Using augmented reality and deep learning to enhance tourist experiences at landmarks in Makkah

Communicating with visitors in tourist areas is one of the best means of conveying tourist information to them and introducing and presenting these areas to end users. Therefore, the use and activation of a new technical and digital service will help to deliver appropriate and reliable information to end users even if they speak different languages. With the current rapid pace of the industrial revolution, there is an increasing need to create a space to deal consistently with tourism in general. Therefore, innovation is gaining importance when it comes to the creation and utilisation of emerging technologies to promote tourism goals. Augmented reality (AR) has revitalised many areas by delivering immersive experiences in the digital world and bringing them to life in the real world. This proposed study sought to enrich the experience of users by displaying various tourist spots in the Makkah region to them with the relevant multimedia information to enable them to build a better connection with the archaeological areas and sites in the city of Makkah, which is the religious capital of the Kingdom of Saudi Arabia (KSA) and is considered as the cradle of Islam. This was where the Islamic civilisation was launched and the call of the prophet, peace and blessings be upon him, began, and there are many areas that are rich in ancient history, where diverse situations and information can be presented in a beautiful and attractive way. This study proposed the use of electronic glasses linked to a smart device application based on the use of AR to review archaeological areas using deep learning (DL) and multimedia information that support visitors through a database that was previously fed by databases dedicated to this matter, as well as by using some websites and online videos for the same purpose. A convolutional neural network (CNN) was used by sensors attached to the glasses to correctly identify artifacts and thus, display information associated with the sites in question. To increase the level of accuracy, feedback was obtained through a questionnaire that carefully evaluated the presented information using relevant evaluation models through a place experience scale (PES) as well as the experience of using the triple interaction of the AR. The results of the study were discussed and evaluated comprehensively for its future development using statistical methods. The results of the study will serve to enhance competitiveness by showing the archaeological monuments in the Makkah region and providing visitors with reliable information about them through multiple media that will automatically identify what is presented to them according to the different languages of the visitors.