Moderating Role of Long-term Orientation on Augmented Reality Adoption

Recently, the tourism and hospitality industry is providing tourists with an enhanced experience via various cutting-edge technologies such as augmented reality (AR). In addition, there has been an increased interest on the effects of cultural traits on human behaviours. The aim of this paper is to examine how Long- and Short-term orientation moderates the relationship between experience economy provided by AR applications and users’ perceived value. Data were collected from 145 participants at Deoksugung Palace in Seoul, South Korea and 119 participants at An Post Museum, Dublin, Ireland. We found that South Korean tourists, who are representatives of long-term orientation culture in this study, put a high value on educational factors of AR applications, whereas Irish tourists, who are representative of short-term orientation culture, regard escapist experiences of AR applications highly

The Intra- and Inter-Regional Economic Effects of Smart Tourism City Seoul: Analysis Using an Input-Output Model

A competitive smart tourism city can be a solution for building resilience to address current and future crises and even be a booster of the economic effects of tourism, since it has an economic ripple effect both inside and outside of the city. This study tried to estimate the intra- and inter-regional economic effects of the smart tourism city Seoul, which has high competitiveness as a smart tourism city. First, this study tried to objectively clarify the scope of smart tourism based on a Delphi survey and then adopted the inter-regional input–output model. The results showed that smart tourism city Seoul is expected to create high income, high value-added, and job creation effects inside the city, and will greatly contribute to securing tax revenue. Outside of the city, smart tourism city Seoul is expected to induce high production effects. Based on these results, this study highlights the economic effects of a smart tourism city, which describes the convergence of technology and tourism

A Study on the Instructor Role in Dealing with Mixed Contents: How It Affects Learner Satisfaction and Retention in e-Learning

The information and communication technology has become an indispensable part of modern education. The paradigm shift in the educational environment makes the instructors recollect the traditional roles in classroom education and adjust their responsibilities to accommodate a transformed pedagogy and learner expectations. This paper aims at the instructor’s role in on-line education and studies how the instructor affects the learner satisfaction via the instructor involvement. Modifying the information system success model, the learning-environment qualities are rearranged into two-tiered formats—rigid and flexible contents—depending on the instructor’s manageability. A partial least square analysis was used to examine the structural relationship among rigid and flexible contents qualities (i.e., technology-assisted learning-environment qualities), learner satisfaction, and learner retention, and found that the instructor involvement had a moderating effect on flexible contents qualities (test and activity); further, the moderating effect of instructor is captured as high involvement in tests and low involvement in activities. Consequently, this paper confirms the relationship between learning-environment qualities, learner satisfaction, and instructor involvement. Empirically, the instructor role in on-line education and the degree of instructor involvement in higher education are substantiated; the result of this study will also contribute to e-learning design or content delivery system development in a practical way

7S Model for Technology Protection of Organizations

Given the importance of technologies to organizations, technology leakages can cause considerable financial losses and threaten the survival of firms. Although organizations use technology protection diagnostic models to prevent such leakages, most diagnostic models focus on cybersecurity, and the evaluation system is complex, making it difficult for SMEs to use it. This makes them unsuitable for the general technology protection diagnosis of companies. Hence, this study proposes a diagnostic model that assesses these technology protection capabilities of organizations from personnel and administrative perspectives. Drawing upon the individual elements of the 7S model—shared values, strategy, structure, systems, staff, style, and skills—our model analyzes the influence of the elements on the technology protection capabilities of organizations. To determine this influence, the study conducts a questionnaire survey among 435 employees from large, larger medium-sized, and small and medium enterprises. Using the partial least squares and the artificial neural network methods, the study determines the ranking of the relative importance of the 7s elements. The results show that the shared values element most significantly influences these capabilities. The remaining elements influence the technology protection capabilities in the following order from the greatest to the least effect: staff, strategy, structure, systems, style, and skills. These findings highlight the significance of developing an awareness of the necessity of technology protection among all the members of an organization

Social Presence and Experience Economy: The Effects of Augmented and Virtual Reality in Museums

The purpose of this study is to explore the effects of Augmented Reality (AR) and Virtual Reality (VR) on visitors’ museum experience. To date, some studies have investigated the factors that enhance visitor experiences through AR and VR; however, research focusing on social presence and experience economy in mixed-reality environments, combining both VR and AR, is limited. Therefore, the aim of this study is to examine the effect of social presence in mixed environments on tourist experiences by applying social presence and experience economy theories. Questionnaires were conducted with 163 museum visitors and found that social presence is a strong predictor of the four realms of the experience economy. In addition, three realms, except esthetic experience, had an effect on the visitor experience, which consequently influenced tourists’ intention to revisit the museum. Implications are drawn and presented for the adoption of AR and VR technologies in museums

The future of fashion films in augmented reality and virtual reality

This chapter provides insights in the future of fashion film with respect to augmented reality and virtual reality technologies. The question: How does augmented reality and virtual reality influence the future of fashion film? is therefore considered. It is important to analyze the influence of those technologies on fashion films to assess the potential for fashion retailers and in best case gain first-mover advantages. To answer the stated research question, a literature research was conducted to gain insights about the topic and its influence towards fashion filming. Explanation of augmented reality and virtual reality is provided as well as implications in the retail sector regarding fashion films. Moreover, company examples already using this approach have been compiled. Furthermore, an empirical research part was conducted including a survey method based on an online survey design. The questionnaire is based on what has been revealed in literature to gain in depth insides and approval. The data gained indicated that augmented reality and virtual reality influence the future of fashion film in various ways. The findings highlight how important those technologies can be in order to enhance customer experience and engagement. Regarding the research question, the conclusion can be drawn that it is highly important for fashion managers to take future developments like augmented reality and virtual reality into account to stay competitive and satisfy the requirements of modern consumers