The development of a quality function deployment (QFD) model for the implementation of a mobile augmented reality (AR) tourism application in the context of urban heritage tourism

Technology has been widely implemented in tourism to enhance the tourism product and tourist experience. However, it remains a challenge for many tourism businesses in urban heritage areas to identify technological solutions and successfully implement them into their business strategy. Particularly for urban heritage sites, it is often challenging to provide information within and around a heritage site without disturbing or destroying the heritage image. Augmented Reality (AR) was identified as a suitable technology to overcome this challenge. However, while AR is not considered a new technology in many industries, and mobile tourism applications with AR functions exist, it has provided limited benefits to tourists due to the lack of using AR functions meaningfully. In addition, the development of wearable devices is increasingly focused on the use of augmented and virtual reality to enhance the user experience. Therefore, there is a need to explore methods of meaningful implementation of such technologies for the tourism industry. This study will investigate current standards of AR technology and tourist requirements in order to examine how to develop meaningful mobile AR tourism applications. For the development of a beneficial product, Quality Function Deployment (QFD), as a tool within Total Quality Management (TQM) was identified as the suitable theoretical background for the purpose of this study. QFD was developed in the theory of quality management, in particular TQM. QFD has since been employed across many industries including the hospitality and tourism sector in a number of studies. However, it has not yet been implemented in the urban heritage tourism context, presenting a knowledge gap. As QFD is designed to incorporate the customers’ view into the product design stage, the aim is to design a meaningful product that is valuable for the visitor and benefit the destination. Therefore, this research aims to eliminate the gap by generating a QFD model for the development of mobile AR tourism applications in the context of urban heritage tourism. Dublin was selected as the research site due to its rich urban heritage. After Dublin’s re-branding strategy in 2013, it has marketed itself with the brand image of ‘Digital Dublin’ in order to encourage the implementation of technology for the purpose of promoting urban heritage tourism. Therefore, Dublin was considered as the suitable research site for the purpose of this study. To achieve the research aim, a mixed method approach was employed for the primary research including semi-structured interviews, focus groups and questionnaires. The study was divided into three research phases. Research phase 1 investigates requirements of tourists, mobile AR application developers and industry experts from Dublin’s tourism industry for the development and use of mobile AR tourism applications in urban heritage tourism. 26 in-depth interviews were conducted with international tourists visiting Dublin in addition to 9 interviews with mobile AR application developers and industry experts from Dublin. Findings were analysed using thematic analysis, providing the knowledge base for Research Phase 2 – focus groups. The second research phase was conducted with tourists as a post-experience study. It aimed to confirm identified tourist requirements from the literature and Research Phase 1, and examine additional findings to design the questionnaire for the quantitative Research Phase 3. Research Phase 3 was conducted with domestic and international tourists in Dublin and provided an importance rating of identified tourist requirements for the development of the final QFD model for mobile AR tourism applications in the urban heritage tourism context. The outcomes from the quantitative research were analysed using confirmatory factor analysis (CFA) to reduce tourist requirements for the final QFD model. By identifying tourist requirements and translating them into respective technical characteristics, this study provides a set of technological elements in hierarchical order for the design of meaningful mobile AR tourism applications in urban heritage tourism. The final 18 requirements are in close alignment with the outcomes of the qualitative research of this study highlighting the need of immediate access to information regardless of time and place, while being able to filter the available information to the tourists’ interest and needs. The final QFD model for the development of mobile AR tourism applications in urban heritage tourism was presented as the outcome of this research. The main contribution to theory is the extension in the identification process of customer requirements for the QFD model. While previous studies in QFD have mainly focused on product functions, such as software and hardware capabilities, the QFD model in this study aims to provide a balance between functional requirements and behavioural characteristics of tourists that are driven by psychological aspects. This study not only explored tourist requirements as in previous studies, but furthermore user resistance factors that would result in avoiding mobile AR tourism applications in urban heritage tourism. Including these criteria as customer attributes in the HOQ, the QFD model was extended to include behavioural and psychological attributes of customers, which is valuable for further implementation of QFD particularly in social studies. This research will furthermore contribute to professionals, Destination Marketing Organisations (DMO) as well as mobile AR application developers alike, by providing a model for the development of mobile AR applications in the context of urban heritage tourism that has incorporated tourist requirements as well as mobile AR application developer considerations. Furthermore, it needs to be acknowledged that the requirements are not limited to mobile AR applications, but are considered particularly valuable for further research in the area of mobile application development for tourism purposes and are expected to be partially transferable to other technology implementations for tourism products

Implications of cellular agriculture for hospitality and tourism management research: sustainable development goal perspective.

The global agricultural sector is facing a disruption driven by economics, emerging technology, and environmental and personal well-being. In particular, advances in cellular biology, along with the emergence of novel production techniques such as precision fermentation, are making the mass-cultivation of alternative proteins in vitro for human consumption an economically plausible proposition. Along with technical and ethical questions, for example on the choice of growth medium or policy implications, the prospect of a decentralised, cultured protein supply chain opens up interesting avenues of future research for hospitality and tourism management. How will hospitality and tourism stakeholders react when new technologies give rise to food service and food tourism that is less reliant on conventional animal husbandry and where properties such as taste, texture, mouthfeel, or tolerability can be cultivated from the molecule-up? Using United Nations’ Sustainable Development Goals as a backdrop, this conceptual viewpoint article adopts an applied integrative review methodology to discuss megatrends driving the adoption of a cellular agriculture -based food production system, and puts forward an agenda for future research into cellular agriculture in the context of hospitality and tourism management

Deconstructing immersion in the experience economy framework for immersive dining experiences through mixed reality.

In this study, we test the immersive character in an interactive content narrative developed for Microsoft HoloLens 2 mixed reality glasses in the dining context. We use retrospective think aloud protocol (RTAP) and galvanic skin response (GSR) to explore different types of immersion that can be created through interactive content narratives. Leaning on the core dimensions of the experience economy, we expand the current understanding on the role of immersion through integration of four immersive experience facilitators. The study revealed that these immersive experience facilitators occur simultaneously and can be enhanced through interactive content narrative design. Perceived novelty and curiosity were identified as key determinants to keep consumers engaged in the immersive experience and engage with the content. The study verifies the use of galvanic skin response in combination with retrospective think aloud protocol as a suitable approach to measure emotional engagement potential in interpreting consumers’ recollection of immersive experiences

Designing immersive sustainable food experiences in augmented reality: a consumer participatory co-creation approach

In light of the current debate on the impact of our current food system on climate change and related mitigation strategies, addressing the acceptance of sustainability aspects within consumer behavioral issues is of vital importance. However, the field remains mute on how those strategies can be designed and employed effectively to stimulate sustainable food consumption behavior. Immersive narrative design is a promising approach to engaging consumers in this context. Within this study, we shed light on how to create immersive, impactful, interactive narratives in augmented reality (AR) together with consumers. We propose a novel approach to how those stories can be planned, utilizing participatory design methods. Within a step-wise process, we develop the storyboard together with consumers. In the next step, we evaluate multiple approaches with AR application developers on how this storyline can be enhanced in AR considering the perspective of various stakeholders like developers, behavioral scientists, and consumers. Finally, we propose a conceptual framework for how immersive narratives can be designed and validated in a collaborative, multidimensional approach for impactful AR narrative content designs to stimulate sustainable food behavior for consumers

esports Matrix: Structuring the esports Research Agenda

The popularity of Electronic Sports (esports) have grown tremendously in the last few years, becoming one of the most popular forms of digital entertainment. Despite continued growth, definitions and classifications of esports remain elusive, and the industry is still considered by many to be in its infancy. Understanding of esports originate from diverse, sometimes conflicting fields, which has created fragmented interpretations of its definition, positioning and core components. This has hindered esports from embracing opportunities afforded by emerging digital technologies and progressing as a distinct field. The purpose of this conceptual paper is threefold, to redefine esports, propose a unified framework to capitalise on esports business potential, and inspire a more structured future esports research agenda. The proposed esports Matrix, presents four distinct realms that distinguish esports; esports as a representation of current physical sports (sports digitalisation), esports as traditional (multi-player) game experience (competitive multiplayer computer games), esports that modify existing sports, player rules and setups through digital augmentations (digitally enhanced sports), and new types of esports involving emerging technologies such as virtual and augmented reality (immersive reality sports). The esports Matrix was developed incorporating industry expertise thus verifying its suitability and relevance to advance conceptual and empirical understanding, and importantly, facilitating a more structured approach, to enable businesses to realise the potential of esports

Hypertension, renin-angiotensin-aldosterone-system-blocking agents, and COVID-19

Background There have been concerns regarding the safety of renin-angiotensin-aldosterone-system (RAAS)-blocking agents including angiotensin-converting enzyme inhibitors (ACEI) and angiotensin receptor blockers (ARB) during the coronavirus disease 2019 (COVID-19) pandemic. This study sought to evaluate the impact of hypertension and the use of ACEI/ARB on clinical severity in patients with COVID-19. Methods A total of 3,788 patients aged 30 years or older who were confirmed with COVID-19 with real time reverse transcription polymerase chain reaction were identified from a claims-based cohort in Korea. The primary study outcome was severe clinical events, a composite of intensive care unit admission, need for ventilator care, and death. Results Patients with hypertension (n = 1,190, 31.4 %) were older and had higher prevalence of comorbidities than those without hypertension. The risk of the primary study outcome was significantly higher in the hypertension group, even after multivariable adjustment (adjusted odds ratio [aOR], 1.67; 95 % confidence interval [CI], 1.04 to 2.69). Among 1,044 patients with hypertensive medical treatment, 782 (74.9 %) were on ACEI or ARB. The ACEI/ARB subgroup had a lower risk of severe clinical outcomes compared to the no ACEI/ARB group, but this did not remain significant after multivariable adjustment (aOR, 0.68; 95 % CI, 0.41 to 1.15). Conclusions Patients with hypertension had worse COVID-19 outcomes than those without hypertension, while the use of RAAS-blocking agents was not associated with increased risk of any adverse study outcomes. The use of ACE inhibitors or ARBs did not increase the risk of adverse COVID-19 outcomes, supporting current guidance to continue these medications when indicated.This work was supported by the Basic Science Research Program through the National Research Foundation of Korea (grant number 2019R1C1C1006611)