Blending the Real and The Virtual: Theoretical Insights into Augmented Reality in Tourism Promotion

This study investigates how Augmented Reality (AR) contributes to tourism promotion, with attention to its development, defining features, and practical uses. AR is understood as a technology that overlays digital elements onto real-world settings, creating more engaging experiences for visitors. The study compares traditional and digital promotion methods, highlighting the added value created by AR through emotional engagement and active participation. Best practice examples, including AR in museums, historical reconstructions, and mobile guides, illustrate its role in providing authentic and educational experiences. Findings show that AR increases tourist satisfaction, supports revisits, and strengthens destination competitiveness. The paper concludes that AR is becoming essential in tourism promotion, driving innovation and sustainable development in the industry.