Perspectives of using virtual and augmented reality for service sector enterprises (a case study of the hotel and tourism segment)

Ratynskyi, Vadym
Sherstiuk, Roman
Maliarskyi, Oleg

Ternopil Ivan Puluj National Technical University 56 Ruska str., 46001, Ternopil, Ukraine

Ratynskyi, V., Sherstiuk, R. & Maliarskyi, O. (2024) Perspectives of using virtual and augmented reality for service sector enterprises (a case study of the hotel and tourism segment). Socio-Economic Problems and the State (electronic journal), Vol. 30, no. 1, pp. 169-176. URL: http://sepd.tntu.edu.ua/images/stories/pdf/2024/24rsvhts.pdf

Scientific Journal "Socio-Economic Problems and the State"

1(30)

Jun-2024

May-2024

30-Jul-2024

Ternopil Ivan Puluj National Technical University

UA

Ternopil

https://orcid.org/0000-0001-9283-6371
https://orcid.org/0000-0001-6253-9421
https://orcid.org/0009-0004-5530-0593

https://doi.org/10.33108/sepd2024.01.169

338.48:004.94

L83
L86
O33

innovations
tourism
virtual reality
augmented reality
tourism sector
directions of tourism innovations

8

169-176

169

176

This article thoroughly examines the primary technologies for effectively implementing innovative activities in enterprises and regions directly or indirectly involved in the development of tourism and hospitality. Future innovators will benefit from further exploring the topics provided in the proposed material. Innovations in social-cultural services and tourism, based on the analysis of domestic and international research, as well as the peculiarities of using VR and AR technologies, are elucidated. The features of innovative processes and their evolutionary changes in relevant fields are highlighted. The functions and management of innovation activity in the tourism and hospitality sector, the principles of sustainable tourism development, and methods for evaluating innovation effectiveness are investigated. Additionally, the impact of scientific and technological progress in related industries on innovations in the tourism sector is analyzed. The materials provided comprehensively illuminate the theoretical foundations and practical tools for the functioning of the tourism industry, taking into account national and global experiences. Due to the significant importance of information technology application in tourism and hospitality sectors and the lack of studies reviewing recent events in this field, this work aims to analyze the use of IT technologies published in leading tourism and hospitality journals. It analyzes current trends in the implementation of these innovative technologies in the hotel industry and tourism business. The main advantages and challenges faced by enterprises when applying virtual and augmented reality are highlighted. Special attention is given to the impact of these technologies on enhancing customer experience, improving marketing strategies, and optimizing operational processes. The research results demonstrate that the use of virtual and augmented reality opens new opportunities for the development and competitiveness of enterprises in the service sector. This analysis will be beneficial for researchers to better understand the latest trends in IT application in tourism and hospitality from various perspectives.

The authors received no direct funding for this research.

http://elartu.tntu.edu.ua/handle/lib/46172

2223-3822

Scientific Journal "Socio-Economic Problems and the State"

http://sepd.tntu.edu.ua/images/stories/pdf/2024/24rsvhts.pdf
https://www.smartinsights.com/user-experience/boosting-travel-sales-virtual-reality/
https://doi.org/10.1007/978-3-319-72923-7_1
https://tech.fb.com/a-new-perspective-on-hospitality-how-hilton-uses-vr-to-teach-empathy/
https://doi.org/10.15587/1729-4061.2021.238397
https://www.selligent.com/sites/default/files/media/trend-report-travel.pdf
https://blog.liga.net/user/idvorskaya/article/44952
https://www.epravda.com.ua/columns/2022/07/21/689436/
http://sepd.tntu.edu.ua/images/stories/pdf/2022/22nooveu.pdf
https://doi.org/10.33108/sepd2022.01.055
https://www.rbc.ua/ukr/travel/samye-rkie-vremena-vperedi-proishodit-turizmom-1657645856.html

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Article

Scientific Journal "Socio-Economic Problems and the State", Vol.29, No.2