M. Claudia tom Dieck

A theoretical model of mobile augmented reality acceptance in urban heritage tourism

Latest mobile technologies have revolutionized the way people experience their environment. Recent research explored the opportunities of using augmented reality (AR) in order to enhance user experience; however, there is only limited research on users’ acceptance of AR in the tourism context. The technology acceptance model is the predominant theory for researching technology acceptance. Previous researchers used the approach of proposing external dimensions based on the secondary literature; however, they missed the opportunity to integrate context-specific dimensions. This paper therefore aims to propose an AR acceptance model in the context of urban heritage tourism. Five focus groups, with young British female tourists visiting Dublin and experiencing a mobile AR application, were conducted. The data were analysed using thematic analysis and revealed seven dimensions that should be incorporated into AR acceptance research, including information quality, system quality, costs of use, recommendations, personal innovativeness and risk as well as facilitating conditions.

An adoption framework for mobile augmented reality games: The case of Pokémon Go

Pokemon Go was the first mobile augmented reality (AR) game to reach the top of the download charts of mobile applications. However, little is known about this new generation of mobile online AR games. Existing theories provide limited applicability for user understanding. Against this background, this research provides a comprehensive framework based on uses and gratification theory, technology risk research, and flow theory. The proposed framework aims to explain the drivers of attitudinal and intentional reactions, such as continuance in gaming or willingness to invest money in in-app purchases. A survey among 642 Pokemon Go players provides insights into the psychological drivers of mobile AR games. The results show that hedonic, emotional, and social benefits and social norms drive consumer reactions while physical risks (but not data privacy risks) hinder consumer reactions. However, the importance of these drivers differs depending on the form of user behavior.

Effects of Virtual Reality and Augmented Reality on Visitor Experiences in Museum

This study aims to investigate the impact of Virtual Reality (VR) and Augmented Reality (AR) on the overall visitor experience in the context of museum. In tourism research, few attempts have been made to examine factors which enhance visitor experience using new and emerging technologies such as VR & AR respectively, however research on visitor experience in the mixed environment by combining both VR & AR is scarce. In particular, this study examined the impact of social presence on visitor experience in the mixed (VR & AR) environment by applying social presence theory and experience economy theory. Questionnaires administered to 163 museum visitors revealed that social presence in mixed (VR & AR) environments is a strong predictor of four realms of experience economy. Furthermore, all aspects of experience economy, except for esthetic experience, have a significant influence on visitor experience, which consequently induce the tourists’ intention to revisit Geevor museum. The results of this study provide theoretical and managerial implications for adoption of VR & AR technologies in museum.

Hotel guests’ social media acceptance in luxury hotels

Purpose This paper aims to propose and test a modified technology acceptance model for the social media networks (SMNs) in the luxury hotel context, integrating satisfaction and continued usage intention, using a mixed-method approach. SMNs have revolutionized the way people communicate, search for information and share experiences. The technology acceptance model is the predominant theory for researching technology acceptance; however, there is a gap in identifying and testing context-specific constructs. Design/methodology/approach This paper uses a mixed-method approach. The researchers conducted 16 interviews and 258 questionnaires with luxury hotel guests. Following the collection of data, interviews and questionnaires were analyzed using thematic and partial least square analysis. Findings Findings show that accessibility, trust, social influence and perceived benefits influence perceived ease of use and perceived usefulness, which affect attitude and satisfaction and ultimately continued usage intentions. Findings also reveal that enjoyment, although qualitatively proposed, does not influence luxury hotel guests’ SMNs continued usage intention. Practical implications This study suggests that hotel managers have to concentrate their marketing efforts in enhancing SMN’s interaction and increasing the number of positive reviews to retain current customers and acquire new ones. Hotels should also develop effective mobile strategies by adopting mobile social network webs and applications, as accessibility becomes more important in today’s marketplace. Originality/value Former scholars adopted the approach of proposing external dimensions based on previous research and, thus, did not integrate up-to-date and context-specific variables. Therefore, the present paper uses a new approach by exploring SMN-specific dimensions and testing them in the luxury hotel context.

Enhancing art gallery visitors’ learning experience using wearable augmented reality: generic learning outcomes perspective

The potential of Information and Communication Technology-enhanced visitor learning experience is increasing with the advancement of new and emerging technologies in art gallery settings. However, studies on the visitor learning experience using wearable devices, and in particular, those investigating the effects of wearable augmented reality on the learning experience within cultural heritage tourism attractions are limited. Using the generic learning outcomes framework, this study aims to assess how the wearable augmented reality application enhances visitor’s learning experiences. Forty-four volunteers who were visiting an art gallery were divided into two groups, an experimental group and a control group. Following their visit to the gallery, the volunteers, who had and had not used wearable computing equipment, were interviewed, and the data were analysed using thematic analysis. Findings revealed that the wearable augmented reality application helps visitors to see connections between paintings and personalize their learning experience. However, there are some drawbacks such as lack of visitor–visitor engagement and the social acceptability.

Cross-Cultural Differences in Adopting Mobile Augmented Reality at Cultural Heritage Tourism Sites

Augmented reality (AR) is increasingly used in cultural heritage tourism sites for the enhancement of the tourist experience. However, behavioral intention to adopt AR is dependent on cultural traits, and close investigation is required on cultural differences. To explore these cultural differences and the effect on AR acceptance in cultural heritage tourism sites, this study aims to focus on the aesthetic and hedonic characteristics of AR applications.,Data were collected in two countries with strong contrasts in Hofstede’s cultural dimensions to explore cultural differences in AR acceptance. In total, 145 questionnaires were collected in Deoksugung Palace, South Korea, and 119 questionnaires were collected in the An Post Museum, Republic of Ireland. Data were analyzed using PLS Graph 3.0.,The findings confirmed that the aesthetics of AR have a strong influence on perceived enjoyment. Furthermore, this study supported the notion that high power distance, collectivism and high uncertainty avoidance culture such as South Korea’s perceives stronger dependence on social influence and the hedonic characteristics of AR.,AR innovation and marketing within the hospitality and tourism industry requires an understanding of cultural differences to ensure successful implementation. In addition, tourism and hospitality managers need to ensure that the needs and requirements of different target markets are met.,This study applied Hofstede’s cultural dimensions to explore the differences between two very distinct countries with regard to AR acceptance. The findings provide important implications for the implementation of tourism AR applications for different countries, especially considering international target markets.

Understanding the Acceptance of Augmented Reality at an Organisational Level: The Case of Geevor Tin Mine Museum

Augmented Reality (AR) has recently emerged as a popular tool for tourism organisations to enhance visitors’ experiences through its ability to overlay information into the real world environment. Cultural heritage attractions such as museums have begun exploring the potentials and benefits of AR, but it remains a largely new field of research. The importance of user acceptance and adoption studies are well established; however, research into the implementation of AR from an organisational perspective is scarce. This study therefore aims to understand the perception towards AR implementation at an organisational level using semi-structured interviews with nine internal stakeholders at Geevor museum. Interviews were analysed using content analysis and findings demonstrate positive support for AR implementation, identifying a variety of potential ways it could enhance the experience of both visitors and staff.

Tourism distribution channels in European island destinations

Purpose Advances in information communication technologies (ICTs) have changed the tourism distribution channels model as traditional players continue to disappear or change their business model as new players and channels emerge due to technological developments. Therefore, the present study aims to propose a tourism distribution channels model for European Island destinations. Design/methodology/approach Using an exploratory approach, interviews with 34 tourism stakeholders were conducted at ITB Berlin and WTM London in March 2014 and March/November 2016, and analyzed using thematic analysis. Findings The findings revealed that a number of changes have taken place within the distribution channels market over the past six years. The disappearance of incoming travel agents has increased, while new forms of online communication and distribution have appeared. In particular, social media, online review sites, and mobile channels play an increasingly important role for hoteliers. Practical implications ICTs change the online landscape for tourist distribution in Island destinations and practitioners should make use of new online channels and be aware of disappearing tourism players to remain competitive. Originality/value First, this paper provides indications for the increased disintermediation in regard to incoming travel agents within the Cretan hospitality and tourism industry. Second, it investigates the issue of tourism distribution channels using a broad range of key tourism and hospitality players in order to provide a tourism distribution channels model for future reference. Finally, this study offers implications for the development of distribution strategies for tourism businesses and hoteliers in Crete.

How can Tourist Attractions profit from Augmented Reality

The benefits, value and potential of Augmented Reality (AR) are widely researched. However, the value of AR is most commonly discussed in relation to enhancing the tourist experience, rather than generating revenue or economic returns. Although AR promises to add value to the visitor experience and generate associated benefits, the financial implications and revenue model for AR implementation remain uncertain and therefore too much of a financial risk for most tourist organisations, typically Small to Medium Sized Enterprises (SMEs) characterised by limited funding. Thus, using the case of UNESCO recognised Geevor Tin Mine Museum, in Cornwall, UK, this study identifies ways in which tourism organisations can profit from AR implementation. Fifty semi-structured interviews with Geevor stakeholders, analysed using content analysis reveal a number of ways AR can be introduced to increase revenue generation and profits, therefore filling a gap in research and minimising the risk for managers and practitioners considering AR implementation.

Technological Innovations Transforming the Consumer Retail Experience: A Review of Literature

Technological advancements are largely responsible for the intensified competitiveness within the industry and the shift in consumers shopping and buying behavior. Global trends such as mobile devices and social media have led to a revolutionary change that has driven the decline in traditional ‘brick and mortar’ footfall, leading to the unfortunate failure of long-standing retailers that once dominated our high streets. Despite survival to date, current retail firms remain with high pressure to change strategy to connect with the digital natives of today. The integration of online and physical worlds must focus on promoting the experiential benefits that the in-store environment provides by integrating emergent technologies into the entire retail process. The following paper provides an insight into current technological innovations that are transforming the consumer experience in a myriad of ways. Then, recommendations for practitioners regarding strategic implementation of future Augmented Reality (AR) and Virtual Reality (VR) technologies are presented, followed by an overview of future implications of said technologies.