Designing a model for using augmented reality in the tourism industry through the first mobile operator

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Ghasemi Nezhad Yaser; Moghaddam Sara; Hashemi Mohammad

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Journal Paper

Paper Information

Journal: Roshd-e-Fanavari Year:2025 | Volume:21 | Issue:82 Page(s): 24-32

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Title

Designing a model for using augmented reality in the tourism industry through the first mobile operator

Author(s)

Ghasemi Nezhad Yaser | Moghaddam Sara | Hashemi Mohammad | Issue Writer Certificate

Keywords

Augmented Reality

Tourism Industry

Best-Worst Technique

Virtual Reality

Abstract

In recent years, Augmented Reality technology has received widespread attention. But very little research has been done in the field of Augmented Reality applications in the Tourism Industry. The aim of the current research is to design an Augmented Reality model and rank its applications in the Tourism Industry through the first mobile operator. To achieve this goal, firstly, by reviewing the research literature, the applications of Augmented Reality were identified, and after measuring and verifying the content validity and validity of the variables of the questionnaire, they were ranked through the Best-Worst Technique. The statistical population of the present study was selected from among 8 university experts who had mastered the field of information technology and Augmented Reality. Lingo and Excel software were also used to analyze the research data. The research results show that Augmented Reality is used in eleven areas of tourism, including marketing, smart tourism, shopping and e-commerce, architecture, printing and publishing industry, tourism environment, navigation, hotel and restaurant, education, tourist guide, cultural heritage. And it leads to obtaining a differentiating advantage over other competitors and also reduces overall costs. However, little research has been done in this field of logistics and most of the research was studied in the field of engineering. It seems that one of the important research fields that can be considered by researchers in the future is the investigation of the effective factors, challenges and opportunities of Augmented Reality in tourism.

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