual assault. The symptoms of PTSD can include re-experiencing the traumatic event through flashbacks or nightmares, avoidance of triggers related to the event, and increased arousal and anxiety.

Globally, it is estimated that up to 1 billion children aged 2-17 years, have experienced physical, sexual, or emotional violence in the past year.¹

Traditional PTSD treatments include exposure therapy, cognitive-behavioral therapy, and medication. However, these treatments can be challenging for some patients, as they may involve reliving the traumatic event and confronting their fears. Augmented Reality (AR) is a new and innovative approach to PTSD treatment that offers an alternative way to treat the condition.

AR technology can be used to create virtual environments that simulate real-life situations, allowing patients to gradually confront their fears and triggers in a controlled and safe setting. For example, an AR application might simulate a war zone for a veteran with combat-related PTSD², allowing them to practice coping strategies in a virtual environment before facing similar situations in real life. This approach can be less intimidating and more engaging for some patients, as they are able to control the pace and level of exposure to their triggers.

In addition to exposure therapy, AR can be used to deliver other forms of therapy and treatment, such as cognitive-behavioral therapy. For example, an AR application might use visualization and guided meditation to help patients reframe negative thoughts and beliefs related to their traumatic experience. This type of therapy can be particularly useful for patients who struggle with intrusive thoughts and emotional distress related to their PTSD.

Another potential benefit of AR for PTSD treatment is accessibility. Traditional exposure therapy and other forms of therapy can be costly, time-consuming, and difficult to access, particularly for individuals living in rural or remote areas. AR technology is portable, can be used in a variety of settings, and is often less expensive than traditional therapy. This makes AR a potentially valuable tool for delivering PTSD treatments to individuals who may not otherwise have access to care.

Despite the potential benefits of AR for PTSD treatment, more research is needed to fully understand its effectiveness and limitations. Initial studies suggest that AR is a promising approach to treating PTSD, but further research is needed to determine the long-term effects and to identify the best ways to integrate AR into existing treatment plans.

In conclusion, AR technology has the potential to revolutionize the way we treat PTSD and other mental health conditions. By allowing patients to gradually confront their fears and triggers in a controlled and safe setting, AR has the potential to be a valuable tool for delivering accessible, engaging, and effective PTSD treatments. Further research is needed to fully understand the effectiveness and limitations of AR for PTSD treatment, but the early results are promising, and the technology has the potential to change the lives of many individuals struggling with PTSD.

1. S. Hillis, J. Mercy, A. Amobi and H. Kress, “Global Prevalence of Past-year Violence Against Children: A Systematic Review and Minimum Estimates”, Pediatrics, vol. 137, no. 3, Mar. 2016.
2. L. Chang, A. Cassinelli and C. Sandor, “Augmented Reality Narratives for Post-Traumatic Stress Disorder Treatment,” 2020 IEEE International Symposium on Mixed and Augmented Reality Adjunct (ISMAR-Adjunct), Recife, Brazil, 2020, pp. 306-309, doi: 10.1109/ISMAR-Adjunct51615.2020.00086.

The use of technology in museums has significantly impacted the way visitors interact with exhibits and learn about history, science, and culture. One area in which technology is increasingly being used is in the creation of interactive games and exhibits using augmented reality (AR) and virtual reality (VR). These technologies allow visitors to experience exhibits in a more immersive and interactive way. For example, an exhibit on ancient Egypt could use VR to transport visitors to the pyramids and allow them to explore the ruins as if they were actually there. AR, on the other hand, can be used to overlay digital information on top of physical artifacts, providing additional context and information to visitors. With AR, museums can provide additional context and information about exhibits, making the learning experience more interactive and engaging.

• The British Museum in London has an AR app that allows visitors to explore the museum’s ancient Egyptian collection. The app uses image recognition to recognize exhibits and overlay information about the artifacts, including 3D models of the artifacts.
• At Heroes and Legends, augmented reality brings holograms of astronaut royalty to life. The entire exhibit is dedicated to the men and women at the heart of America’s space program when it was just beginning. Interactive pieces located throughout the building allow early astronauts and NASA legends to tell their stories.
• Smithsonian’s oldest museum hall is officially enhanced with new technology in the Skin & Bones exhibit. The Bone Hall still has many of the original skeletons, but now guests can use an app to overlay skin and movements onto the bones.
• The National Museum of Emerging Science and Innovation in Japan has an AR exhibit that allows visitors to explore the deep sea. The exhibit uses AR to overlay digital information on top of physical models of sea creatures and provide visitors with an interactive experience.
• The Museum of Science and Industry in Chicago has an AR exhibit that allows visitors to explore the history of transportation. The exhibit uses AR to overlay digital information on top of physical models of transportation and provide visitors with an interactive experience.

Another example of technology being used in museums is in the creation of interactive games and quizzes. These can be used to engage visitors and make the learning experience more fun and interactive. For example, a museum could create a game where visitors have to solve puzzles related to the exhibits in order to progress through the museum. This not only makes the experience more engaging but also helps visitors retain the information they learn.

One of the main ways in which AR is used in museums is through the use of mobile apps. Museums can create mobile apps that visitors can download and use while they are in the museum that provide visitors with information about the exhibits, interactive tours, and games. These apps can use the camera on a visitor’s smartphone or tablet to recognize specific exhibits and overlay digital information on top of them. For example, an app could use image recognition to recognize a painting and then overlay information about the artist and the historical context of the painting. For example, an app could use GPS to provide visitors with information about the exhibits they are currently near or allow visitors to scan QR codes on exhibits to access additional information. QR codes have been around for more than 25 years. Museums can place QR codes on exhibits, which visitors can scan with their smartphones to access additional information and interactive experiences. For example, a QR code placed on an ancient artifact could lead to a virtual tour of the excavation site where the artifact was found.

“We do have to be careful about how we’re using them,” said Sarah-Jane Harknett  Outreach Organiser, Museum of Archaeology and Anthropology and Visitor Engagement Project Coordinator, University of Cambridge Museums at DataFest 2021. “There’s a temptation to use these to link to the website where we just dump all data that didn’t make it onto the label. In previous tracking and surveys that we’ve done in UCM, we can see that we need to make sure that we’re not just using technology as a place to put everything that didn’t make the cut without careful curation, and looking after that data.”

The use of technology in museums also has the potential to reach a wider audience. Virtual tours and online exhibits can be accessed from anywhere in the world, making it possible for people who are unable to physically visit the museum to still learn about its collections. AR can also be used in museums to improve accessibility for people with disabilities. AR can be used to provide audio descriptions or sign language interpretation for exhibits, making the museum more accessible for people who are blind or deaf.

However, it’s important to note that the use of AR in museums also raises some concerns. One of the main concerns is the risk of visitors becoming too focused on the digital information provided by AR and missing the physical exhibit. Another concern is the potential for AR to create a disconnect between the visitor and the physical exhibit, as the visitor may feel more like a spectator than an engaged participant.

The use of AR in museums is an innovative way to enhance the visitor experience and make the learning experience more interactive and engaging. Technology is helping museums to make the learning experience more engaging and accessible to a wider audience. From mobile apps and QR codes to immersive and interactive exhibits, AR is helping museums to provide additional context and information about exhibits and improve accessibility for people with disabilities. However, it’s important for museums to consider the potential drawbacks of AR and strive to strike a balance between the digital and physical aspects of the visitor experience.