Business Intelligence Management Studies

Convergence of Augmented Reality and Virtual Reality: Experts' Perspective on Mixed Reality in Smart Building Projects

Document Type : Research Paper

Authors

Reza Behbood 1
Ehsan Bagheri 2
Mohamad Mahdi Zolfaghari Tehrani 3

1 Assistant Professor of Information Technology Management, Department of Management, South Tehran Branch, Islamic Azad University, Tehran, Iran

2 Ph.D. Student of Information Technology Management, Department of Management, South Tehran Branch, Islamic Azad University, Tehran, Iran

3 Ph.D. Student of Information Technology Management, Department of Management, South Tehran Branch, Islamic Azad University, Tehran, Iran Corresponding Author: MZ4062@Yahoo.com

https://doi.org/10.22054/ims.2025.84885.2599
Abstract
The development of augmented reality (AR) and virtual reality (VR) technologies has significantly transformed smart building projects, leading to the emergence of mixed reality (MR). This concept serves as a bridge between digital and physical worlds and is considered crucial within the smart construction ecosystem. However, the adoption of MR technology among Iranian specialists is limited, with few professionals familiar with its advanced capabilities. This research investigates the perspectives of construction industry experts in Iran on the convergence of AR and VR. A mixed-method approach was employed, beginning with a review of relevant literature, followed by designing a Q-methodology survey to gather expert opinions across five specific areas. The data collected through questionnaires were analyzed using content analysis and statistical methods to identify prevailing patterns and trends. Findings revealed that integrating AR and VR can significantly enhance accuracy, reduce costs, and boost productivity. However, challenges such as technical barriers and the necessity for ongoing user training were also highlighted. The research's value lies in its comprehensive analysis of expert opinions regarding MR, which can inform optimization strategies in the construction sector. Ultimately, the study concludes that acknowledging the potential of integrated technologies, along with a focus on human and economic factors, can foster success in this evolving field.

Keywords

Augmented Reality
Virtual Reality
Mixed Reality
Integration of Augmented and Virtual Reality
Smart Building Project
Subjects

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Business Intelligence Management Studies
Volume 14, Issue 53
Summer 2025
Pages 239-273

  • Receive Date 15 March 2025
  • Revise Date 09 May 2025
  • Accept Date 25 May 2025

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