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Augmented Reality Segmentation in Tourism

XR, especially augmented reality, has been discussed in tourism for a long time. We looked at how tourists evaluate certain use cases and to what extent the evaluation differs between different groups of people. Tourism managers developing an augmented reality strategy may find these findings helpful.

The core findings of our study are:

Segmentation based on demographics is not particularly helpful. Tourism motives and prior knowledge of AR, on the other hand, are better at explaining differences in AR adoption
The “Explorers” segment is most positive about AR.
Among the use cases, virtual guides are the most popular
Apps on one’s own smartphone are most popular, followed by web AR, borrowed device and smart glasses (but this may be because many tourists are not yet familiar with AR)

Augmented Reality Strategy in Tourism

For tourism managers, we offer a few questions at the end of the chapter for inspiration. These can be worked out in workshops, for example. By the way, we also offer such workshops – if you are interested, please contact us! At this point I also refer to our paper on the basics of Augmented Reality / Virtual Reality, which is available for free download.


Why didn’t the paper come out until now? Good question. It was accepted in June 2021 (!) after peer review and I remember we submitted it in 2020. For a book chapter, that’s an amazingly long time.

Schein, K.E., Herz, M., Rauschnabel, P.A. (2023). How do Tourists Evaluate Augmented Reality Services? Segmentation, Awareness, Devices and Marketing Use Cases. In: Nee, A.Y.C., Ong, S.K. (eds) Springer Handbook of Augmented Reality. Springer Handbooks. Springer, Cham.

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