TripAR: Exploring Innovation and Entrepreneurship in Tourism Report

This report provides an in-depth analysis of TripAR, a new tourism initiative leveraging augmented reality (AR) and virtual reality (VR) to enhance the travel experience. The report details the functions of TripAR, including real-time feeds, 360° hotel views, and information on transportation and restaurants. It explores the opportunities within the tourism and hospitality industry, emphasizing a proactive approach to future tourism and direct customer support. The report also examines the needs of customers, such as finding hotels and restaurants, real-time assistance, and a better overall experience. It outlines the team structure, funding sources, and marketing strategy for the product launch, focusing on public relations and press releases to build brand awareness and inform the target audience. The analysis highlights the innovative aspects of the business, emphasizing the importance of technological advancements and customer satisfaction in the tourism sector.

Running Head: INNOVATION AND ENTREPRENEURSHIP
INNOVATION AND ENTREPRENEURSHIP
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Table of Contents
Introduction......................................................................................................................................2
Functions of the new tourism initiative...........................................................................................3
Providing real-time feeds.............................................................................................................3
Facilitating a 360° view of the hotels..........................................................................................3
Details of the transportation and restaurants...............................................................................3
All-in-one service facility............................................................................................................4
Opportunity in the Tourism and Hospitality industry......................................................................4
A proactive approach for future tourism.....................................................................................4
Direct customer support and services..........................................................................................5
Needs of customers..........................................................................................................................5
Helps to find hotels and restaurants.............................................................................................5
Real-time assistance.....................................................................................................................5
Better experience.........................................................................................................................6
Team and sources............................................................................................................................6
Marketing strategy for the product launch.......................................................................................7
Conclusion.......................................................................................................................................8
Reference.......................................................................................................................................10

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Introduction
The progress in technology also reflects a great deal of impact over the tourism and
hospitality industry on a significant scale where the use of augmented reality (AR) and virtual
reality (VR) is quite evident for the tourism companies to follow (Buhalis, 2019). In response to
this, TripAR is a new business initiative that the new start-up tourism agency business is going to
develop on the basis of AR and VR technology. The purpose of this new tourism initiative is to
provide a next-gen experience to the tourists by providing a 360° view of the hotels and live feed
of the destination, nearby restaurants and transport services to the tourists so that they never feel
perplexed in a new location. There are listed hostels and restaurants with whom the tourism
agency is tying up so that it will be a competitive advantage for the new business start-up to have
a competitive edge in the market. Despite using AR and VR in tourism, there is no dedicated
mobile application for tourist assistance (Ling, 2018). The tourism agency is currently located in
Queen Street, Brisbane due to its congested and busy population. The founder of TripAR is a
young entrepreneur Thomas Williams who wants to provide a next-gen service to the tourists and
create transparency in relationship between the agency and the customers. The initial cost of the
business is estimated at AU$1000 and most of it comes from the investors and shareholders.
Based on this, the report is trying to identify the possible characteristics of the new
business initiative and the related topics like its opportunity in the tourism industry and the need
of customers. In addition to this, a marketing strategy is also going to be discussed for an
effective product launch. The focal point of this report is to facilitate an in-depth analysis of
business innovation.

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Functions of the new tourism initiative
There are several essential aspects that the new tourism agency is trying to deliver to gain
a strategic advantage in the market.
Providing real-time feeds
The augmented reality installed in TripAR is considered to be one of the advanced
technologies that have been provided to the tourists. According to the research of Hsu et al.
(2016) augmented reality in the tourism and hospitality industry helps the business companies to
provide better services to the customers or tourists. There are real-time feeds that the augmented
reality can design from which the tourists can get details of their destination and itinerary. It will
help the tourists while they are going on a long trip with popular sites. The site details and costs
are also informed in the application so that it will provide specific activities to the tourists.
Facilitating a 360° view of the hotels
The use of virtual reality in tourism and hospitality is identified as a new and useful
measure to enhance the experience of the tourists. In response to this, the new app TripAR helps
the tourists by providing a 360° view of the hotels so that virtually the tourists can go through the
rooms and specify their demands accordingly. As per the research of Bec et al. (2019), it can be
stated that the role of virtual reality in tourism helps a lot to the customers as they will get a
better experience of the lodging and other amenities that the hotel will provide to its visitors.
Details of the transportation and restaurants
It is a crucial aspect of tourism that the locations are not familiar to the visitors. With
respect to this, problems can be generated from the tourists’ end where they feel a bit puzzled to
go for the best restaurants of their choice. Henceforth, augmented reality comes into play where

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the role of AR is to provide information regarding transportation and restaurants near the tourists
so that it can help him to get a number of options and opt for the best one (Ukpabi & Karjaluoto,
2017). Moreover, the details also incorporate expenses and specialty of transportation and
restaurants so that it will ease the effort of the tourists to have a premium experience without
paying expensively.
All-in-one service facility
One of the significant facets of the TripAR services is to have a better service facility
where all-in-one service is offered. It can be stated that multi-tasking is the current trend of
society where people are liked to get one device that can perform different types of tasks. In
response to this, the TripAR definitely provides enough advantage because it is designed based
on customer needs and demands.
Opportunity in the Tourism and Hospitality industry
A proactive approach for future tourism
The introduction of augmented reality and virtual reality in tourism and hospitality has a
great deal of impact that changes the course of development of the tourism and hospitality
industry all over the world. It is important to note that the current customers, irrespective of any
business sector, are highly driven by technological advancement. As a result of that, it will be
pertinent for the business companies to install different technologies in business operations and
services to deal with the market trend (Sigala, 2017). Therefore, it becomes pertinent for the
business organization to create a better future orientation for tourism where AR and VR can help
the tourists effectively.

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Direct customer support and services
From the point of view of the customers, a 24/7 customer service is essential in tourism
as the tourists are entirely new in the new situation. In response to this, it can be stated that the
latest technologies in terms of augmented reality and virtual reality provide an opportunity for
the tourism companies to implement a 24/7 service facility to the customers through the use of
technology like AR and VR (Li et al., 2017). It will definitely enhance customer satisfaction and
at the same time, develop a direct interaction between the customers and the tourism company
through the use of TripAR services.
Needs of customers
Helps to find hotels and restaurants
There is a number of important facets that the new business agency will offer in order to
meet the needs of the customers. There are platy of tourists who do not believe in the pre-
booking approach so that the TripAR service will definitely help to find out the hotels and
restaurants of their choice. Moreover, it is also a customer trend that they will decide restaurants
and hotels after visiting the location. However, there is no previous experience of the tourists of
the tourist spot, so it will be an excellent option for them to have assistance from the TripAR that
can help them to find out suitable restaurants and hotels as per their needs.
Real-time assistance
The real-time assistance is also an essential feature of the new tourism agency start-up
where the tourists can get details of the transportation and the route of travel. According to
Huang et al. (2016), the use of AR and VR in tourism reduces the hectic scheduling of the

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tourists as the application will help them to design an itinerary and the respective transportation
options with expense so that it will be better for the tourists to decide the best options for them as
per the needs. The real-time assistance of TripAR used by the new tourism agency also helps
them to find out alternative routes and restaurants by real-time aid that can reduce their waste of
precious time.
Better experience
The 24/7 service option definitely puts excellent advantage of the tourism agency start-up
that can resolve any kind of issues of the tourists at any time. It is prudent for delivering high
customer satisfaction where the tourists are always expected to have a stress free travel.
According to Nayyar et al. (2016), one of the primary purposes of travel and tourism is to get
relaxed. Therefore, with the help of the TripAR service, it will be useful to provide a hustle-free
trip.
Team and sources
There are three segments that can assist in developing the business as a success. The first
team is associated with the development of the application. It is considered to be the most crucial
part of the start-up company. The innovativeness and uniqueness of the product will decide its
competitive advantage in the market. As a result of that, it is essential to focus on the originality
and innovativeness of the new development. The second team is associated with the marketing of
innovation. As per the research of Tan et al. (2017), the role of promotion and marketing will
deliver a substantial aid to the success of the new development or innovation. In fact, cost and
expenses are also contributing enough to the development of the new product. Therefore, the
third team is focused on the financial situation and control the budgetary functions.

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The funding source is based on investors and shareholders. As per the research of Yapp et
al. (2019), it can be stated that it is important for an organisation to have funding from a reliable
source and use it for the development of the product. Henceforth, the role of the organisation is
to attract shareholders and investors to a great scale so that the continuous flow of funding will
remain intact.
Marketing strategy for the product launch
The marketing strategy of the new tourism agency will be based on Public relations and
Press Release. Naumovska and Blazeska (2016) advocated that the role of public relations in
marketing is associated with creating the popular psyche among the people so that they can use
the new application. It is important to note that the mutual understanding between the
organisation and its public are the critical aspects for a business organisation to harness the
expectation of the organisation with the objective of the organisation (Trinh & Nguyen, 2017). In
response to this, it can be stated that public relations strictly emphasizes the demands and needs
of the customers or the public. It is coupled with the implicit goal setting and positive
interpretation of the organisation so that it can generate a more effective outcome for the
development of the organisation (Al-Jenaibi, 2018). The purpose of the public relation is to gain
popular support for the new product launch. From this perception, it can be stated that for the
new start-up company, TripAR, it will be a great opportunity to get advantage in the competitive
market. Image build up and inform the target audience are identified as the core activity of the
public relation. As a matter of fact, it will be a measure for the organisation to recognize success
in launching the new product.

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Moreover, the Press release will also be incorporated into the business as a marketing
tool to promote the new business venture. According to Švec and Selby (2019), the Press release
is a purposefully designed statement of the product in front of the reporters so that they will carry
out the information and inform the readers or people about the value of the product. It is
undoubtedly one of the viable marketing channels with the characteristics of scalable and cheap.
As a result of that, the purpose and objective of the organisation to create a strong customer base
will be sorted because the customers will get adequate information about the advantages of the
new services offered by the new tourism agency (Nestle, 2016). From the point of view of the
organisation, those advantages are identified as the value points of the product. In response to
this, TripAR tourism agency will get a competitive edge to the competitive market successfully.
Moreover, the cost-effective nature also suits the objective of the organisation to reduce its
expenses in marketing.
Conclusion
The report strategically defines the function and purpose of the innovation in the tourism
and hospitality industry in the form of using AR and VR for guiding the tourists. It will not only
help to meet the satisfaction needs of the tourists but also enhance the brand image of the
organisation and goodwill which is very important in a competitive market. Moreover, the report
also discusses the opportunity of innovation and justifies the importance of innovation with the
needs of the customers. As a matter of fact, the responsible teams and the source of funding is
also being mentioned in the report so that a clear understanding of the feasibility of the
innovation can be made. Finally, press releases and public relations have been chosen as the
marketing strategy for the product and service launch to establish a secure product value within

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the competitive market. Therefore, it can be concluded that the report encompasses all the
aspects of all the necessary elements of production and ensure the success of the product.

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