Timothy Jung

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.

Dublin AR: Implementing Augmented Reality in Tourism

The use of modern technology is becoming a necessity of many destinations to stay competitive and attractive to the modern tourist. A new form of technology that is being used increasingly in the public space is virtual- and Augmented Reality (AR). The aim of this paper is to investigate tourists’ requirements for the development of a mobile AR tourism application in urban heritage. In-depth interviews with 26 international and domestic tourists visiting Dublin city were conducted and thematic analysis was used to analyze the findings of the interviews. The findings suggest that although Augmented Reality has passed the hype stage, the technology is just on the verge of being implemented in a meaningful way in the tourism industry. Furthermore, they reveal that it needs to be designed to serve a specific purpose for the user, while multi-language functionality, ease of use and the capability to personalize the application are among the main requirements that need to be considered in order to attract tourists and encourage regular use. This paper discusses several significant implications for AR Tourism research and practice. Limitations of the study which should be addressed in future research are discussed and recommendations for further research are provided.

Google Glass Augmented Reality: Generic Learning Outcomes for Art Galleries

Art galleries are increasingly asked to provide evidence of their efforts towards facilitating visitors’ learning experience. Augmented reality (AR) and wearable computing has the potential to create a realistic learning environment. Using Google Glass allows art gallery visitors to receive augmented information while looking at paintings. The Generic Learning Outcomes (GLO) framework was specifically designed to investigate visitors’ learning experience in museums and art galleries however, research on art galleries visitors’ learning experience through wearable computing and AR applications is scarce. This study aims to assess how Google Glass enhances visitors’ learning outcomes within the art gallery environment. Twenty-two visitors participated in a test of the Google Glass Museum Zoom application. Visitors were interviewed and the data were analysed using thematic analysis and revealed that Google Glass helps visitors to see connections and enhance the knowledge and understanding of paintings.

Examining the Cultural Differences in Acceptance of Mobile Augmented Reality: Comparison of South Korea and Ireland

Augmented Reality (AR) is one of the emerging technologies used in cultural heritage tourism sites around the world. However, the process of having behavioural intention to use AR can be varied in different culture. Thus, this study selected two different countries, South Korea and Ireland, having high smartphone penetration rates, but with very different cultural profiles, and investigated the impact of cultural difference on acceptance of AR application (app) in cultural heritage tourism sites. Further, this study focused on the aesthetic and hedonic characteristics of AR apps from the perspective of hedonic information system. The results showed that aesthetics of AR have the strongest influence on perceived enjoyment. Also, as expected, South Korea, having high power distance, collectivism, and high uncertainty avoidance culture, displayed stronger dependence on social influence and hedonic characteristics of AR. Based on these findings, we present theoretical and practical implications.

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.

Mapping requirements for the wearable smart glasses augmented reality museum application

Purpose Recent advancements in wearable computing offer opportunities for art galleries to provide a unique experience. However, to ensure successful implementation of this new technology in the visitor industry, it is essential to understand user requirements from a visitor’s point of view. Therefore, the aim of this paper is to investigate visitors’ requirements for the development of a wearable smart glasses augmented reality (AR) application in the museum and art gallery context. Design/methodology/approach Interviews with 28 art gallery visitors were conducted and an affinity diagram technique was used to analyze the interviews. Findings The findings reveal that wearable AR is in its infancy and that technical and design issues have to be overcome for a full adoption. It reveals that content requirement, functional requirement, comfort, experience and resistance are important when developing and implementing the wearable AR application in the museum and art gallery contexts. Originality/value Mapping user requirements in the wearable smart glasses AR context using an affinity diagram is a new approach and therefore contributes to the creation of knowledge in the tourism domain. Practically, the area of wearable technologies and AR within the tourism and visitor industry context is still relatively unexplored, and the present paper provides a first foundation for the implementation of wearable smart glasses AR applications in the museum and art gallery context.

Influence of festival attribute qualities on Slow Food tourists’ experience, satisfaction level and revisit intention The case of the Mold Food and Drink Festival

The purpose of this study is to examine the impact of Slow Food festival attributes on visitors’ overall experience, their satisfaction level and revisit intention. A total of 209 usable questionnaires were collected from visitors at Mold Slow Food festival, and exploratory factor analysis was conducted using analysis of moment structures version 19.0. A theoretical model representing the relationships among festival attribute qualities, experience quality, satisfaction level and revisit intention is examined using path analysis. With the addition of new paths from programmes to satisfaction and from food and other amenities to satisfaction, a revised theoretical model emerged. It indicated that all three festival attribute qualities (programmes, food and other amenities and entertainment) have direct impacts on the visitors’ overall experience and satisfaction; however, only the quality of food and other amenities contributed directly to revisit intention of the Slow Food festival.

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.

Embodiment of Wearable Augmented Reality Technology in Tourism Experiences

The increasing use of wearable devices for tourism purposes sets the stage for a critical discussion on technological mediation in tourism experiences. This article provides a theoretical reflection on the phenomenon of embodiment relation in technological mediation and then assesses the embodiment of wearable augmented reality technology in a tourism attraction. The findings suggest that technology embodiment is a multidimensional construct consisting of ownership, location, and agency. These support the concept of technology withdrawal, where technology disappears as it becomes part of human actions, and contest the interplay of subjectivity and intentionality between humans and technology in situated experiences such as tourism. It was also found that technology embodiment affects enjoyment and enhances experience with tourism attractions.