Purpose This paper aims to understand the various facets of augmented reality (AR) and to explore its prospects for supporting the relaunch of the tourism sector post-COVID-19 in accordance with the guidelines set out by WHO and UNWTO. Design/methodology/approach This study falls into the category of exploratory research. It is based on a systematic review of secondary data. Thematic content analysis has been adopted to trace out the various ways in which AR can be an aid in overcoming challenges in the relaunch of tourism after the pandemic. Findings It was found that norms such as social distancing and lower mobility are going to be followed even after the COVID-19. Therefore, there will be a great demand for mobile and Web-based AR to not only ensure tourist safety but also to create unique, accessible, personalized, context-specific, deep and memorable experiences. Practical implications Apart from its academic contribution to the existing body of knowledge, this work can assist various tourism DMOs and policymakers to devise futuristic policies for AR-driven tourism management and development. Originality/value The COVID-19 pandemic is unprecedented and never seen before. In this context, this study establishes its novelty by exclusively focusing on the aspects of AR that can support the relaunch of tourism post-pandemic.

Purpose – The purpose of this paper is to argue that the World Heritage Site (WHS) status as a label plays an important role in branding, creating awareness among the tourists and promoting a specific place – be it natural or cultural. Design/methodology/approach – The study is based on qualitative research and utilised interviews and explanatory case study method, taking Maritime Greenwich WHS as a case. Findings – It is found that the status of WHS motivates the tourists in general and heritage tourists in particular to visit the case study site. Also, the status helps in boosting the level of confidence of the tourists while selecting the site. Overall, it helps to reinforce the identity of a place. However, sustainability and conservation should not take a back seat when the very purpose of branding a site as WHS is this. Originality/value – It is ideal to have a balance in managing the demand and supply side of place management and marketing making sure that the heritage value and trust is kept intact.

National tourism policy in Bangladesh is a relatively new development and this research is the first to focus on the implementation of tourism policy in Bangladesh. Taking a social constructivist perspective, interviews were carried out with thirteen elite stakeholders, from the public and private sectors, who are associated with the creation and implementation of tourism policy in Bangladesh. The data was analysed qualitatively using a content analysis approach to examine perceptions of the policy implementation process, and its success. In the case of Bangladesh, it is the persistence of hierarchical governance structures that appears to be hindering the effective implementation of tourism policy. This can be seen in the selection of priority areas by the government, the preferred policy instruments, and in the ways in which the private sector is being incentivised to support national tourism development.

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Recently tourism service industry is becoming one of the fastest growing industries in the world that has a positive impact on global economy. Tourism service industry growth in some emerging markets such as Iran is faster due to the expansion of Iran's international relationships. This growth also positively affects tourism service demand. Augmented Reality (AR) is a relatively new technology that allows tourists to combine their experience with technology and place it in real life. It also helps tourism service providers to promote their services. This technology can attract more tourism service consumers by enhancing their experiences that leads to increased revenue. This conceptual chapter explains AR technology and its potential possibilities to promote tourism service market in Iran. Findings determines AR as a better accepted tool for tourism service industry promotion in Iran as an emerging economy as supported by the recent development of international relations.

Business School, University of Greenwich, london, UK the World Heritage Site status is transforming into a highly priced honor in terms of destination branding and attracting diversified types of tourists. this study is based on the opinions of these tourists at Maritime Greenwich World Heritage Site (MGWHS). the first objective is to identify these tourists' satisfaction with existing facilities and their management. the second objective is to find out any lack of facilities and to suggest ways of overcoming this. Following the qualitative research method, this explanatory case study depends on primary data collection through semistructured interviews. the results exhibit a gap between perception and expectation of the tourists. the results also demonstrate the need for recuperating the building and management of tourist facilities without disturbing the architectural and natural aesthetics. Areas identified for attention include the sanitation, resting places, catering, facilities for the disabled or parents with infants, and the multilingual directional signage.

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