Virtual, augmented and mixed reality: Opportunities for destinations

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1 14th TourMIS Users Workshop & International Seminar on Digitalization & Innovation in Tourism Virtual, augmented and mixed reality: Opportunities for destinations Dr. Elena Marchiori Lecturer and fellow researcher at USI-Università della Svizzera italiana Head of Digital Communication, Events and Congress, City of Lugano,

2 Agenda AR / VR State of the art Current-upcoming trends reflections on potential opportunities

3 Virtual Reality (VR) and Augmented Reality (AR) Similar underlying technologies but distinct experiences TODAY: classic examples

4 Evolution of user experience in VR 360 video 3 DOF (Degrees 6DOF Of Freedom of movement of a body in three-dimensional space) Pics source:

5 VR: interaction mass product

6 VR: live experiences ecommerce Virtual Shops

7 VR: accessibility. Support of visually impaired digital natives National Gallery of Prague

8 VR: platform (content curation, creation, distribution)

9 VR: social

10 VR: UGCs

11 Evolution of user experience in Augmented Reality (AR) Use cases evolve from mobile Smartphones Market: worldwide, ubiquitos use Tech phase: maturity Pic source:

12 AR classic: gaming Pic source: ation&gs_l=img c.1.64.img _i3fchxjvwc

13 AR content creation geospatial 2D markerless 3D Source of the pic:

14 AR: geobased tour guide Pic souce:

15 AR: translate Pic source: bdahuvmyskhbznd1qq_auicigb&biw=1920&bih=943

16 AR: markerless

17 AR: still rudimental

18 AR: interaction, ecommerce, co-branding

19 AR: interaction, ecommerce, co-branding

20 AR: Quality & content a crucial issue

21 AR: current trends 1) Simultaneous Localization and Mapping

22 Terracotta Warriors meet AR

23 Augmented Reality Series by The Washington Post on iconic billion-dollar buildings Pic source: After tapping the story, accessible via the Post s classic app, readers can point their smartphone s camera at the ceiling of any room they are in. With clear calls to action, the camera takes over to activate audio and 3D content. Through simple navigation, they will be guided through the creation of the concert hall s famous ceiling, which is composed of 10,000 unique panels each algorithmically generated to create state-of-the-art acoustics. The experience is exclusively available for ios devices. The Post is planning for additional augmented reality stories later this year. The billion-dollar building series is sponsored by Audi

24 2) Social AR Filters and Lenses

25 3) Content creation: tools Today/upcoming future: Entire scenes can be accessed using a mobile AR device. More realistic and interactive.

26 AR challenge: Data visualization Pic source:

27 AR challenge: Artificial intelligence & computer vision Objects, (public figure) faces, cars, logos recognition Pic source:

28 AR challenge: Data tracking and analytics Agile marketing based on realtime data is one of the main advantages of true experiential marketing Security/privacy Pic source:

29 AR challenge: interactive spatial experience 3D objects pulled out of websites into the physical world Pics source:

30 Thank you!

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