Applying Augmented Reality in the Italian Food and Dining Industry: Cultural Heritage Perspectives.

This chapter explores the intention to use the Augmented Reality (AR) technology within dining experiences and activities in the Italian food and dining industry by focusing on cultural heritage perspectives. Six case studies are presented drawing state of art within the industry, catching insights and highlighting limits and opportunities for the future. From the results, it emerges that AR is considered as a potential means able to increase the opportunity for the food and dining industry. Still, at the same time, the industry is not culturally ready for the technology improvement of customer contact. In particular, from the analysis emerges the intention of entrepreneurs to consider the AR as a potential element of business improvement to enhance the connection between food value proposition and cultural heritage