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The Relationship Between Physical Reality And Augmented/Virtual Reality In Tourism: The Quest For Special Restaurants

Author

Listed:
  • Erika KULCSÁR

    (“Babes-Bolyai” University of Cluj-Napoca, Romania)

  • Judit Tímea INCZE
  • Gabriella TAMÁS

Abstract

There is no area in economy that technology has not tried to rewrite, or at least has started to change it so far. The tourism is an area where the presence of technology is very varied, even up to the extremities. The spectrum is very wide in this respect: from simple online reservation to augmented reality (AR) or even to virtual reality (VR), technology is represented in various forms in tourism. The extent of the technology's presence in the tourism product typically depends on the target segment. In this respect, the changes or trends of the consumers must be constantly monitored. The present study aims (a) to sum up what AR/VR in tourism means, (b) identification of physical forms (physical environments) of certain restaurants and their evaluation by the guests, (c) the role of AR/VR on the level of the marketing mix of the restaurants. In order for restaurant managers to market the positive outcome of the augmented or virtual reality, they must first build the physical environment in such a way as to enable this (technological) achievement to be exploited.

Suggested Citation

  • Erika KULCSÁR & Judit Tímea INCZE & Gabriella TAMÁS, 2018. "The Relationship Between Physical Reality And Augmented/Virtual Reality In Tourism: The Quest For Special Restaurants," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 140-150, November.
    • Handle: RePEc:aio:manmar:v:xvi:y:2018:i:2:p:140-150
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    File URL: http://mnmk.ro/documents/2018_02/P140.pdf
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    More about this item

    Keywords

    technology; tourism; augmented reality; virtual reality; physical evidence (physical environment/physical elements);
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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