Search results

Augmented reality (AR) and virtual reality (VR) are increasingly recognized among technologies potentially driving the digital innovation of small and medium-sized enterprises (SMEs). Nevertheless, the implications of AR/VR adoption in innovation processes have yet to receive much attention to date, with the need to explore the issues facilitating a systematic implementation in the SME context. This study aims to investigate the possible innovation paths of SMEs as a result of AR/VR adoption.

The authors performed a multiple case study research involving six Italian SMEs in manufacturing and service sectors that are investing in AR and/or VR solutions and are digitally innovating thanks to these technologies.

AR/VR solutions lead to different types of innovation in SMEs, i.e. for innovating product or service offerings, business processes or even the business model, when AR/VR extends to the company business logic. SMEs demonstrate being able to leverage internal sources with the essential commitment of top management and low resistance of employees in all kinds of AR/VR-enabled innovations. Conversely, they involve different external innovation sources according to the type of innovation pursued. Organizational issues emerged as more relevant than technological issues.

Results contribute to the literature on digital transformation of SMEs and provide managerial guidance on innovation sources and organizational issues to be considered to effectively deploy AR/VR solutions into specific innovation paths.

This study explores the impact of emergent technologies in the innovation process along with multiple perspectives, degree of complexity, and strategic importance in the SME context.

This paper investigates the usage and trust of Chinese social media in the travel planning process (pre-trip, during-trip and post-trip) of Chinese tourists.

Through a combination of structured online survey (n = 406) and follow-up interviews, the research identifies the diversification of the demand-and-supply patterns of social media users in China, as well as the allocation of functions of social media as tools before, during and after travel.

Social media users are diverse in terms of their adoption of social media, use behaviour and scope; the levels of trust and influence; and their ultimate travel decisions and actions. Correlations between the level of trust, influence of social media and the intended changes in travel decisions are observed. Destination marketers and tourism industries should observe and adapt to the needs of social media users and potential tourist markets by understanding more about user segmentation between platforms or apps and conducting marketing campaigns on social media platforms to attract a higher number of visitors.

This paper demonstrated the case of social media usage in mainland China, which has been regarded as one of the fastest growing and influential tourist-generating markets and social media expansions in the world. This study further addressed the knowledge gap by correlating social media usage and travel planning process of Chinese tourists. The research findings suggested diversification of the demand-and-supply pattern of social media users in China, as well as the use of social media as tools before, during and after travel. Users were diversified in terms of their adoption of social media, use behaviour, scope, the levels of trust, influence and the ultimate travel decisions.

Destination marketing organizations should note that some overseas social media platforms that are not accessible in China like TripAdvisor, Yelp, Facebook and Instagram are still valued by some Chinese tourists, especially during-trip period in journeys to Western countries. Some tactics for specific user segments should be carefully observed. When promoting specific tourism products to Chinese tourists, it is necessary to understand the user segmentation between platforms or apps.

Social media is a powerful tool for tourism development and sustainability in creating smart tourists and destinations worldwide. In China, the use of social media has stimulated the development of both information and communication technology and tourism.