Taiwan's tourism industry has reached maturity, and how to continue to maintain existing passengers and attract more potential tourists is a very important issue.
In recent years, augmented reality Augmented Reality (AR) and virtual reality Virtual Reality (VR) technologies and applications have received increasing attention from various angles. Although the number of AR/VR technologies and applications for different purposes has increased dramatically, the practical applications of AR/VR innovation technologies are neglected in the tourism industry. In this study, literature reviews and expert interviews were used to describe the real case of AR/VR innovation technology applied to the tourism industry. At the same time, innovation diffusion and innovation resistance theory were used to explain why AR/VR innovation technology was limited in the tourism industry. Finally, with the theoretical analysis of the diamond model, practical suggestions are made for the Taiwan tourism industry and relevant government agencies.
The study found that: Augmented Reality (AR) and virtual reality Virtual Reality (VR) are technologies that inspire real travel and enhance the experience. AR/VR provides a new way of experiencing value and enhances tourism motives, so as to maintain long-term competitiveness for the tourism industry. Finally, this study proposes suggestions based on the results and recommendations for research.
