طراحی الگوی به‌کارگیری واقعیت افزوده در صنعت گردشگری از طریق اپراتور همراه اول
محورهای موضوعی : زيرساخت‌هاي توسعه فناوري و نهادهاي پشتيبان توسعه فناوري
یاسر قاسمی نژاد
1
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سارا مقدم فیروزان
2
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سیدمحمد هاشمی طباطبایی
3
1 - دانشگاه جامع امام حسین
2 - دانشکده مدیریت، دانشگاه آزاد اسلامی واحد تهران مرکزی
3 - گروه مدیریت صنعتی دانشگاه علامه طباطبایی
کلید واژه: واقعیت افزوده, صنعت گردشگری, تکنیک بهترین- بدترین, واقعیت مجازی,
چکیده مقاله :
در سال‌های اخیر تکنولوژی واقعیت افزوده به طور گسترده مورد توجه قرار گرفته است. اما پژوهش‌های بسیار کمی در زمینه کاربردهای واقعیت افزوده در صنعت گردشگری صورت گرفته است. هدف پژوهش حاضر طراحی مدل واقعیت افزوده و رتبه بندی کاربردهای آن در صنعت گردشگری از طريق اپراتور همراه اول می‌باشد. برای تحقق این هدف، ابتدا از طریق بررسی ادبیات تحقیق، کاربردهای واقعیت افزوده شناسایی و بعد از سنجش و تأیید روایی محتوایی و اعتبار متغیرهای پرسشنامه، به رتبه‌بندی آنها از طریق تکنیک بهترین- بدترین پرداخته شد. جامعه آماری پژوهش حاضر از بین 8 نفر از خبرگان دانشگاهی که به حوزه فناوری اطلاعات و واقعیت افزوده تسلط داشتند، انتخاب شد. هچنین از نرم افزارهای لینگو و اکسل در تحلیل داده‌های تحقیق استفاده شد. نتایج تحقیق نشان می‌دهد که واقعیت افزوده در یازده حوزه گردشگری، اعم از بازاریابی، گردشگری هوشمند، خرید و تجارت الکترونیکی، معماری، صنعت چاپ و نشر، محیط گردشگری، مسیریابی، هتل و رستوران، آموزش، راهنمای گردشگری، میراث فرهنگی، کاربرد دارد و موجب به دست آوردن مزیت متمایز کننده نسبت به سایر رقبا و همچنین موجب کاهش هزینه‌های کلی می شود. با این حال، تحقیقات کمی در این حوزه لجستیک صورت گرفته و اکثر تحقیقات در حوزه مهندسی مورد مطالعه قرار گرفت. به نظر می رسد، یکی از زمینه‌های پژوهشی مهم که در آینده می تواند مورد توجه محققان قرار گیرد، بررسی عوامل مؤثر، چالش‌ها و فرصت‌های واقعیت افزوده در گردشگری باشد.
In recent years, augmented reality technology has received widespread attention. But very little research has been done in the field of augmented reality applications in the tourism industry. The aim of the current research is to design an augmented reality model and rank its applications in the tourism industry through the first mobile operator. To achieve this goal, firstly, by reviewing the research literature, the applications of augmented reality were identified, and after measuring and verifying the content validity and validity of the variables of the questionnaire, they were ranked through the best-worst technique. The statistical population of the present study was selected from among 8 university experts who had mastered the field of information technology and augmented reality. Lingo and Excel software were also used to analyze the research data. The research results show that augmented reality is used in eleven areas of tourism, including marketing, smart tourism, shopping and e-commerce, architecture, printing and publishing industry, tourism environment, navigation, hotel and restaurant, education, tourist guide, cultural heritage. And it leads to obtaining a differentiating advantage over other competitors and also reduces overall costs. However, little research has been done in this field of logistics and most of the research was studied in the field of engineering. It seems that one of the important research fields that can be considered by researchers in the future is the investigation of the effective factors, challenges and opportunities of augmented reality in tourism.
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