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1 – 10 of 35Timothy Hyungsoo Jung, Hyunae Lee, Namho Chung and M. Claudia tom Dieck
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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Practical implications
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.
Originality/value
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.
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M. Claudia tom Dieck, Nina Krey and Eleanor Cranmer
The current study explores two distinct augmented reality (AR) experiences (hedonic and utilitarian) to determine the drivers of satisfaction and word-of-mouth (WOM)…
Abstract
Purpose
The current study explores two distinct augmented reality (AR) experiences (hedonic and utilitarian) to determine the drivers of satisfaction and word-of-mouth (WOM). Specifically, this research investigates how different AR characteristics (person–virtual environment (VE) interaction, novelty) impact reality congruence and immersion, which ultimately lead to satisfaction and WOM.
Design/methodology/approach
We tested the proposed model using a US consumer sample (N = 401) by applying partial least squares structural equation modeling (PLS-SEM) to reveal differences across the AR experiences regarding the mediating effects of immersion and reality congruence. Furthermore, we administered PLS-SEM multigroup analysis to identify differences for hedonic and utilitarian AR experiences.
Findings
This study provides important insights into the use of AR to create value-driven consumer experiences and outcome behaviors. Interacting with the virtual environment (VE) enhances immersion for hedonic AR experiences while it leads to higher levels of reality congruence for utilitarian AR experiences. While established relationships such as novelty to immersion continue to be significant, new constructs such as person–VE interaction and reality congruence immerge as stronger influences.
Originality/value
To date, most studies have implemented apps such as IKEA Place and have considered value as one comprehensive construct. However, limited research has examined differences in hedonic and utilitarian AR experiences. The current findings enhance the understanding of utilizing value-driven consumer experiences within the AR context to achieve desirable outcome behaviors.
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Christos Pantelidis, M. Claudia tom Dieck, Timothy Hyungsoo Jung, Paul Smith and Amanda Miller
The purpose of this study is to explore from a place attachment (PA) theory perspective the extent to which and how, a fully immersive virtual reality (VR) experience enhances…
Abstract
Purpose
The purpose of this study is to explore from a place attachment (PA) theory perspective the extent to which and how, a fully immersive virtual reality (VR) experience enhances tourists’ attachment level on-site at a rural destination.
Design/methodology/approach
This study applied an exploratory mixed method approach. Respondents were tourists visiting the Lake District National Park who were asked to try a VR experience. In Study 1, interviews were conducted to explore new themes and to develop an enhanced PA framework in VR. Study 1 confirmed existing variables from the literature and highlighted new variables (themes) to be included in the new framework on how PA is formed. In Study 2, surveys were conducted, and the proposed framework analyzed using structural equation modelling (PLS-SEM). To fully understand how VR had an impact on enhancing PA, the moderating effect of tourists’ pre-existing PA was considered.
Findings
The findings revealed “Accessibility”, “Memories” and “Increased Place Knowledge” as new themes (variables) and confirmed that these and established variables “Aesthetics” and “Presence” enhance PA, leading to increased loyalty. Significant moderating effects of existing PA were found.
Practical implications
VR serves as a complementary and substitutional tool for tourism. Tailored VR experiences for diverse tourist needs may enhance destination marketing and competitiveness. For tourists with low PA, destinations should focus on promoting activities and highlights to enhance engagement and the experiential understanding of the destination. For tourists with high PA, VR experiences should focus on providing a comprehensive view of the destination and unveiling new places. In both cases, the VR experience leads to deeper engagement with the destination and an increase in PA.
Originality/value
Research on the impact of VR on tourists’ PA is limited. To address this gap, this study’s theoretical contribution lies in developing and testing a PA framework within a VR and tourism context. This also includes the validation of new measurement items developed in relation to the new themes.
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Kyunghwa Hwang, M. Claudia tom Dieck, Timothy Jung and Ohbyung Kwon
The purpose of this study is to expand the experience economy model and to determine if this model provides a better understanding of the process of growing intention to continue…
Abstract
Purpose
The purpose of this study is to expand the experience economy model and to determine if this model provides a better understanding of the process of growing intention to continue using religious cultural heritage content delivered digitally and intention to visit religious cultural heritage sites. In particular, it examines the influence of spiritual experience on the evaluation of religious cultural heritage content, comparing delivery via virtual reality (VR) to a web-based experience.
Design/methodology/approach
In this study, a representative religious cultural heritage destination, Jerusalem, was chosen as an example for the application. Participants (n = 292) were randomly divided into two groups, one group using the web and the other group experiencing VR. After experiencing the destination virtually, participants completed a survey, the results of which were analyzed using path analysis and multi-group analysis.
Findings
The results suggest that spiritual experience mediates the four elements of Pine and Gilmore (1998) experience economy model and the intention to continue engaging with the content virtually. Intellectual awareness of religious cultural heritage strengthens the spiritual experience, which mediates educational and aesthetic experiences and the successful use of VR and the web. Additionally, for participants experiencing VR, the influence of spiritual experience on the intention to continue using the virtual media to consume content related to religious cultural heritage sites and to visit actual religious heritage sites was stronger than for participants using the web.
Originality/value
This study based on an expanded experience economy model explores the use of digital technologies for the enhancement of spiritual experience. Comparison of web-based and VR content delivery provides important implications for destination marketers in terms of promoting destinations online and encouraging intention to visit actual sites in the future.
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M. Claudia Tom Dieck, Paraskevi Fountoulaki and Timothy Hyungsoo Jung
Advances in information communication technologies (ICTs) have changed the tourism distribution channels model, as traditional players continue to disappear or change their…
Abstract
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, while new players and channels emerge because of technological developments. Therefore, this 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 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.
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Timothy Hyungsoo Jung and M. Claudia tom Dieck
This paper aims to propose a value co-creation framework through examining the opportunities of implementing augmented reality, virtual reality and 3D printing into the visitor…
Abstract
Purpose
This paper aims to propose a value co-creation framework through examining the opportunities of implementing augmented reality, virtual reality and 3D printing into the visitor experience at cultural heritage places.
Design/methodology/approach
This study proposes the conceptual model of value co-creation using a case-study approach by presenting some cases of a cultural heritage place in the UK.
Findings
The findings of this study suggest that the effective use of multiple technologies in the context of cultural heritage places contributes to the co-creation of value for both cultural heritage organisations and also for visitors’ pre-visit, onsite and post-visit experience. Businesses can benefit from increased spending, intention to return and positive word-of-mouth, while visitors receive a personalised, educational, memorable and interactive experience.
Practical implications
Cultural heritage places have to find new ways to survive increasingly fierce competition. Using technology and the concept of value co-creation can prove to be a valuable concept in an attempt to attract new target markets, enhance visitors’ experience, create positive word-of-mouth and revisit intentions.
Originality/value
Recently, increased importance has been placed on the co-creation of value to account for consumers' interest in playing some part in the development of services and products. This study takes a holistic approach using augmented reality, virtual reality and 3D printing from a value co-creation perspective.
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Timothy Hyungsoo Jung, M. Claudia Tom Dieck and Namho Chung
With the emergence of mobile devices, factors such as interaction and ubiquity have become increasingly important in the use of social media networks. However, regarding hotel…
Abstract
Purpose
With the emergence of mobile devices, factors such as interaction and ubiquity have become increasingly important in the use of social media networks. However, regarding hotel guests’ use of social media, knowledge about how those factors contribute to guests’ continued social media use remains limited. The purpose of this study is to examine the influence of interaction and ubiquity mediated by trust, benefits and enjoyment on hotel guests’ continued use of social media networks.
Design/methodology/approach
To examine the hypotheses, a self-administered questionnaire was posted by ten UK hotels on their social media pages. A total of 258 usable data were collected and analyzed using partial least squares analysis.
Findings
Two social media characteristics – interaction and ubiquity – influenced hotel guests’ continued use of social media via the mediating variables of trust, benefits and enjoyment.
Originality/value
This study bridges the gap in research regarding intended continued use of social media networks by offering new empirical evidence concerning the determinants of hotel guests’ continued use of social media.
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M. Claudia tom Dieck, Eleanor Cranmer, Alexandre Prim and David Bamford
The use of augmented reality (AR) and experiential learning go hand in hand. Although AR learning opportunities have been well discussed, there is limited empirical research on…
Abstract
Purpose
The use of augmented reality (AR) and experiential learning go hand in hand. Although AR learning opportunities have been well discussed, there is limited empirical research on the use of AR within higher education settings. Drawing from the uses and gratifications theory (U>), this study aims to explore the use of AR for learning satisfaction and student engagement, while also examining differences in learning styles.
Design/methodology/approach
This study used experiments with higher education students in the UK to explore the use of AR as part of the learning experience. Data from 173 students who experienced AR as part of their learning experience were analysed using partial least square analysis.
Findings
The authors found that hedonic, utilitarian, sensual and modality gratifications influence AR learning satisfaction and student engagement. Furthermore, the authors found differences between active and passive learners with regards to utilitarian (information seeking, personalisation) and sensual gratifications (immersion, presence) and effects on learning satisfaction.
Originality/value
This study developed and validated a U> framework incorporating different learning styles rooted in Kolb’s learning cycle. Findings provide important implications for the use of commercial AR applications as part of the learning experience within higher education settings.
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M. Claudia tom Dieck, Eleanor Cranmer, Alexandre Luis Prim and David Bamford
Augmented reality (AR) is transforming the business and interactive marketing landscape. This research aims to investigate consumers' degree of involvement and if a feeling of…
Abstract
Purpose
Augmented reality (AR) is transforming the business and interactive marketing landscape. This research aims to investigate consumers' degree of involvement and if a feeling of immersion and presence influences AR shopping satisfaction, comparing high- and low-immersive AR experiences.
Design/methodology/approach
This paper uses a quantitative approach. Two studies were carried out: a high-immersive AR experiment with 173 participants and a low-immersive AR experience with 222 participants. Findings were analyzed using partial least square structural equation modeling with SmartPLS.
Findings
Results indicate the antecedents of immersion and presence differ when it comes to different immersive AR levels. In a high-immersive AR experience, flow, information seeking and novelty are attributes related to immersion, while enjoyment and personalization are related to presence. Contrastingly, in a low-immersive AR experience, only flow is related to immersion, while information seeking, novelty and personalization are related to presence. These results highlight the role of immersion and presence as mediators for AR shopping satisfaction experience.
Originality/value
This study's originality lies in the use of a rival model for analysis. Findings suggest a contingent perspective of AR experience, depending on high- or low-immersion experience, so companies must pay attention for how to measure AR experiences to increase involvement and satisfaction.
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M. Claudia tom Dieck, Dai-In Danny Han and Philipp A. Rauschnabel
The hospitality and tourism industry is strongly influenced by new and immersive technologies, such as augmented reality (AR), to enhance customer experiences across a diverse set…
Abstract
Purpose
The hospitality and tourism industry is strongly influenced by new and immersive technologies, such as augmented reality (AR), to enhance customer experiences across a diverse set of touchpoints throughout the visitor journey. This paper aims to provide a holistic understanding of AR marketing for this industry context, present a number of fundamental premises of AR marketing within it and establish an agenda for future AR research.
Design/methodology/approach
This study reviews current literature on AR marketing, hospitality and tourism and industry use cases for the creation of a proposed conceptual framework to guide scholars and managers. Based on that, the authors propose fundamental premises.
Findings
The three fundamental premises of AR marketing presented are the need to clearly differentiate between AR and virtual reality within hospitality and tourism; the use of AR for the on-trip experience; and the combined focus on content, context, customer and computing devices for a successful strategic implementation of AR.
Research limitations/implications
This study serves as a first point of reference for the strategic integration of AR into hospitality and tourism marketing, both from an industry and academic point of view.
Practical implications
The authors provide a number of managerial recommendations based on our three fundamental premises.
Originality/value
To the best of the authors’ knowledge, this study is one of the first to holistically characterize AR marketing in the hospitality and tourism context. It also highlights the fundamental premises of successful AR marketing and future directions of AR research today and in a spatial computing future.
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