The ‘Phygital’ Tourist Experience: The Use of Augmented and Virtual Reality in Destination Marketing

Tourism Planning and Destination Marketing

ISBN: 978-1-78756-292-9, eISBN: 978-1-78756-291-2

Publication date: 29 November 2018


The concept of touristic space is continually evolving, due to the advent of new technologies. Today, physical space and virtual space are interwoven, creating a phenomenon that can be described using the term ‘phygital’. The perception of touristic space as well as the interaction with it has been altered by phygital appearances and changing travel behaviour. While interaction with the touristic space previously only occupied a physical dimension, virtual information now enriches all stages of the customer journey (CJ). Hence, this chapter deals with new technologies, analysing their impact on the perception of touristic space for the traveller throughout the whole CJ. Thereby Augmented Reality and Virtual Reality are cited as examples of state-of-the-art technologies, which wield a direct perceptional impact, as they have the power to blend together one’s perception of real and virtual space.



Neuburger, L., Beck, J. and Egger, R. (2018), "The ‘Phygital’ Tourist Experience: The Use of Augmented and Virtual Reality in Destination Marketing", Camilleri, M. (Ed.) Tourism Planning and Destination Marketing, Emerald Publishing Limited, pp. 183-202.

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