INNOVATIVE TOURISM: POSSIBILITIES OF APPLICATION OF VR AND AR TECHNOLOGIES IN THE TOURISM SECTOR

Yanshin Alexey Vadimovich

The article is devoted to the study of the application of VR and AR technologies in travel in order to develop innovative tourism. The essence and content of the processes of digital transformation of the tourism sector are revealed. It is determined that the digitalization of travel has gained particular popularity after the period of the COVID-19 pandemic, which led to the reproduction of some digital concepts and created the conditions for a forced business transformation. A content analysis of studies on the use of VR and AR in travel is carried out, and the market for VR and AR tourism in the world is described. It is clarified that travel companies today are gaining the opportunity to introduce the concept of VR and AR into business practice to promote products, comprehensive services, increase sales and popularize unique routes, meet individual requests and needs in private. Based on the results, it is concluded that despite the conceptual differences between VR and AR, technologies form approximately the same opportunities in the context of the development and promotion of innovative tourism: they promote products among those customers who do not show interest in innovative tourism; provide personal opportunities, demonstration of cultural heritage sites or unique areas; organization of premium service and immersion in high service, visual comparison of products.

Keywords:travel, VR and AR, virtual reality in tourism, digitalization of tourism, digital travel, modern technologies in travel, innovative tourism