ABSTRACT
Augmented Reality (AR) is very often considered as one of the key innovative technologies of the future. This technology is seen as contributing towards tourist destination image formation. It is evident that the use of AR influences tourist destination image formation. A huge amount of literature deals with tourist demand and destination decision-making; however, this conceptual study limits the discussion within technological applications in tourism destination image and discusses from the perspective of theoretical analysis. Each individual as a potential tourist has an image about a particular destination that can be unique, attaching to it his or her own memories, alliances and imaginations. The theoretical framework of the tourism destination image formation process still remains unclear even after some notable research. AR is thought of as the next stage of Virtual Reality (VR). The relevance of AR has expanded across the tourism industry.
