Virtual World and Television Advertising of Tourism Destinations: Insights from Africa



Television Advertising, Tourism Destinations, COVID-19, Augmented Reality, Africa


This paper aims to explore the virtual world and television advertising of tourism destinations with insights from Africa. The continent of Africa experienced lock-downs and travel restrictions due to the Coronavirus disease 2019 (COVID-19) global pandemic which affected the tourism sector of many countries. Tanzania did not have a lock-down during the entire COVID-19 global pandemic hence the advantage over other African countries to the extent of being elevated to a middle-income country. Whilst there were positive effects of the pandemic, the negative effects tremendously reduced tourist numbers in destinations. However, existing technologies in the virtual world that can benefit the tourism industry such as Augmented Reality (AR) have received less attention in the Africa research agenda. To expand the scope of AR, this paper specifically explored AR technologies and television advertising of tourism destinations in the context of Tanzania. A literature review method with content analysis is used as methodology approach. The findings have shown that there are opportunities of AR in relation to television advertising of tourism destinations which include the ability to integrate AR technologies with television advertising of tourism destinations. The practical implication is for tourism stakeholders to consider the use of AR technologies to sustain television advertising of tourism destinations.


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How to Cite

Mkwizu, K. H. (2023). Virtual World and Television Advertising of Tourism Destinations: Insights from Africa. International Journal of Advanced Virtual Reality, 1(2), 44–51.



Literature Review Articles
Received 2022-02-08
Accepted 2023-02-26
Published 2023-02-27