An Empirical Study of Augmented Reality (AR) Technologies Used for Tourism Marketing and Improved Travel Experience

Augmented reality (AR) is fast becoming one of the staples of modern communication, and the tourism industry is potentially one of the most important beneficiaries of this new type of information technology. Its intrinsic characteristics make it very well adapted to mediate and improve the experience of tourists during their visit to various types of destination and attractions. Augmented reality technologies have the potential to help tourism providers promote destinations in more compelling and immersive ways. Our article identifies and discusses various opportunities to use augmented reality in tourism, reviewed the relevant published literature for current AR applications that can be used for tourism marketing, and highlighted research gaps

Exploring museum visitors’ virtual reality experiences: An online user-generated content approach

Despite the emerging virtual reality (VR), little is known about museum visitors’ VR experiences. Particularly, empirical studies through online user-generated content have been rarely attempted. This research note seeks to explore VR experiences through user-generated content in the museum setting. Using 1,891 reviews and attribute data from TripAdvisor, multiple analytical techniques were conducted in spatial, temporal, satisfaction, perceptional (bigram co-occurrence network graph), and sentimental (Russel’s Circumplex Model of Affect) aspects to explore the current marketing landscape of museum visitors’ VR experience. The findings showed that VR experiences were dominantly distributed in North America, Europe, and Oceania; the experiences were mainly focused during 2017 and 2018; museums of highly ranked satisfactions showed characteristics of historical war and military; functional elements of VR indicated predominantly in users’ perceptions; high arousal and pleasure was the most dominant emotional sector. These findings can help practitioners comprehend the VR market in a museum context

The Influence of Technology Readiness on Satisfaction and Destination Loyalty toward Augmented Reality Technologies

Technology has been changing the travel experience of visitors. Particularly, Augmented Reality is one of the emerging technologies, which widely used in cultural heritage tourism sites. This study is based on a new technology acceptance model and future modified this model to examine the relationship between product beliefs, consumer satisfaction with AR, and destination loyalty in cultural heritage sites. Moreover, this paper examined the role of technology readiness forming travellers’ loyalty of destination with a kind of travel technology--AR. The results show that perceived usefulness and perceived ease of use have significant effects on the satisfaction of AR towards the travellers’ loyalty of destination. TR is found to have moderating effects on this model

Enhancing the Museum Experience of an Augmented Reality (AR) Art Exhibition Through Digital Exhibit Labels and Gamification

Due to emerging and disruptive technologies, museums are searching for ways to enhance their visitors’ experience. This paper investigates aspects of an Augmented Reality (AR) art exhibition for their potential effects on a visitor’s museum experience and engagement. Through a mixed experimental design we tested the effects of two factors, namely the exhibit label’s Channel (print vs. digital) and the presence of Gamification (none vs. quiz game). Forty seven participants were randomly assigned to one of two groups, each with two treatments: (1) Print No Gamification and With Gamification (n = 24), (2) Digital No Gamification and With Gamification (n = 23). Results revealed that displaying exhibit labels for AR artworks in digital rather than print form resulted in a significantly higher level of Cognitive Absorption among participants. This, in turn, had a positive impact on visitors’ aesthetics, education, entertainment and escapism (4Es), and ultimately both engagement and behavioural intentions

Strategi Resiliensi Museum dan Galeri Foto Jurnalistik Antara Menghadapi Pandemi Covid-19

The implementation of the Large-Scale Social Restrictions (PSBB) policy in order to reduce the number of transmission of the coronavirus (Covid-19) pandemic cases in Jakarta leads several cultural heritage sites such as museums close the physical access to visits. In the midst of these limitations, the Antara Journalistic Museum and Photo Gallery made a breakthrough by establishing the museum digitization approach using Video Reality (VR) technology. This article was written to see how the strategy for the resilience of Cultural Heritage Sites in the Museum and Journalistic Photo Gallery is between maintaining some journalistic photo exhibition agendas amidst the lack of public interest in visiting museums plus the threat of a multidimensional crisis due to the Covid-19 pandemic. This research was written using qualitative methods with a descriptive approach. The existence of this facility provides a new alternative for the public to continue visiting and accessing journalistic photo exhibition programs and activities which have been regularly held at the Antara Museum and Photo Journalistic Gallery so far. Having concern with the strength of the mission to preserve historical value as one of the broadcasting spaces for independence and to disseminate journalistic knowledge, especially related to the photojournalism to the younger generation and the strong encouragement of the community, the Antara Journalistic Photo Gallery and Museum is encouraged to survive and continue to operate in organizing activities that have been consistently scheduled yearly.

Understanding mobile augmented reality adoption in a consumer context

Purpose The purpose of this paper is to further our knowledge of what influences users to adopt mobile augmented reality in tourism (MART). A conceptual model is proposed, combining the extension of Unified Theory of Acceptance and Usage of Technology (UTAUT2) with task technology fit (TTF), to explain behavioural intention and user behaviour of MART adopters. Design/methodology/approach A questionnaire was completed by a sample of 335 respondents in Portugal. Both UTAUT2 and TTF were combined into a new model from which several hypotheses were drawn based upon the literature. Findings The results have shown that the model explains 72 per cent of the variance in behaviour intention to use MART and 45 per cent of the variance in user behaviour. Originality/value MART is becoming increasingly known to travellers as it provides the user diverse and useful information with a real relationship with the world. By studying behaviour and what influences consumers to use MART, this study aims to advance the research into new technologies in tourism.info:eu-repo/semantics/acceptedVersio

A True AR Authoring Tool for Interactive Virtual Museums

In this work, a new and innovative way of spatial computing that appeared recently in the bibliography called True Augmented Reality (AR), is employed in cultural heritage preservation. This innovation could be adapted by the Virtual Museums of the future to enhance the quality of experience. It emphasises, the fact that a visitor will not be able to tell, at a first glance, if the artefact that he/she is looking at is real or not and it is expected to draw the visitors' interest. True AR is not limited to artefacts but extends even to buildings or life-sized character simulations of statues. It provides the best visual quality possible so that the users will not be able to tell the real objects from the augmented ones. Such applications can be beneficial for future museums, as with True AR, 3D models of various exhibits, monuments, statues, characters and buildings can be reconstructed and presented to the visitors in a realistic and innovative way. We also propose our Virtual Reality Sample application, a True AR playground featuring basic components and tools for generating interactive Virtual Museum applications, alongside a 3D reconstructed character (the priest of Asinou church) facilitating the storyteller of the augmented experience.Comment: This is a preprint of a chapter for a planned book that was initiated by "Visual Computing in Cultural Heritage" and that is expected to be published by Springer. The final book chapter will differ from this preprin