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In Quest of a New AR Technology Application to Enhance the Sustainability of Cultural Tourism: The Olive Heritage in Madeira Through the Looking Glass of a ‘Sandbox’ Approach

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  • Marques da Silva António José

    (CITUR, University of Madeira, Campus of Penteada, Funchal, Portugal)

Abstract

This article presents the results of an exploratory investigation looking for new applications of augmented reality (AR) technology to enhance the sustainability of cultural tourism. The ‘sandbox’ approach was initially developed by programmers to experiment innovative solutions in safe conditions, being adopted later in other research areas for the same reason. In this case, the olive heritage at Madeira had been chosen as a background not because it is harmless, but on the contrary, for offering some challenging characteristics. The purpose is to stimulate creativity, forcing thought outside the box. This methodological path will lead to a new concept—the hyperplace of augmented visit (HAV)—conciliating several kinds of attractions in a sustainable way. The general idea is to create a hybrid tour. The user will have the possibility of interacting with a mixture of real objects and digital avatars, virtually reachable by the mediation of AR. The former will be found at the location where the user stands, and the others will be distributed in different areas of the same destination. The study leads to the conclusion that this concept will encourage travellers to spend more time in each spot and to include new points of interest, less popular or even unexplored, in their itinerary, and is also resilient in a context of public health crisis. At the close, HAV's potential will be evaluated and relevant issues mapped to design a suitable working plan to implement a pilot experience.

Suggested Citation

  • Marques da Silva António José, 2021. "In Quest of a New AR Technology Application to Enhance the Sustainability of Cultural Tourism: The Olive Heritage in Madeira Through the Looking Glass of a ‘Sandbox’ Approach," European Journal of Tourism, Hospitality and Recreation, Sciendo, vol. 11(1), pages 66-76, December.
    • Handle: RePEc:vrs:ejothr:v:11:y:2021:i:1:p:66-76:n:7
    DOI: 10.2478/ejthr-2021-0007
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    References listed on IDEAS

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    1. Sujin Bae & Timothy Hyungsoo Jung & Natasha Moorhouse & Minjeong Suh & Ohbyung Kwon, 2020. "The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective," Sustainability, MDPI, vol. 12(7), pages 1-22, April.
    2. Paulo Oliveira & Pedro Telhado Pereira, 2008. "Who Values What in a Tourism Destination? The Case of Madeira Island," Tourism Economics, , vol. 14(1), pages 155-168, March.
    3. Diego A. Barrado-Timón & Carmen Hidalgo-Giralt, 2019. "The Historic City, Its Transmission and Perception via Augmented Reality and Virtual Reality and the Use of the Past as a Resource for the Present: A New Era for Urban Cultural Heritage and Tourism?," Sustainability, MDPI, vol. 11(10), pages 1-26, May.
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