SKEMA Digital Marketing in Tourism and Events: The mixed-technology in the Japanese tourism industry

Monday 23 March 2015

The mixed-technology in the Japanese tourism industry

A Tokyo-based venture company, AsukaLab, is specialized in technology and especially in combining virtual reality with reality. The travel agency Kinki Nippon Tourist decided to create a partnership with AsukaLab in order to develop a new way of tourism in Japan. In fact, the mixed-reality technology (combination of virtual reality and reality) would be a way to provide more interactive tours in historic sites. Through latest gadgets such as tablets, eye glasses etc…, tourists could be able “[…] to see what’s not there. It’s kind of close to time travel,” according to AsukaLab CEO Tetsuya Kakuta. Due to large amount of ruins and historic sites in cities but also in rural areas in Japan, the mixed-reality technology could be a factor of expansion for the Japanese tourism market. In fact, AsukaLab and Kinki Nippon Tourist worked on new virtual 3-D tours concepts of historic sites. Tourists would be able to see reconstructed bridges, donjons as well as the real view. It will create a unique experience by mixing past with present. Despite the fact that the concepts face issues (financial and economic issues), the mixed-technology and AsukaLab proved their effectiveness with Tokyo’s concept for the new Olypic stadium for the International Olympic Committee when they came to Japan for the 2020 Games.