Mariapina Trunfio

1. DESIGNING FUTURE TOURISM SCENARIOS:
AUGMENTED REALITY, VIRTUAL REALITY
AND EMERGING TECHNOLOGIES
Mariapina Trunfio, Direttore del Master in
Tourism & Hospitality Management, Università ‘Parthenope’

2. CHANGES
CHALLENGES

3. CHANGES
CHALLENGES

4. CHANGES
CHALLENGES
Human-Tecnology

5. FUTURE GENERATIONS
Diverse languages
Diverse technologies

6. ENGAGING FUTURE GENERATIONS:
GAMIFICATION AND SUSTAINABLE TOURISM
Promote and support
responsible,
sustainable and
accessible tourism

7. • Smart ticketing and dynamic pricing (e.g. Amsterdam,
London)
• Mobile travellers tracking systems to analyse behaviors
and big data analysis for targeting (e.g. Edinburgh)
• Mobile gaming app to engage with tourists (e.g.
London)
• Critical use of social media to create expectations and
boost dispersal strategies and alternative itineraries
(e.g. Helsinki)
Trunfio & Pasquinelli, 2019
SUSTAINABLE FUTURE DESTINATIONS
OVERTOURISM AND SMART TECHNOLOGIES

8. Do European Capitals of smart tourism open new scenarios in which combine
digital technologies with sustainability, accessibility and cultural heritage?
EUROPEAN CAPITAL OF SMART TOURISM

9. Trunfio, Campana & Magnelli, 2019
EXPERIENCES IN CULTURAL HERITAGE
Functional elements
Museum Information Exhibition
Service
Historical period
City attraction
Customisation Personalised information
Multiple language capability
Format Audio
Images and video
Accessible using own mobile device
Touch
Usability Comfort
Clever alternative to access information
Easy to use
Information saving On personal devices
On museum platforms
Interaction Museum servicescape
Multimedia elements
Other technologies
Experiences
Heritage valorisation
Educational
Entertainment
Socialisation
Escape

10. CHALLENGES
How can technologies (e.g. AR, VR and MR) substitute or integrate cultural and
tourism experience preserving authenticity and sense of the place?
How do technology acceptance and intention to use influence immersive
experiences?
How does technology impact on human resource behaviour in service
organization? What’s kind of the training?
What spaces for new museum/tourism business model?

11. WHAT’S NEXT?