Augmented reality limitations in the tourism sector

Technology development and augmented reality (AR) applications emergence have transformed the experiential process in tourism. ar offers enormous potential advantages to tourism sector, especially after covid-19. However, this study aims find gain further knowledge of ar’s limitations. This research analysed AR platform Imageen Tarraco (Tarragona, Spain) based on a users’ survey, in-depth interviews focus group (fg). The analysis showed lack technical problems as application’s most challenging limitations their causes. It also allowed categorizing overall challenges by type public delving into factors that promote use or non-use. provides useful recommendations creators destination management organizations (dmos) implement them.