Having seen how Augmented reality and Alternate reality technologies can help developing new cutting edge experiences and marketing strategies, it is now time to see what Mixed Reality Technology can bring to the tourism industry. This is the most complex of all, and so there are just a few examples to help us envision how this Technology may be leveraged to develop tourism experiences.

As it is defined in Wikipedia, “Mixed Reality is the merging of real and virtual worlds to produce new environments and visualizations where physical and digital objects co-exist and interact in real time. Mixed reality not only takes place in the physical or the virtual world, but it is a hybrid of reality and virtual reality, encompassing both augmented reality and augmented virtuality via immersive Technology. Whereas Augmented Reality overlays virtual objects on the real world environment, Mixed Reality not just overlays but anchors virtual objects to the real world objects and allows the user to interact with combined virtual-real objects”.

Due to its sophistication and high cost, this Technology is not recommendable for all the experience prototypes proposed for Augmented reality, but specially for edutainment (educational entertainment) experiences related to old heritage site, which usually require too much imagination to understand how life used to be in these places during its Golden times. By overlaying the current site real images with the virtual ones, we get an accurate idea of the original scenario to help us having an immersive experience to the history of the site, almost like a Time Machine would.

This video shows us an excellent example on how Mixed reality can create edutainment experiences, namely in old heritage sites that have lost many of its assets, so to help us imagine how these sites used to be in the old times in the most realistic possible way.

 

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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