Mobil Pazarlama: Turizmde Artırılmış Gerçeklik Kullanımı

Yıl 2016, Cilt: 15 Sayı: 2, 581 - 599, 01.12.2016

İbrahim İlhan Evrim Çeltek

https://doi.org/10.21547/jss.256721

Cited By: 15

Öz

Akıllı cihazlarla uygulanan çok sayıda uygulama seyahatle ilgili hizmetlerde genişleyen bir çeşitlilik sunmaktadır. Son on yılda, pazarlamacılar ve reklamcılar müşterileri çekmek için daha yenilikçi uygulamalar geliştirmişlerdir. Bu yeni pazarlama araçlarından biri farkındalığı artıran ve bilgi edinmede yardımcı olan, yeni bir reklam aracı ve pazarlama iletişimi aracı olarak kabul edilen, akıllı teknolojiler ile uygulanan artırılmış gerçeklik (AG) uygulamalarıdır. Artırılmış gerçeklik kullanımına son yıllarda birçok sektörlerde tanıklık edilmektedir. Bu teknolojinin kullanımına imkân sağlayan alanlardan biride turizm sektörüdür. AG çeşitli sektörlerde pazarlamada hayati öneme sahiptir ancak, turizm sektöründe bu uygulamalara yönelik çok az sayıda araştırma ve makale bulunmaktadır. Bu sebeple bu araştırma: 1) Turizm sektöründe AG uygulamalarının potansiyelini tanımlamayı, 2) Oteller, restoranlar, müzeler, ulaşım gibi çeşitli turizm sektörlerinde pazarlamada kullanılan AG uygulamalarını incelemeyi amaçlamıştır

Anahtar Kelimeler

Akıllı Teknolojiler, Artırılmış Gerçeklik, Mobil İletişim, Mobil Pazarlama, Dijital Pazarlama, Turizm Pazarlaması.

Mobile Marketing: Usage of Augmented Reality in Tourism

Öz

The developing number of applications by smart devices provides an expanding diversity of travel-related services. In the most recent decade, marketers and advertisers have developed more innovative practices to attract consumers. One of these new marketing tools is augmented reality (AR) application with the smart technologies, which is considered as an advertising and new marketing communication instrument that increases awareness and helps get information. The use of augmented reality has unfolded across several sectors in recent years. One in every of the areas of wherever this technology will notice a possible use is that the tourism industry. AR is taken into account extremely vital for promoting in several industries; but, within the tourism industry there exist comparatively few researches and articles despite the very fact that tourism may fine benefit from the applications for these practices. Therefore this study aimed to seeks; 1) To identify the potentials of the AR applications within the tourism industry. 2) To identify the AR applications in several tourism businesses at the tourism industry from the attitude of promoting, for instance hotels, restaurants, museums and transportation

Anahtar Kelimeler

Smart Technologies, Augmented Reality, Mobile Communication, Mobile Marketing, Digital Marketing, Tourism Marketing.

Kaynakça

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