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Issue 51 March/April 2013 £2.75
Locations feature in domestic short-break campaign
New research could change holiday habits By Christina Eccles GROUNDBREAKING research taking place at Manchester Metropolitan University could change the way tourists behave on holiday forever, it has been claimed. Senior lecturer in eTourism Dr Timothy Jung is currently working on a pilot scheme in Dublin that would allow visitors to scan buildings and receive real-time information in the form of text, pictures, animation or video. Known as Augmented Reality Tourism, the technology goes beyond the smartphone apps currently available by offering richer information updated minute-by-minute. Working with Lorna Maxwell – senior executive officer of the Economic Development Unit at Dublin City Council – and Alex Gibson – assistant head of school, Dublin Institute of Technology – Dr Jung is testing the technology on buildings including hotels, restaurants and cinemas on O’Connell Street. He explained: “We will be looking at using different levels of media – one will be text only, another will use photography and the third will use video or animation. “We are investigating customer acceptance and attitudes towards
new technology and how it will change their experience. “We think this technology will change the way tourists experience cities.” It is hoped this enhanced experience will encourage visitors to spend more and contribute further to the tourism income of the city they are visiting. And Dr Jung revealed that once the researchers had worked out how to make the technology WiFi or 3G supported, this idea could spread across the globe. He added: “It is really groundbreaking, this is just the first step. “I’m sure there are a lot of European cities who would be interested in this.” Developments in Augmented Reality Tourism could also provide a host of new real-time marketing opportunities for businesses – such as local advertising to tourists. How do you think developments in technology could boost tourism in the UK? Would you like to see this idea take off in our towns and cities? Send your comments to the Destination UK editorial team by emailing ce@scriptmedia.co.uk. We’ll print the best of your comments in the next issue of the magazine.
A new production of Burn The Floor has hit the West End, with a cast including Strictly Come Dancing stars Robin Windsor, Kristina Rihanoff and Karen Hauer. The spectacular show takes audiences on a journey through a variety of dance styles from the Charleston to the Rumba and Viennese Waltz. Performances at the Shaftesbury Theatre will run until September 1. Credit: Hugo Glendinning
SOME of England’s most picturesque rural locations have been highlighted in a new campaign to promote domestic short breaks. The campaign – rolled out via print, radio and online – is the fourth of six launched by VisitEngland, covering the four key themes of countryside, coast, heritage and culture, partly funded by the Government’s Regional Growth Fund. It focuses on how much England’s green and pleasant land has to offer those looking to spend quality time with family and friends – from picturesque villages and inspiring landscapes, to historic market towns and country pubs. Destinations partnering with VisitEngland include Bronte Country, Cumbria, the New Forest, Yorkshire Wolds and Peak District and Derbyshire. Chief executive James Berresford said: “This exciting campaign is one of several launching this year with the aim of growing tourism in England. The campaign aims to inspire UK residents to explore our green and pleasant land, and take a short break in one of England’s most beautiful rural destinations.”