Augmented Reality in Tourism

Презентация изнутри:

Слайд 0

Augmented Reality in Tourism Larissa Neuburger, MA 22th October 2015

Слайд 1

Augmented Reality …an enhanced version of reality created by the use of technology to overlay digital information on an image of something being viewed through a device (as a smartphone camera). (Merriam-Webster, 2015) …describes the concept of augmenting a view of the real world with 2D images or 3D objects. (Woods et al., 2004)

Слайд 2

Augmented vs. Virtual

Слайд 3

Augmented vs. Virtual Augmented Reality Virtual Reality Supplementing Replacing Not block out the world Blocks out the real world Can be used anywhere Best in controlled environment No need to be realistic Virtual world has to be realistic 3D rendering is not crucial 3D rendering necessary Challenge tracking & sensing No need for tracking & sensing Source: Digi-Capital, 2015

Слайд 4

Future Perspective

Слайд 5

AR in medicine

Слайд 6

AR in manufacturing

Слайд 7

AR in Education

Слайд 8

AR in Retail

Слайд 9

AR in Tourism

Слайд 10

AR in the museum "[…] AR tools offer users the possibility to deploy their phones as pocket-sized screens through which surrounding spaces become the stage for endless extra layers of information." (Schavemaker, 2011) Limited space in museums Visitor interaction No expensive hardware Easy to use

Слайд 11

Target Recognition

Слайд 12

Case Study Dommuseum

Слайд 13

Dommuseum Salzburg Part of Domquartier Open since May 2014 “Five members – one experience” 15.000 m² 2.000 exhibits 1.300 years of history art treasures from churches & Cathedral of Salzburg

Слайд 14

Experience Economy Differentiation Experience Service Goods Commodities Source: Adapted from Pine, Gilmore 2011, p.34 Pricing

Слайд 15

The Perfect Experience Source: Adapted from Pine, Gilmore 1999, p.30

Слайд 16

Museum Experience Scale Engagement Knowledge/ Learning Meaningful Experience Source: Othman et al., 2011 Emotional Connection

Слайд 17

Research Design Experimental Group Questionnaire Experiment Control Group

Слайд 18

Collected Data Sample Size = 178 Reliability Test: Cronbach´s Alpha > 0,7 required & validated All results significance level: p < 0,05 or p < 0,01

Слайд 19

Results Experience Overall Experience 5,22 Education 5,74 Esthetics 5,65 Entertainment 5,02 Escapism 4,48 Escapism Mean Entertainment Esthetics Education 4,48 5,02 5,65 5,74 Overall Experience 5,22

Слайд 20

Results MES Overall MES 5,03 Knowledge/Learning 5,76 Engagement 5,62 Meaningful Experience 5,01 Emotional Connection 3,76 0 Emotional Connection Mean 3,76 1 Meaningful Experience 5,01 2 3 Engagement 5,62 4 5 6 Knowledge/Le Overall MES arning 5,76 5,03 7

Слайд 21

Is Augmented Reality enhancing the experience of museum visitors?

Слайд 22

T-Test Experience Construct Results Entertainment Significant Result Education Significant Result Escapism Significant Result Esthetics Not Significant Result Overall Experience Significant Result

Слайд 23

T-Test MES Construct Results Engagement Significant Result Knowledge/Learning Significant Result Emotional Connection Significant Result Meaningful Experience Significant Result Overall Museum Experience Scale Significant Result

Слайд 24

/larissaneuburger @larraneu [email protected]

Слайд 25

Picture credits Augmented Reality: Virtual Reality: Medicine: Manufacturing: Education: Retail: Tourism:

Слайд 26