PROSPECTS FOR USING AUGMENTED AND VIRTUAL REALITY TECHNOLOGIES IN ADVERTISING (USING THE EXAMPLE OF THE TOURISM SECTOR)

This article analyzes the experience and prospects of using augmented and virtual reality technologies in advertising in the context of digital transformation of society. Based on the research of modern scientists and the experience of using augmented and virtual reality technologies in advertising, the main characteristics of these technologies are systematized, and conclusions are drawn about the advantages, risks, and prospects for their use in tourism advertising. This comparative analysis of these technologies in the context of their use in advertising can be a useful tool in the decision-making process for selecting optimal technologies for promoting specific goods and services. The idea proposed in this article for creating an interactive quest game using modern digital technologies can be adapted for other advertising purposes in the tourism sector.

1. Tulegenova, M. K. Reklama v sovremennom mire, ee rol' i funkcii / M. K. Tulegenova, A. ZH. Alimzhanova // Aktual'nye nauchnye issledovaniya v sovremennom mire. - 2018. - № 11-4(43). - S. 115­ 120. - EDN YQNHNJ.

2. Aminova G.G., tozyreva L.K. Tehnologii virtualnoi I dopolnennoi realnosty v dizaine reklamy // Noema. 2021. №2 (7). URL: https://cyberleninka.ru/article/n/tehnologii-virtualnoy-i-dopolnennoyrealnosti-v-dizayne-reklamy (data obrashcheniya: 28.12.2025)

3. Shahmuradyan E. A. DOPOLNENNAYA REAL'NOST': PREIMUSHCHESTVA PRIMENENIYA V POSEDNEVNOJ ZHIZNI // Vestnik nauki. 2024. №1 (70). URL: https://cvberleninka.ru/article/n/dopolnennava-realnost-preimuschestva-primeneniva-vpovsednevnoyzhizni (data obrashcheniya: 28.12.2025).

4. Kozhahmetova R.N., Kol'eva N.S., Panova M.V., Shemakin V.V. REALIZACIYA AR TEKHNOLOGII V DEYATEL'NOSTI MUZEEV. Bulletin of Manash Kozybayev North Kazakhstan University. 2024; (2 (62)):189-196. https://doi.org/10.54596/2958-0048-2024-2-189-196

5. Barsukova, N. I. Tekhnologii virtual'noj real'nosti v dizajne inter'era / N. I. Barsukova // Arhitektura i dizajn v cifrovuyu epohu: kollektivnaya monografiya po materialam Mezhdunarodnoj nauchnoj konferencii, Moskva, 23-24 aprelya 2021 goda. - Moskva: Moskovskaya gosudarstvennaya hudozhestvenno-promyshlennaya akademiya im. S.G. Stroganova, 2021. - S. 222-228. - EDN WIUJZQ.

6. Tkach D. P., Prosvirkin B. L. AR i VR v marketinge: sozdanie unikal'nogo klientskogo opyta cherez virtual'nuyu real'nost' // Vestnik nauki. 2024. №7 (76). URL:https://cyberleninka.ru/article/n/ar-i-vr-vmarketinge-sozdanie-unikalnogo-klientskogo-opyta-cherez-virtualnuyu-realnost (data obrashcheniya: 28.12.2025)

7. VR marketing. Using virtual reality in advertising // Exiterra. URL: https://exiterra.ru.

8. Turisticheskii portal Novoaibirskoi oblasty. URL: https://turizm.nso.ru/ru/content/interaktivnayaturisticheskaya-karta (data obrashcheniya: 28.12.2025)

9. Guttentag D. Virtual reality: Applications and implications for tourism // Tourism Management. 2010. https://doi.org/10.1016/i.tourman.2009.07.003

10. Tussyadiah I., Wang D., Jung T., tom Dieck M. Virtual reality, presence, and attitude change: Empirical evidence from tourism // Tourism Management. 2018. https://doi.org/10.1016/i.tourman.2017.12.003

11. Tom Dieck M., Jung T., tom Dieck D. Enhancing art gallery visitors’ learning experience using augmented reality // Information & Management. 2018. https://doi.org/10.1016/um.2017.06.005

12. Flavian C., Ibanez-Sanchez S., Orus C. The impact of virtual, augmented and mixed reality technologies on the customer experience // Journal of Business Research. 2019. https://doi.org/10.1016/ubusres.2018.10.050

13. Wedel M., Bigne E., Zhang J. Virtual and augmented reality: Advancing research in consumer marketing // International Journal of Research in Marketing. 2020. https://doi.org/10.1016/uiresmar.2020.04.004

14. Loureiro S., Guerreiro J., Ali F. 20 years of research on virtual reality and augmented reality in tourism context: A text-mining approach // Tourism Management. 2020. https://doi.org/10.1016/i.tourman.2019.104028

15. Yung R., Khoo-Lattimore C. New realities: a systematic literature review on virtual reality and augmented reality in tourism research // Current Issues in Tourism. 2019. https://doi.org/10.1080/13683500.2017.1417359.

16. Kim M., Hall C. Can immersive virtual reality increase tourism destination marketing effectiveness? // Journal of Travel Research. 2021. https://doi.org/10.1177/0047287520904669

17. Javornik A. The Mainstreaming of Augmented Reality: A Brief Literature Review on AR Marketing // Journal of Retailing and Consumer Services. 2021. https://doi.org/10.1016/uretconser.2020.102095

18. Beck J., Rainoldi M., Egger R. Virtual reality in tourism: a state-of-the-art review // Tourism Review. 2022. https://doi.org/10.1108/TR-03-2021-0154

19. Huang Y., Backman S., Backman K. Exploring immersive technologies in tourism marketing // Journal of Hospitality and Tourism Technology. 2023. https://doi.org/10.1108/JHTT-06-2022-0182

20. Buhalis D., Leung D. Smart tourism and immersive technologies: AR/VR for destination marketing // Tourism Review. 2024. https://doi.org/10.1108/TR-11-2023-0658