증강현실 관광AR 서비스 브랜드의 유형화 연구

Abstract

Through the qualitative analysis, which examines whether AR is being used in terms of high-tech aspects of tourism in the fourth industrial revolution and interviews with workers in the augmented reality field, the content creator aims to derive suggestions on what value factors can be characterized by desirable direction. The research scope included 26 AR contents workers in the metropolitan area and 24 other than non-response workers, and from December 1, 2018, the company conducted a written analysis of the results of interviews with staff of TourismAR as an open measure through the Internet questionnaire for two weeks. Research shows the following realities felt by practitioners of tourismAR/VR. Desirable performance factors are the result of development that is likely to include fun and education, user-generated content, and completion of convergence with the industry. The desirable quality is the high quality standard for new challenges, innovations, sufficient convergence of technology and art, and difficulties related to qualitative improvement are perceived as lack of funds and time frame, inconvenience in devices, and lack of differentiation. The strategy of differentiating know-how in persuading the tourismAR market is the skill, passion and persistence of pitching, and the important factors of producing tourismAR contents regarded planning power, storytelling and understanding and communication of local culture as the most important factors. The barriers to entry into the domestic and foreign markets are lack of funds, lack of experience in advance, and cultural differences, and the problems of entry into and out of Korea are that Korea is focused on games, lack of local knowledge and regulations. Creative convergence measures that will overcome this have been shown through securing planning power, accurate research, and collaboration with local businesses.