'Where do heritage trails go to die?' stepping out at the British seaside

Heritage trails are an important route into accessing the histories of seaside resorts and communities. They are a multifaceted tourist product/experience, combining a series of complex tourism policy objectives around economic and cultural development. Trails are considered not just as a mechanism to historical learning about place but area located within a cultural politics of destination marketing and geographical imaginaries that spatialise the cultural heritage of place in different ways, emphasising local, transnational and global ‘claims to fame’. This chapter offers a critical overview of UK seaside heritage trails, based upon a mixed method qualitative study which included participatory research, site visits and a content analysis of trail brochures, leaflets, signage and web materials. A typology of seaside heritage trails is provided, to account for different social, political and economic objectives inherent in the proliferation of this significant coastal leisure product

Design and implementation of an augmented reality application for rock art visualization in Cova dels Cavalls (Spain)

[EN] Prehistoric rock art paintings, specifically rock-shelters exposed to environmental and anthropogenic factors, are usually faint and severely damaged, being them difficult to identify and understand by visitors. Augmented Reality (AR) supplements reality with virtual information superimposed onto the real world. This sensor-based technology in smartphones/tablets can improve the paintings experience displaying the 2D digital tracings overlapped onto the real scene (rock with faint paintings). This paper presents an AR application (app) developed in Cova dels Cavalls that shows a recreation of a possible original composition full of motifs with descriptive information to improve current guided tour user experiences. This case study aims to evaluate the rock art AR app targeting non-expert visitors as a means of improving rock art knowledge and sensibility of a fragile archaeological UNESCO Work Heritage site. To achieve this, a variety of participants with different backgrounds and interests tested the AR app on site and answered a complete questionnaire about the use of AR mobile apps. Overall, the results showed great acceptance of this AR app, mainly because in addition to adding new information interactively, it helps to identify the rock art motifs, as well as to recognise them quickly, improving their understanding.The authors gratefully acknowledge the support from the Spanish Ministerio de Economia y Competitividad to the project HAR201459873-R. The authors acknowledge the authorisation of the Conselleria d'Educacio, Investigacio, Cultura i Esports the chance to carry out research at this exceptional archaeological site.Blanco-Pons, S.; Carrión-Ruiz, B.; Lerma, JL.; Villaverde, V. (2019). Design and implementation of an augmented reality application for rock art visualization in Cova dels Cavalls (Spain). Journal of Cultural Heritage. 39:177-185. https://doi.org/10.1016/j.culher.2019.03.014S1771853

Revealing the Shopper Experience of Using a "Magic Mirror" Augmented Reality Make-Up Application

Virtual try-ons have recently emerged as a new form of Augmented Reality application. Using motion caption techniques, such apps show virtual elements like make-up or accessories superimposed over the real image of a person as if they were actually wearing them. However, there is as of yet little understanding about their value for providing a viable experience. We report on an in-situ study, observing how shoppers approach and respond to such a "Magic Mirror" in a store. Our findings show that after the initial surprise, the virtual try-on resulted in much exploration when shoppers looked at themselves on a display integrated in the make-up counter. Behavior tracking data from interactions with the mirror supported this. Moreover, survey data measured perceptions of augmentation as well as hedonic and utilitarian value of the app and suggested the augmented experience was perceived to be playful and credible while also acting as a strong driver for future behavior. We discuss opportunities and challenges that such technology brings for shopping and other domains

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 experience. This paper 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

Analysis and Development of Augmented Reality Applications for the Dissemination of Cultural Heritage

Tesis por compendio[ES] La RA consiste en la superposición de elementos virtuales sobre el entorno real, de manera que el usuario percibe estos elementos como si formaran parte de la realidad que está visualizando. Las aplicaciones de RA en dispositivos móviles permiten visualizar el contenido virtual a través de la cámara del dispositivo. La RA es una herramienta de divulgación muy potente ya que permite añadir a la realidad cualquier tipo de información, desde un simple texto informativo a un modelo 3D interactivo. Tiene infinitas utilidades, puede servir de guía en un museo, puede mostrar la recreación de un monumento destruido, o como en el caso de estudio aquí presentado, ayudar a la interpretación de pinturas rupestres. Esta tesis parte de la idea de que la RA puede mejorar mucho la interpretación del arte rupestre sin alterar ni dañar las pinturas. Puede servir para atraer a un público mayor, dar a conocer la historia de las pinturas rupestres y que al mismo tiempo el visitante tenga una experiencia mucho más enriquecedora. A lo largo de la tesis se ha estudiado en profundidad la técnica de visualización de RA mediante dispositivos móviles. Se han analizado las diferentes librerías de programación mediante casos de estudio en entornos reales y examinado los factores que pueden afectar al reconocimiento de las pinturas. Se ha desarrollado una aplicación de RA aplicada a un caso real de pinturas rupestres y posteriormente ha sido evaluada por un grupo de personas. Finalmente, se ha estudiado el efecto de la luz solar y sus cambios a lo largo del día sobre el reconocimiento de imágenes en entornos al aire libre. Este trabajo proporciona un punto de partida para el desarrollo de aplicaciones de RA aplicadas a la difusión del patrimonio cultural, especialmente centrado en el arte rupestre, un entorno que sufre de unas dificultades añadidas debido a su localización, dificultad de reconocimiento de puntos característicos en las pinturas y los cambios en la luz solar, problemas que se han tratado de resolver a lo largo del estudio. Las principales conclusiones han sido muy favorables, partiendo de librerías de programación disponibles y gratuitas. Se han podido desarrollar un conjunto de aplicaciones de RA en diferentes lugares. Las valoraciones han sido muy positivas, los usuarios que han probado las aplicaciones afirman que la interpretación de las pinturas les resulta más fácil y consiguen entender mejor el propósito de las mismas. El principal inconveniente encontrado es la falta de conocimiento sobre esta técnica y la pérdida de realismo en algunos casos debido a la oclusión, es decir, que los objetos virtuales no se posicionen por detrás de los objetos reales. La buena noticia es que esta tecnología evoluciona muy rápido y durante el desarrollo de la tesis ha habido avances muy grandes, entre ellos, el desarrollo de nuevas librerías de programación desarrolladas por Google y Apple, que proporcionan las herramientas necesarias para crear aplicaciones muy potentes e immersivas, donde el usuario se sentirá parte de los entornos creados.[CA] La RA consisteix en la superposició d'elements virtuals sobre l'entorn real, de manera que l'usuari percep aquests elements com si formaren part de la realitat que està visualitzant. Les aplicacions de RA en dispositius mòbils permeten visualitzar el contingut virtual a través de la cambra del dispositiu. La RA és una eina de divulgació molt potent ja que permet afegir a la realitat qualsevol tipus d'informació, des d'un simple text informatiu a un model 3D interactiu. Té infinites utilitats, pot servir de guia en un museu, pot mostrar la recreació d'un monument destruït, o com en el cas d'estudi ací presentat, ajudar a la interpretació de pintures rupestres. Aquesta tesi parteix de la idea que la RA pot millorar molt la interpretació de l'art rupestre sense alterar ni danyar les pintures. Pot servir per a atraure a un públic major, donar a conéixer la història de les pintures rupestres i que al mateix temps el visitant tinga una experiència molt més enriquidora. Al llarg de la tesi s'ha estudiat en profunditat la tècnica de visualització de RA mitjançant dispositius mòbils. S'han analitzat les diferents llibreries de programació mitjançant casos d'estudi en entorns reals i analitzat els factors que poden afectar el reconeixement de les pintures. S'ha desenvolupat una aplicació de RA aplicada a un cas real de pintures rupestres i posteriorment ha sigut avaluada per un grup de persones. Finalment, s'ha estudiat l'efecte de la llum solar i els seus canvis al llarg del dia sobre el reconeixement d'imatges en entorns a l'aire lliure. Aquest treball proporciona un punt de partida per al desenvolupament d'aplicacions de RA aplicades a la difusió del patrimoni cultural, especialment centrat en l'art rupestre, un entorn que pateix d'unes dificultats afegides a causa de la seua localització, dificultat de reconeixement de punts característics en les pintures i els canvis en la llum solar, problemes que s'han tractat de resoldre al llarg de l'estudi. Les principals conclusions han sigut molt favorables, partint de llibreries de programació disponibles i gratuïtes. S'han pogut desenvolupar un conjunt d'aplicacions de RA en diferents llocs. Les valoracions han sigut molt positives, els usuaris que han provat les aplicacions afirmen que la interpretació de les pintures els resulta més fàcil i aconsegueixen entendre millor el propòsit d'aquestes. El principal inconvenient trobat és la falta de coneixement sobre aquesta tècnica i la perduda de realisme en alguns casos a causa de l'oclusió, és a dir, que els objectes virtuals no es posicionen per darrere dels objectes reals. La bona notícia és que aquesta tecnologia evoluciona molt ràpid i durant el desenvolupament de la tesi hi ha hagut avanços molt grans, entre ells, el desenvolupament de noves llibreries de programació per Google i Apple, que proporcionen les eines necessàries per a crear aplicacions molt potents i immersives, on l'usuari se sentirà part dels entorns creats.[EN] AR consists of superimposing virtual elements on the real environment, so that the user perceives these elements as if they were part of the reality they are looking at. AR applications on smartphones allow virtual content to be visualised through the device's camera. AR is a very powerful tool for dissemination as it allows any type of information to be added to reality, from a simple informative text to an interactive 3D model. It can be used as a guide in a museum, it can show the recreation of a destroyed monument, or, as in the case study presented here, it can help in the interpretation of cave paintings. This thesis is based on the idea that AR can greatly enhance the interpretation of rock art without affecting or damaging the paintings. It can be used to attract a wider audience, to introduce the history of the rock art paintings and at the same time provide the visitor with a much more enriching experience. Throughout the thesis, the technique of AR visualisation using mobile devices has been studied in-depth. The different programming libraries have been analysed by means of case studies in real environments as well as the factors that can affect the paintings recognition. An AR application applied to a real case of rock art paintings has been developed and subsequently evaluated by a group of people. Finally, the effect of sunlight and its changes throughout the day on image recognition in outdoor environments has been studied. This work provides a starting point for the AR applications development applied to the dissemination of cultural heritage, especially focused on rock art, an environment that suffers from additional difficulties due to its location, the difficulty of characteristic points recognition and changes in sunlight, problems that have been tried to solve throughout the study. The main outcomes have been very favourable, using freely available programming libraries, and it has been possible to develop a set of AR applications in different places. The evaluations have been very positive, with users who have tested the applications confirming that the interpretation of the paintings is easier for them and they can better understand the purpose of the paintings. The major drawback is the lack of knowledge about this technique and the loss of realism in some cases due to occlusion, i.e. the virtual objects are not positioned behind the real objects. The good news is that this technology is evolving very fast and during the development of the thesis there have been great advances, among them, the development of new programming libraries developed by Google and Apple, which provide the necessary tools to create very powerful and immersive applications, where the user will feel part of the virtual environments created.Blanco Pons, S. (2021). Analysis and Development of Augmented Reality Applications for the Dissemination of Cultural Heritage [Tesis doctoral]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/178895TESISCompendi

“Reality is in the air”: concept of perceived augmentation and exploration of its impact on consumer experience

Augmented reality (AR) technology is becoming increasingly used in marketing as a tool for enhancing consumer experience. Developed and defined in the fields of computer science and human-computer interaction, AR technology simulates an overlay of virtual annotations in the physical environment and interacts with it in real- time (Azuma et al., 2001). Some popular examples of AR include virtual mirrors (Ray Ban, ModiFace) and smartphone applications that simulate products such as furniture (IKEA). Despite its increasing deployment in marketing, related academic research about the significance of AR for consumer experience and its impact on consumer behavior has been scarce. This thesis approaches this gap in the literature by studying media characteristics of AR and examining their impact on consumer affective, cognitive and behavioral responses, following the approach of Theory of Interactive Media Effects by Sundar et al. (2015). Throughout a series of four articles, it aims to define salient media characteristics of AR technology and evaluate how they alter consumer experience. The 1st article examines to which extent AR shares media characteristics of other interactive technologies and how these characteristics – namely interactivity, modality, hypertextuality, connectivity, location-specificity, mobility, virtuality – influence consumer responses. Based on a literature review, a research agenda is proposed that identifies the knowledge gaps related to the impact of AR on various types of consumer responses. For example, it suggests that future research should investigate: how lower levels of hypertextuality in an AR app influence consumer satisfaction and exploratory behavior; how can AR represent a social experience, given that little connectivity is present in the current AR apps; what combinations of modality in terms of text, visuals and audio are most effective for AR; to which extent consumers perceive AR apps to be interactive and how that impacts their experience. Finally, the research agenda also underlines the importance of investigating the AR media characteristic augmentation (Preece et al., 2015), absent in previous interactive technologies. The 2nd article focuses on two salient media characteristics of AR apps – interactivity and augmentation. It shows that the presence of AR does not translate into an app being perceived as more interactive in comparison to a non-AR app in terms of control and responsiveness. On the other hand, the study offers first evidence that perceived augmentation is significantly higher for AR apps than for non-AR apps and that it represents a suitable psychological correlate (Sundar et al., 2015) for measuring the perception of AR characteristics that set it apart from other technologies. Two experimental studies demonstrate that perceived augmentation impacts the level of immersion into flow, which then mediates the impact of perceived augmentation on consumer attitude towards the app and behavioral intentions to use it again and talk about it. Based on the previous study, the 3rd article further develops the measurement items of perceived augmentation and investigates its impact on consumer experience. An in-the-wild study (Rogers, 2012) was conducted in a retail store, where we observed consumers’ interaction with an AR make-up try-on application. The findings show that such an application creates a playful experience and that shoppers would use such tool to narrow their consideration set or, in some cases, to even choose products to purchase. Furthermore, the survey study confirms that perceived augmentation significantly relates with playfulness, perceived convenience and behavioral intentions. Finally, a more complete scale for perceived augmentation is developed and validated in the 4th article. Items are refined through several qualitative studies, based on which we propose that perceived augmentation is comprised of two dimensions – virtual enhancement and virtual- physical congruency. An online study with 213 participants confirms this dimensionality and, furthermore, shows that virtual-physical congruency elicits significant impact on enjoyment and perceived informedness, which further impacts future use and purchase intention, while virtual enhancement does not yield a similar impact. The contribution of this thesis lies in defining perceived augmentation as the psychological correlate of AR’s unique media characteristic, augmentation, and in proposing and validating its measurement items. Furthermore, a series of three larger studies, all situated in different contexts (in a lab, in a retail store, online), explain how perceived augmentation yields a significant impact on consumer affective responses and behavioral intentions, and in some cases also on cognitive responses such as perceived convenience and informedness. It also highlights the importance of AR app integration in a specific context, which can prevent it from being perceived as gimmicky. The results of this work have implications for both practitioners and academics and offer numerous directions for future research