An augmented reality (AR) service including a photographing unit to capture an image of a target object, an information collecting unit to collect contextual information of the captured image of the target object, a tag generating unit to generate an AR tag of a first direction, the AR tag corresponding to the contextual information, and a display unit to display the image of the target object and the AR tag. A method for providing an AR service including capturing an image of a target object with a camera, collecting contextual information including location information of the captured image of the target object and a first azimuth information between the target object and the camera, generating an AR tag corresponding to the contextual information, and displaying the captured image of the target object and the generated AR tag.