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

Kezia Herman Mkwizu

doi:10.5281/zenodo.7683149

Authors

Kezia Herman Mkwizu The Open University of Tanzania, Tanzania https://orcid.org/0000-0003-4436-9603

DOI:

https://doi.org/10.5281/zenodo.7683149

Keywords:

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

Abstract

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.

Downloads

Download data is not yet available.

References

Akaslan, D. (2021, November). Perspective and non-perspective cameras in virtual worlds. Proceedings of the 3rd International Conference on Virtual Reality, 35. Sanliurfa, Turkey.

Arth, C., Grasset, R., Gruber, L., Langlotz, T., Mulloni, A., & Wagner, D. (05 2015). The History of Mobile Augmented Reality. doi:10.48550/ARXIV.1505.01319

Blanchet, C., & Fabry, N. (2020). Influence of new cinematographic and television operators on the attractivity of tourist destinations. Journal of Tourism Futures, 6(3), 219–222. Retrieved from https://www.emerald.com/insight/content/doi/10.1108/JTF-11-2019-0127/full/html

Cantoni, L. (2018). Heritage and sustainable tourism. The role and challenge of information and communication technologies. In M. Gravari-Barbas & L. Cantoni (Eds.), Silvia De Ascaniis (pp. 68–74). Tourism Management at UNESCO World Heritage Sites.

Chander, I. (2021, November). Use of virtual reality mixed reality and augmented reality in sports: A survey of Indian coaches. The 3rd International Conference on Virtual Reality, 50–54. Sanliurfa, Turkey.

Chen, Y., Wang, Q., Chen, H., Song, X., Tang, H., & Tian, M. (2019). An overview of augmented reality technology. Journal of Physics: Conference Series, 1237(2). Retrieved from https://iopscience.iop.org/article/10.1088/1742-6596/1237/2/022082/meta

Cipresso, P., Gigliolo, I. A. C., Raya, M. A., & Riva, G. (2018). The past, present and future of virtual and augmented reality research: A network and cluster analysis of the literature. Retrieved from https://www.frontiersin.org/articles/10.3389/fpsyg.2018.02086/full

Cristina, M. F., Ruiz, D., & Cristina, T. C. (2021). Using sentiment analysis in tourism research: A systematic, bibliometric and integrative review. ZBW-Leibniz Information Centre for Economics, 16–27. Retrieved from https://ideas.repec.org/a/zbw/espost/243089.html

Davida, S., & Cantoni, L. (2015). Co-design of eTourism application. The Case of Ilha de Mozambique. Enter eTourism Conference 2015.

Das, R. M., & Madhusudan, J. V. (2021, November). Augmented reality and performance enhancement technology in primary education: A systematic review. Proceedings of the 3rd International Conference on Virtual Reality, 28. Sanliurfa, Turkey.

Dolas, M. E., & Ulukavak, M. (2021, November). Displaying infrastructure data with augmented reality technology in field works. Proceedings of the 3rd International Conference on Virtual Reality, 39–49. Sanliurfa, Turkey.

Ernst, F. B., Akdag, S., Polat, N., & Akaslan, O. &. E., D. (2021, November). Virtual museum of Harran School. Proceedings of the 3rd International Conference on Virtual Reality, 82–86. Sanliurfa, Turkey.

Etayo, C., Bayo-Moriones, A., & Sanchez-Tabernero, A. (2021). The growth of the offer and the perceptions of television content quality. Journal of Media Business Studies, 26, 1–1. Retrieved from https://www.tandfonline.com/doi/full/10.1080/16522354.2021.1984159?src=

Gharaibeh, M. K., Gharaibeh, N. K., Khan, M. A., Abu-ain, W. A. K., & Alqudah, M. K. (2021). Intention to use mobile augmented reality in the tourism sector. Computer Systems Science and Engineering, 37(2), 187–202.

Goeldner, C. R., & Ritchie, J. R. B. (2003). Tourism: principles, practices, philosophies. Hoboken, Willey.

Han, S., Yoon, J. H., & Kwon, J. (2021). Impact of experiential value of augmented reality: The context of heritage tourism. Sustainability, 13, 4147.

Hassan, A., & Ramkissoon, H. (04 2021). Augmented reality application in visitor experiences in nature-based tourism. doi:10.1079/9781789245714.0010

He, Z., Wu, L., & Li, X. R. (2018). When art meets tech: The role of augmented reality in enhancing museum experiences and purchase intentions. Tourism Management, 68, 127–139.

Isenbart, J. (2016). Make your favourite medium shine. EGTA.

Jeong, Y., Kim, Y., & Zhao, X. (2011). Competing for consumer memory in television advertising: An empirical examination of the impacts of non-editorial clutter on brand memory in mega-event broadcasts. International Journal of Advertising, 30(4), 617–640.

Jude, O. C., & Chike, U. (2020). Tourism and Virtual Reality (AR) in developing nations. African Journal of Hospitality, Tourism and Leisure, 9(2), 1–16.

Kabote, F. (2020). Contribution of domestic tourism to sustainable tourism development. Retrieved from https://www.intechopen.com/chapters/74265

Kabote, F., Mamimine, P. W., & Muranda, Z. (2019). A situational analysis of Zimbabwe’s domestic tourists’ travel trends. Cogent Social Sciences, 5, 1. Retrieved from https://www.tandfonline.com/doi/full/10.1080/23311886.2019.1658350

Kameswari, K. S. S., Prasad, P. S. S., & Gunnam, R. (2021, November). Role of virtual reality in cultural heritage hospitality and tourism. Proceedings of The 3rd International Conference on Virtual Reality, 82–86. Sanliurfa, Turkey.

Kazmierczak, R., Szczepanska, A., Kowalczyk, C., Grunwald, G., & Janowski, A. (2021). Using AR technology in tourism based on the example of maritime educational trips - A conceptual Model. Sustainability, 13. Retrieved from https://www.mdpi.com/2071-1050/13/13/7172/pdf

Kideghesho, J. R., Kimaro, H. S., Mayengo, G., & Kisingo, A. W. (2021). Will Tanzania’s wildlife sector survive the COVID-19 pandemic? Tropical Conservation Science, 14, 1–18. Retrieved from https://journals.sagepub.com/doi/pdf/10.1177/19400829211012682

Kounavis, C. D., Kasimati, A. E., & Zamani, E. D. (2012). Enhancing the tourism experience through mobile augmented reality: Challenges and Prospects. International Journal of Engineering Business Management, 4. Retrieved from https://journals.sagepub.com/doi/10.5772/51644

Kuyucu, M. M. (2020). Television and advertising: The history of TV advertising from an industrial look. Social Mentality and Researcher Thinkers Journal, 6(29), 258–269. Retrieved from http://www.smartofjournal.com/DergiTamDetay.aspx?ID=450

Law, R., Ye, H., & Chan, I. C. C. (2021). A critical review of smart hospitality and tourism research. International Journal of Contemporary Hospitality Management. doi:10.1108/IJCHM-08-2021-0986

Lekgau, R. J., Harilal, V., & Feni, A. (2021). Reimagining tourism: COVID-19 and the potential of virtual tourism in South Africa. African Journal of Hospitality, Tourism and Leisure, 10(4), 1516–1532. doi:10.46222/ajhtl.19770720-176

Liaukonyte, J., Teixeira, T., & Wilbur, K. C. (2014). Television advertising and online shopping. Retrieved from https://www.hbs.edu/ris/Publication

Lo, W. H., & Cheng, K. L. B. (2020). Does virtual reality attract visitors? The mediating effect of presence on consumer response in virtual reality tourism advertising. Information Technology and Tourism, 22, 537–562.

Madhubhashini, G. T. (2021). The role of television as an educational medium in empowering rural students in Sri Lanka during the COVID-19 pandemic. Online Journal of Language, Communication and Humanities, 4(2), 89–100.

Mfinanga, S. G., Mnyambwa, N. P., Minja, D. T., Ntinginya, N. E., Ngadaya, E., Makani, J., & Makubi, A. N. (2021). Tanzania’s position on the COVID-19 pandemic. The Lancet, 397(10284), 1542–1543. Retrieved from https://www.thelancet.com/journals/lancet/article/PIIS0140-6736(21)00678-4/fulltext

Mofokeng, N. E. M., & Matima, T. K. (2018). Future tourism trends: Virtual reality-based tourism utilizing distributed ledger technologies. African Journal of Hospitality and Leisure, 7, 3. Retrieved from https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_3_vol_7__3__2018.pdf

Moro, S. (2019). Analyzing recent augmented and virtual reality developments in tourism. Journal of Hospitality and Tourism Technology. Retrieved from https://www.academia.edu/48603155/Analysing_recent_augmented_and_virtual_reality_developments_in_tourism

Mkwizu, K. H. M. (2016). Promoting Kitulo National Park as a Wildflower Tourism Destination in Tanzania: An analysis of Media Channels and Gender among Domestic Tourists. International Journal of Innovative Research and Development, 5(10), 388–393.

Mkwizu, K. H. (2018). The Influence of Television Advertising on Domestic Tourism: A case of Southern Tourist Attractions in Tanzania. The Open University of Tanzania.

Mkwizu, K. H. (2020). Digital marketing and tourism: Opportunities for Africa. International Hospitality Review, 34(1), 5–12. Retrieved from https://www.emerald.com/insight/content/doi/10.1108/IHR-09-2019-0015/full/html

Mkwizu, K. H., Ngaruko, D. D., & Mtae, G. H. (2020, November). Resources and promotion of rural tourism in Tanzania: Residents’ perspective. Proceedings of the 2nd Africa-Asia Dialogue Network (AADN) International Conference on Advances in Business Management and Electronic Commerce Research, 1–4.

Mkwizu, K. H. (2021a). Perception of bao as sports tourism: Evidence from Tanzania. South Asian Journal of Tourism and Hospitality, 1(2), 103–122. Retrieved from https://sajth.sljol.info/articles/abstract/10.4038/sajth.v1i2.39/

Mkwizu, K. H. (2021b, November). Re-defining domestic tourism in the ‘new normal’. A literature review. The 3rd Africa-Asia Dialogue Network (AADN) International Conference on Advances in Business Management and Electronic Commerce Research (AADNIC-ABMECR). Ganzhou, Jiangxi, China.

Ngaruko, D. D., Mtae, G. H., & Mkwizu, K. H. (2020). Knowledge, attitude and practice of Bao Sport in cultural tourism promotion in Tanzania. International Journal on Arts, Management and Humanities, 9(1 & 2), 8–18.

Nhan, V. K., Tam, L. T., Dung, H. T., & Vu, N. T. (2022). A conceptual model for studying the immersive mobile augmented reality application-enhanced experience. Heliyon, 8(8), e10141.

Ozkul, E., & Kumlu, S. T. (2019). Augmented reality applications in tourism. International Journal of Contemporary Tourism Research, 3(2), 107–122. Retrieved from https://dergipark.org.tr/en/pub/ijctr/issue/51052/625192

Permatasari, P. A., Qohar, A. A., & Rachman, A. F. (2020). From web 1.0 to web 4.0: The digital heritage platforms for UNESCO’s heritage properties in Indonesia. Archaeology Review, 11(23), 75–93.

Rabab’ah, G., Idir, L., & Alghazo, S. (2020). Persuasive appears in Jordanian and Algerian telecommunication television commercials. Open Linguistic, 6, 307–321.

Ronaghi, M. H., & Ronaghi, M. (2022). A contextualized study of the usage of the augmented reality technology in the tourism industry. Decision Analytics Journal, 5(100136).

Sharma, R. (2020). Pedagogy and self-directed learning through virtual world. Proceedings of the 2nd International Conference on Virtual Reality, 15. Sanliurfa, Türkiye.

Shyju, P. J., & Singh, C. S. B. (2022). The role of ICT tools in tourism communication at heritage and religious sites examining the better factor in the ABCDE model in Handbook on Heritage. In S. D. Ascaniis & L. Cantoni (Eds.), Sustainable Tourism and Digital Media. doi:10.13140/RG.2.2.31592.80648

Stangl, B., Ukpabi, D. C., & Park, S. (2020). Augmented reality applications: The impact of usability and emotional perceptions on tourists’ app experiences. Information and Communication Technologies in Tourism (Springer), 181–191.

Statista. (2021). Number of mobile augmented reality (AR) active users worldwide from 2019 to 2024. Retrieved from https://www.statista.com/statistics/1098630/global-mobile-augmented-reality-ar-users/

Statista. (2022a). Augmented reality (AR) and virtual reality (VR) market size worldwide from 2016 to 2024. Retrieved from https://www.statista.com/statistics/591181/global-augmented-virtual-reality-market-size/

Statista. (2022b). Global Television Advertising Revenue from 2021 to 2022. Retrieved from https://www.statista.com/statistics/237803/global-tv-advertising-revenue/

Tanzania National Parks (TANAPA). (2022b). Retrieved from https://www.tanzaniaparks.go.tz/uploads/publications/en-1633175047-KI-ENG.pdf

Tanzania National Parks (TANAPA). (2022c). Retrieved from https://www.tanzaniaparks.go.tz/uploads/publications/en-1634501095-KT-ENG.pdf

Tanzania National Parks (TANAPA). (2022a). Tourism products. Retrieved from https://www.tanzaniaparks.go.tz/pages/tourism-products

Tanzania Tourist Board (TTB). (2022). News and Event: Samia earns tourism award. Retrieved from https://www.tanzaniatourism.go.tz/en/highlights/view/samia-earns-tourism-award

The World Bank. (2021). The world Bank in Tanzania: Overview: Context. Retrieved from https://www.worldbank.org/en/country/tanzania/overview#1

Torraco, R. J. (2016). Writing integrative literature reviews: using the past and present to explore the future. Human Resource Development Review, 15(4), 404–428.

Unesco. (2021). World Heritage List. Retrieved from https://whc.unesco.org/en/list/

Wayne, M. L. (2018). Netflix, amazon, and branded television content in subscription video on-demand portals. Media, Culture and Society, 40(5), 725–741.

World Economic Forum (WEF). (2021). How virtual tourism can rebuild travel for a post-pandemic world. Retrieved from https://www.weforum.org/agenda/2021/05/covid-19-travel-tourism-virtual-reality/

Zipin, D. (2021). How TV advertising industry works. Retrieved from https://www.investopedia.com/articles/investing/100615/how-tv-advertising-industry-works.asp