Abstract:
The purpose of the present article was to examine the use of mobile augmented reality technologies in
the process of planning and organizing tourist activities. The analysis of the attitude of TUI Showroom’s
clients and managers of Russian travel agencies to the application of immersive technologies in travel
consulting unveiled several possibilities for the practical use of mobile augmented reality applications
in the travel business. The study concludes with the opinion that stimulation of the client’s interest in
the historical and cultural context of the tour by providing additional argumentation and high-quality
information on the marketing proposal in a new, unusual manner forms the cultural, epistemic, and
educational values of augmented reality, necessary in sales, personnel training, and interaction with
business partners.
