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    Hospitality and Tourism Industry: Augmented Reality in Marketing

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    Donna Macatangay
    This document discusses five marketing trends that may influence future tourism and hospitality marketing practices: 1) Augmented reality technology can enhance tourist experiences and destination marketing by adding digital content to the physical world. 2) Virtual reality will change destination promotion by providing potential tourists immersive experiences of destinations. 3) Viral marketing through social media has become mainstream due to the power of word-of-mouth recommendations spreading exponentially on social platforms. 4) Targeting consumers' minds and spirits through experiences that fulfill their motivations for meaning and spirituality. 5) Building brand integrity to target consumers' spiritual needs in addition to brand identity and image.

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    © All Rights Reserved
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    Hospitality and Tourism Industry: Augmented Reality in Marketing

    Uploaded by

    Donna Macatangay
    34 views2 pages
    This document discusses five marketing trends that may influence future tourism and hospitality marketing practices: 1) Augmented reality technology can enhance tourist experiences and destination marketing by adding digital content to the physical world. 2) Virtual reality will change destination promotion by providing potential tourists immersive experiences of destinations. 3) Viral marketing through social media has become mainstream due to the power of word-of-mouth recommendations spreading exponentially on social platforms. 4) Targeting consumers' minds and spirits through experiences that fulfill their motivations for meaning and spirituality. 5) Building brand integrity to target consumers' spiritual needs in addition to brand identity and image.

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    MACATANGAY_J2B.pdf

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    This document discusses five marketing trends that may influence future tourism and hospitality marketing practices: 1) Augmented reality technology can enhance tourist experiences and destination marketing by adding digital content to the physical world. 2) Virtual reality will change destination promotion by providing potential tourists immersive experiences of destinations. 3) Viral marketing through social media has become mainstream due to the power of word-of-mouth recommendations spreading exponentially on social platforms. 4) Targeting consumers' minds and spirits through experiences that fulfill their motivations for meaning and spirituality. 5) Building brand integrity to target consumers' spiritual needs in addition to brand identity and image.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    34 views2 pages

    Hospitality and Tourism Industry: Augmented Reality in Marketing

    Uploaded by

    Donna Macatangay
    This document discusses five marketing trends that may influence future tourism and hospitality marketing practices: 1) Augmented reality technology can enhance tourist experiences and destination marketing by adding digital content to the physical world. 2) Virtual reality will change destination promotion by providing potential tourists immersive experiences of destinations. 3) Viral marketing through social media has become mainstream due to the power of word-of-mouth recommendations spreading exponentially on social platforms. 4) Targeting consumers' minds and spirits through experiences that fulfill their motivations for meaning and spirituality. 5) Building brand integrity to target consumers' spiritual needs in addition to brand identity and image.

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    BEST PRACTICES OF MARKETING FOR

    HOSPITALITY AND
    TOURISM INDUSTRY
    By: Shangzhi Improvised Donna Elaine O.
    Research Charles Qiu by: Macatangay
    Assitant Purdue Tourism
    & Hospitality
    at: Research Center Section: J2B

    Marketers in the tourism and hospitality field are trying their best
    to keep up with the most fashionable practices in marketing. At
    the same time they eager to learn from the best practices in
    other industries, struggling with matching the popular stuff with
    the unique characteristics of hospitality products. But, under the
    influence of social media, convergence of virtual and physical
    experience, and rise of creative society, practitioners have
    identified five marketing trends that may significantly influence
    future tourism and hospitality marketing practices.

    AUGMENTED REALITY IN
    MARKETING
    AR technology has already been used in
    Augmented Reality (AR) technology could improving tourist experience, particularly
    bring valuable opportunities for adding entertaining elements to the journey.
    destination marketing. AR is a view of the AR technology will play a critical role in
    physical world with additional information. fulfilling this goal by bringing a new concept of
    Examples include a screen that could show experience to consumers so that the work of
    a camera feed with digitally generated experience creation will be redirected. Tourism
    content, and a mobile app that connects marketers will also need to reconsider or even
    the physical objects to digital content. redefine the experience that destination
    Attractions can also utilize this platform to offerings can provide. In the future, the AR not
    increase its awareness. just enhances the visitor guide experience,
    but also adds fun to the trip.

    VIRTUAL REALITY IN
    MARKETING
    Application of VR will change the future of Williams and Hobson's (1995) research revealed that
    destination promotion since potential tourists touristic VR environments have great influence on tourists'
    planning behavior due to enhanced interactive experience
    will have a more direct experience about the
    and the feeling of immersion. In addition, VR technologies
    tour than just reading other tourists' narratives in combination with multimedia can aid destination
    or watching videos and photos. Virtual Reality marketers in creating memorable experiences. Huang et
    (VR) is an immersive experience. The sense of al.'s (2016) study indicated that VR touristic environment
    leads to higher travel intention because of greater
    sight is very important in tourism, where a lot of
    perception of autonomy, competence and relatedness
    experiences depend on visual stimulation of the users. As this technology is gradually applied
    (Guttentag, 2010). This feature makes across different domains of personal life and commercial
    simulation of real world particularly valuable for activities, it will become a popular marketing tool for
    destination promotion. tourism marketing practitioners in the coming decades.

    VIRAL MARKETING
    THROUGH SOCIAL MEDIA
    Viral marketing has become a mainstream
    First, viral marketing is based on the power of
    marketing tool used by multinational
    word-of-mouth (WOM). It is commonly
    enterprises in different industries, including
    recognized that WOM is much more effective
    Nike, Unilever, and Volkswagen. The recent
    than advertising in changing consumer's attitude
    trend toward viral marketing also has been
    and purchasing behavior and consumers are
    fueled by the growing popularity of social
    more inclined to accept information from social
    media (Schulze, Schöler, & Skiera, 2014).
    sources than from commercial sources (Smith et
    Theories in social psychology and marketing
    al., 2007) Second, social media that connect
    provide reasons behind the success of viral
    billions of consumers in the world enables the
    marketing in contemporary market
    influence of WOM to expand exponentially.
    environment.

    Recent literature shows that social media are


    becoming increasingly important information sources
    for tourists (Xiang, Magnini & Fesenmaier, 2015).
    WOM is regarded as a particularly trustful and
    reliable source of tourism information due to the
    Third, contents used for intangibility of tourism experience.
    contemporary viral marketing meet
    consumer's motivation for sharing.

    DONNA ELAINE O. MACATANGAY - J2B


    BEST PRACTICES OF MARKETING FOR
    HOSPITALITY AND
    TOURISM INDUSTRY
    By: Shangzhi Improvised Donna Elaine O.
    Research Charles Qiu by: Macatangay
    Assitant Purdue Tourism
    & Hospitality
    at: Research Center Section: J2B

    Marketers in the tourism and hospitality field are trying their best
    to keep up with the most fashionable practices in marketing. At
    the same time they eager to learn from the best practices in
    other industries, struggling with matching the popular stuff with
    the unique characteristics of hospitality products. But, under the
    influence of social media, convergence of virtual and physical
    experience, and rise of creative society, practitioners have
    identified five marketing trends that may significantly influence
    future tourism and hospitality marketing practices.

    HUMAN SPIRIT MARKETING


    The concept of human spirit marketing was
    proposed in the book Marketing 3.0. It is a To touch consumer's spirit,
    response to the rise of creative society.
    companies should first treat
    Based on literature discussing the increasing
    consumers as holistic human beings
    need for spirituality and spiritual resources
    in creative society, Kotler et al. (2010) rather buyers. And a holistic human
    asserted that consumers today are not only has four components: physical part,
    looking for products and services that a mind for independent thoughts, a
    satisfy their needs but also searching for heart that feels emotion, and a
    experiences and business models that touch spirit which is soul and philosophical
    their spiritual side. Supplying meaning will
    center (Covey, 2004).
    become an important form of value
    proposition in future marketing.

    Human spirit marketing requires marketers to


    target consumer's mind and spirit at the same
    time to touch their heart. In terms of branding,
    companies should attend to brand integrity
    building in addition to brand identity and brand
    image building. Brand integrity is about being
    credible, fulfilling promise, and targeting
    consumer's spirit.

    COLLABORATIVE
    MARKETING
    Collaborative marketing is another important trend in the era of
    Marketing 3.0, driven by the new wave technology of expressive
    social media and collaborative media (Kotler et al., 2010). This
    new wave technology increases the interaction opportunities
    between firms and consumers, firms and firms, and consumers
    and consumers. As a result, marketers no longer have full
    control over their brands. They must now collaborate with
    consumers and other organizations.

    The concept of collaborative marketing has


    been supported by both theory and
    practice. The service-dominant (S-D) logic Collaboration is particularly important in
    theorizes the joint role of organizations and destination marketing effort due to the fragmented
    customers in the value co-creation process nature of tourism industry. Relevant studies
    (Vargo & Lusch, 2004). Based on the value suggested that collaborative marketing is a
    co-creation assumption, Vargo and Lusch feasible solution to various challenges in
    (2004) suggested that companies seek to destination marketing (Wang & Xiang, 2007) and is
    collaboration with other companies and effective in building consistent brand identity and
    consumers to enhance marketing offering competitive value proposition (Park, Cai &
    competitiveness. Lehto, 2009).

    DONNA ELAINE O. MACATANGAY - J2B

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