ABSTRACT
Augmented Reality is very often considered as one of the key innovative technologies of the future. This technology is seen as contributing towards tourist destination image formation. In tourism destination image formation, the entire consumption experience can be encompassed by imagery (MacInnis and Price 1987). Explicit consumption can take place via imagery even before making an actual purchase. Imagery can inject value and increase satisfaction during consumption. After consumption, imagery can play a reconstructive role where an individual revives the experience through vacation souvenirs and memories. Difference persists between non-visitors and visitors about a particular destination that can be invaluable. Such dissimilarities enable prominent attributes of the naive image and re-evaluated image to be integrated into tourism market planning (Selby and Morgan 1996). Still, image assessment by itself cannot guarantee the success of a tourism destination in a new market when other variables such as price, distance or access can become more important in tourists’ general decision-making process (Ahmed 1991). A huge amount of literature deals with tourist demand and destination decision-making (Pizam et al. 1978; Van Raaij and Francken 1984; Woodside and Lysonski 1989); however, this conceptual study limits the discussion within technological applications in tourism destination image and discusses from the perspective of theoretical analysis.
