Advertising and Integrated Communication

Question: Discuss about the Advertising and Integrated Communication. Answer: Introduction The purpose of this report is to critically discuss and analyse the use of virtual and augmented reality and its application and uses in educational tourism. The report takes a systematic approach to discuss background to virtual reality, augmented reality, and educational tourism. Further, the report discusses the use of virtual reality and augmented reality in educational tourism followed by critical discussion. Lastly, the report discusses areas for future research in the field followed by a conclusion. Virtual reality Virtual reality can be defined as computer-stimulated reality that uses technology to replicate some real world or imaginary environment, and allows users to interact with the environment (Huang et al., 2016). It involves exact replication of elements of real world elements with synthesized 3D materials and proper collaboration of all the sensory inputs to initiate user engagement. First hint of virtual reality had come from the world of science fiction. In the year 1935, Stanley G. Weinbaum wrote a short story named "Pygmalion's Spectacles". This was the first book, where the concept of virtual reality was first explored. It explored a goggle-based virtual reality system along with holographic record of fictional experience. It included touch and smell. The use of virtual reality concept can be seen in training perspective. It allows the professionals to conduct training in regards to a virtual environment. Virtual reality can also be used in video game for creating graphics and sou nds. Augmented reality Augmented reality is the use of computer generated sensory inputs that is used to augment or supplement the real world elements of the environment for better user experience (Fino et al., 2013). It uses visualization techniques that superimpose computer-generated data such as text, graphics, video, audio, GPS data and other multi-media formats over the real worldview. Therefore, it enhances the users perception of the reality and the surrounding environment (Han et al., 2013). In the year, 1968, Ivan Southerland had developed first the system of head mounted display. In this system, augmented display was used by the mean of generated graphic for demonstrating simple wireframe drawing. Augmented reality is effectively used in architecture for visualizing building project. It can also be used in visual art and education and video games. Educational tourism Educational tourism is carefully planned in combination with site visit and hands-on learning opportunities, which provide clear learning objectives for students.A proper guide in educational tourism can assist students in gaining leisure activities as well as different learning objectives. Uses of virtual and augmented reality in educational tourism Virtual reality is gaining huge popularity in the tourism sector, especially in the field of educational tourism. Virtual reality is being used for destination promotion and for educational purposes. It allows users to experience various conditions that no longer exist now such as pre-historic earth; moreover, it can also be used to experience space travel or walking through the museum, fort or any other simulated reality from the home. It has also made it possible to experience and learn through culture, environment and local community of various destinations across the world in a time efficient and economical manner (Tussyadiah et al., 2016). Augmented reality is used in educational tourism to enhance the experience of the users by providing sensory inputs of the real world. In educational tourism, it can be used to enhance users experience by providing real time information about the location and its features. This technology is being extensively used in educational tourism by providing tourists simulations of historical events, places and objects. Further, with the use of audio and video sensory inputs, users can live and experience the history that once existed. It also helps stimulate experiences such as viewing extinct animals, fragmented artefacts, and cultural experiences from history (Guerra et al., 2015). Critical discussion Knowledge and experience gain Tourism has always been regarded as means of gaining knowledge and new experiences. The learning gained through the virtual and augmented reality improves learning retention. Virtual reality enables the users to explore and experience various locations such as beaches, museums, or places of historic importance with a persuasive and interactive purview that can be viewed on a computer at home (Buhalis Yovcheva, 2013). Educational Revolution Both virtual and augmented reality provides compelling educational environment. These technologies have revolutionized the educational tourism as it provides a means to stimulate both mental and physical activities with the help of stimulated interactions with the unfamiliar contents. It is used to impart knowledge about the various subjects such as history, aerospace and the likes by providing firsthand experience to the users (Yovcheva et al., 2012). Increasing educational potential One such application of augmented reality is the use of interactive digital storytelling techniques that has been applied in various museums in order to enhance their educational potential. Further, it has been observed that both virtual reality and augmented reality techniques aids tourist organization and professionals to reach a wider audience and deliver more informed knowledge through better multi-media contents. Therefore, it helps the tourists to access valuable information, thereby increasing their knowledge regarding a tourist attraction or destination in an entertaining manner (Kounavis et al., 2012). Areas of future research Future development Although, it has been established that virtual and augmented reality techniques plays an important role in educational tourism, however, it is still in the development stages and requires better infrastructures such as inter platform operability of virtual reality and augmented reality applications and better internet facilities. Use of more advanced technology Moreover, future researches also need to explore the influence of advance technologies on the overall experience and learning outcomes of users. The researchers are to find more scope to apply these concepts on users overall experience and learning outcomes (Chung et al., 2015). Conclusion From the above discussion, it can be concluded that virtual reality and augmented reality technologies provides one of the most powerful and effective means for participative learning. In the educational tourism sector, these technologies can be employed to recreate history or project future world in a digital format. This can be used in the educational tourism to provide simulated and interactive learning experiences. References Buhalis, D., Yovcheva, Z. (2013). Augmented Reality in Tourism: 10 Unique Applications Explained.Digital Tourism Think Tank Reports and Best Practice. Retrieved May,13, 2013. Chung, N., Han, H., Joun, Y. (2015). Tourists intention to visit a destination: The role of augmented reality (AR) application for a heritage site.Computers in Human Behavior,50, 588-599. Fino, E. R., Martn-Gutirrez, J., Fernndez, M. D. M., Davara, E. A. (2013). Interactive tourist guide: connecting web 2.0, augmented reality and QR codes.Procedia Computer Science,25, 338-344. Guerra, J. P., Pinto, M. M., Beato, C. (2015). Virtual reality-shows a new vision for tourism and heritage.European Scientific Journal. Han, D. I., Jung, T., Gibson, A. (2013). 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