Implementation of augmented reality technology in the context of the Maltese tourism sector

Abstract

Augmented reality is one of the newest technology presented on the market. However, being developed for several years, it has just started to penetrate the digital market. The technology is utilised in different sectors such as medical, military, educational and others. In the sense of the Tourism industry, the technology was and still lacking behind the mentioned sectors. Nevertheless, a numerous of attempts to implement the technology took place within, for example, touring. Consequently, it slowly started to enter the sector. This research mainly focuses on the Maltese Tourism sector and how with the implementation of augmented reality technology could benefit the islands. Firstly, the study examined the field in the area of the topic and detailed and analysed study was carried out. Furthermore, it studied in deeper manner the augmented reality technology and its application within the Tourism sector. Following that, the implementation via smartphone application was also researched and studied. The obtained results from this research study was mainly through the aid of in-depth interviews known as qualitative approach. Consequently, a questionnaire was build up in order to be presented to the target participants which were local governmental and educational entities. The main findings extracted from this qualitative research illustrated that the augmented reality application was seen as an enhancement of experiences especially for tourists’ sites and famous landmarks located around the islands. However, the system is yet unknown for the Tourism market and, especially for the Maltese islands leading to the conclusion that people are not familiar with the technology and its functions. Therefore, the research studied in details how this can be changed and what future initiatives are taken from the participants in this research. In addition, their visions about the technology were examined and diverse of information was gained.