Reviving the Arabian Souk using Mobile Augmented Reality Technology: A Qualitative Thematic Analysis

Abstract This article discusses the outcomes of a Focus Group thematic analysis that revolved around the topic of using mobile Augmented Reality (AR) technology to help revive the Arabian Souk. The Old Souk of the city of Abu Dhabi was utilized as a case study for revival, using AR for a new form of smart tourism for the city. Major themes revealed both intangible and tangible elements through a variety of shops, products and personal experiences from those who have visited the Old Souk. The themes were then turned into an AR experience, in the form of three-dimensional (3D) computer-aided models, to aid in experiencing the once existing Old Souk on its original site today. This article points to the potential of recreating the Arabian Souk using AR technology as part of the Arabian Gulf’s smart tourism experience.