Title: Factors prompting augmented reality adoption in sacred places

Authors: Md. Rakibul Hafiz Khan Rakib; Azizul Hassan

Addresses: Department of Marketing, Begum Rokeya University, Rangpur-5404, Bangladesh ' Tourism Consultants Network, The Tourism Society, London, UK

Abstract: There is evidence that sacred places across the world are launching augmented reality (AR) applications. This application of AR is somehow prompted by the most recent Covid-19 pandemic where in-person experiences are altered by the virtual. AR, as an innovative technology, augments the physical environment with digitally generated imagery that can generate privileges for tourists in sacred places and become the reason to trigger cultural conflicts and religious controversy. This in-depth interview-based research aims to explore the tourists' views and ideas of applying AR in the Mosque City of Bagerhat of Bangladesh, a UNESCO World Heritage Site in terms of possibilities, cultural conflicts, and religious controversy. Findings show that the application of AR in a sacred place can support tourists in many useful ways, can offer them positive experiences, and help in sustainability concerns of the site. However, the application of AR in a sacred place can be an element of conflicting interests between the religious and general tourists. Adequate attention is thus required from the parties involved in terms of applying AR in the Mosque City of Bagerhat of Bangladesh, a sacred religious site.

Keywords: augmented reality; technology application; sacred tourism; the Mosque City of Bagerhat of Bangladesh; UNESCO world heritage site.

DOI: 10.1504/IJTP.2023.130805

International Journal of Tourism Policy, 2023 Vol.13 No.3, pp.187 - 202

Received: 26 Jan 2022
Received in revised form: 16 Apr 2022
Accepted: 25 Apr 2022
Published online: 08 May 2023 *

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