INNOVATIVE APPROACHES IN ANIMATION PROGRAMMES: THE USE OF VIRTUAL AND AUGMENTED REALITY IN THE TOURISM AND HOSPITALITY INDUSTRY

Abstract

The article explores innovative approaches to the creation and implementation of animation programmes in the field of tourism and hospitality using virtual (VR) and augmented (AR) reality technologies. Today, digital technologies are developing rapidly, so the tourism industry needs new solutions that will be able to meet consumer demands for service quality, interactivity and uniqueness of the tourism product. VR and AR are tools that not only expand the capabilities of animation programmes, but also allow tourists to immerse themselves in a special cultural and emotional context. Particular attention is paid to analysing the potential of VR and AR in various segments of the tourism industry: the hotel and restaurant business, museums, excursions, exhibitions, theme parks, etc. The use of these technologies has proven effective in creating personalised experiences, increasing customer loyalty and opening up new avenues for promoting tourist destinations. Virtual reality (VR) provides complete immersion in an artificial environment, while augmented reality (AR) offers interactive interaction with real objects. This allows tourist attractions and landmarks to be showcased regardless of their physical location. The article provides examples of the implementation of virtual and augmented reality as tools for increasing the competitiveness of enterprises in the tourism industry. The combination of innovative technologies with traditional forms of animation activities ensures the development of creative approaches to serving tourists and contributes to the growth of the attractiveness of tourism services. The results obtained indicate that the implementation of tools such as virtual and augmented reality is a promising direction that shapes new trends in the hospitality industry and opens up additional opportunities for modernising tourism products in the global market. Ultimately, the integration of these technologies transforms the role of the tourist animator, turning them from a leisure organiser into a designer of interactive virtual and hybrid tourist experiences.