The Application of Augmented Reality in Promoting Hotels and Tourist Attractions of the city of Niš

In the era of digital transformation, especially during the corona virus pandemic, there have been changes in the way the tourist offer is presented to potential buyers. This has been especially contributed by information technologies that enable bringing the tourist destinations and hotel facilities closer to consumers. It is the aim of this study to identify the opportunities and challenges offered by augmented reality in terms of creating personalized consumer experiences, tourism development, and greater visibility of the hotel and its facilities in the global market. The intention of the authors is to fill the gaps in knowledge and raise the awareness of the value of augmented reality for tourism. Based on the research conducted in the City of Niš, it was concluded that the current application of augmented reality in the promotion of hotels and tourist attractions in the City is insufficient and recommendations are given on how to use the benefits of augmented reality in tourism promotion.