Using AR & VR to promote cultural involvement

Fostering destination brand love develops psychological ownership among both residents and tourists that can guide individuals to see themselves as environmental protectors.

Augmented reality (AR) and virtual reality (VR) are some of the newest tools to encourage responsible travel. One way DMOs can use AR and VR is to showcase local cultures, traditions, and attractions that promote cultural involvement, motivating consumers to identify with the cultural offerings of a destination. A study by Samaddar and Mondal (2024) demonstrated that cultural involvement is a significant factor in promoting responsible behavior among tourists. Their research highlights the significance of embracing technology in tourism while creating marketable tourism products to sell digital tour packages to a larger audience, breaking through the limitations of physical tours. DMOs can use these technologies to educate tourists about the importance of preserving the local environment and culture. By utilizing AR & VR, DMOs can offer immersive experiences that allow tourists to engage with the cultural and environmental aspects of a destination before and during their visit. This can lead to more conscious and responsible behavior, as tourists become more aware of the local culture, environment, and social norms.

The study can be found here.

Samaddar, K. and Mondal, S. (2024), “AR and VR-based travel: a responsible practice towards sustainable tourism”, International Journal of Tourism Cities, Vol. 10 No. 1, pp. 105-128. https://doi.org/10.1108/IJTC-05-2022-0135