© 2019

Augmented Reality and Virtual Reality

The Power of AR and VR for Business

  • M. Claudia tom Dieck
  • Timothy Jung


  • Presents the state of the art in augmented reality (AR) and virtual reality (VR) research

  • Especially focuses on the applications of AR and VR in various industries

  • Approaches AR and VR from a business and management perspective


Part of the Progress in IS book series (PROIS)

Table of contents

  1. Front Matter
    Pages i-xi
  2. AR & VR Retail Experience

    1. Front Matter
      Pages 1-1
    2. Francesca Bonetti, Eleonora Pantano, Gary Warnaby, Lee Quinn, Patsy Perry
      Pages 3-16
    3. Anouk de Regt, Stuart J. Barnes
      Pages 17-25
  3. AR & VR Experience Design

    1. Front Matter
      Pages 43-43
    2. Marnix van Gisbergen, Michelle Kovacs, Fabio Campos, Malou van der Heeft, Valerie Vugts
      Pages 45-57
  4. AR & VR in Tourism

    1. Front Matter
      Pages 71-71
    2. M. Claudia tom Dieck, Timothy Jung, Eleni Michopoulou
      Pages 89-98
    3. Moritz Armingeon, Pleurat Komani, Trupti Zanwar, Safak Korkut, Rolf Dornberger
      Pages 99-111
    4. Dai-In Danny Han, Jessika Weber, Marcel Bastiaansen, Ondrej Mitas, Xander Lub
      Pages 113-128
  5. AR & VR in Education

    1. Front Matter
      Pages 145-145
    2. Paula Hodgson, Vivian W. Y. Lee, Johnson C. S. Chan, Agnes Fong, Cindi S. Y. Tang, Leo Chan et al.
      Pages 161-173
  6. AR & VR Applications and Immersive Designs

    1. Front Matter
      Pages 189-189

About this book


This book presents a collection of the latest research in the area of immersive technologies, presented at the International Augmented and Virtual Reality Conference 2018 in Manchester, UK, and showcases how augmented reality (AR) and virtual reality (VR) are transforming the business landscape. Innovations in this field are seen as providing opportunities for businesses to offer their customers unique services and experiences. The papers gathered here advance the state of the art in AR/VR technologies and their applications in various industries such as healthcare, tourism, hospitality, events, fashion, entertainment, retail, education and gaming.

The volume collects contributions by prominent computer and social sciences experts from around the globe. Addressing the most significant topics in the field of augmented and virtual reality and sharing the latest findings, it will be of interest to academics and practitioners alike.


Augmented Reality Virtual Reality VR Mixed Reality Wearable Computing AR in tourism AR in hospitality AR in fashion AR in entertainment AR in retail AR in education

Editors and affiliations

  • M. Claudia tom Dieck
    • 1
  • Timothy Jung
    • 2
  1. 1.Faculty of Business and LawManchester Metropolitan UniversityManchesterUK
  2. 2.Faculty of Business and LawManchester Metropolitan UniversityManchesterUK

About the editors

Dr. M. Claudia tom Dieck is a project manager and researcher at the Creative Augmented and Virtual Reality Hub at Manchester Metropolitan University, UK. She is exploring how new and innovative technologies can be utilised to enhance the user experience. She is the Program Chair of the annual International AR & VR Conference and has published on augmented and virtual reality, technology acceptance, social media and customer relationship management in journals such as Journal of Travel Research, Tourism Management and Computers in Human Behavior.


Dr. Timothy Jung is Founder and Director of the Creative Augmented and Virtual Reality Hub at Manchester Metropolitan University, UK. He investigates new and innovative ways to implement AR & VR in various industries and he has been involved in a number of funded AR and VR research projects at national and international level. He is an advisor of BirdHIVE VR & Drone project led by Lake District National Park. He is renowned for his work in Augmented Reality and Virtual Reality and his research work has been covered by Manchester Evening News, Independent and Huffington Post and he is a regular invited speaker in major international conferences. He is the Conference Chair of International AR & VR Conference 2017/2018 in Manchester.

Bibliographic information


“The book should always be a reading recommendation to tourism researchers, students, and practitioners who share interest in AR and VR technologies and their further applications in tourism.” (Songshan (Sam) Huang, Information Technology & Tourism, Vol. 21, 2019)