Augmented Reality and Virtual Reality : Changing Realities in a Dynamic World

This book features the latest research in the area of immersive technologies, presented at the 5th International Augmented and Virtual Reality Conference, held in Munich, Germany in 2019. Bridging the gap between academia and industry, it presents the state of the art in augmented reality (AR) and virtual reality (VR) technologies and their applications in various industries such as marketing, education, healthcare, tourism, events, fashion, entertainment, retail and the gaming industry.

Dr. M. Claudia tom Dieck is a project manager and researcher at the Creative Augmented and Virtual Reality Hub at Manchester Metropolitan University, UK. She is exploring how new and innovative technologies can be utilised to enhance the user experience. She is the Program Chair of the annual International AR & VR Conference and has published on augmented and virtual reality, technology acceptance, social media and customer relationship management in journals such as Journal of Travel Research, Tourism Management and Computers in Human Behavior.

Prof. Dr. Philipp A. Rauschnabel is a Professor of Digital Marketing and Media Innovation at Universität der Bundeswehr in Munich, Germany. Prior to that, he was a faculty member at University of Michigan-Dearborn, USA. In 2019, he was the local conference chair for the 5^th intl. AR VR conference. His research addresses contemporary issues in wearable technologies, new media, and branding. He is currently founding www.xrealitylab.com, a platform for XR managers and scholars.