Augmented reality limitations in the tourism sector

Assumpció Huertas; Jan Gonzalo Iglesia

doi:10.12804/revistas.urosario.edu.co/disertaciones/a.11991

##plugins.block.makeSubmission.linkLabel##

Limitações da realidade aumentada no setor de turismo

DOI: https://doi.org/10.12804/revistas.urosario.edu.co/disertaciones/a.11991

PDF (English) HTML (Español (España)) Lector Inteligente (Español (España)) ePub (Español (España))

Publicado: oct 18, 2022

Edição: v. 16 n. 1 (2023): Comunicação, Patrimônio Cultural e Estratégias Digitais

Seção Estudos

Palavras-chave: realidade aumentada limitações turismo prontidão tecnológica experiência

Autores

Assumpció Huertas
Universitat Rovira i Virgili (Spain)

Jan Gonzalo Iglesia
Universitat Rovira i Virgili (Spain)

Resumo

O desenvolvimento da tecnologia e o surgimento de aplicativos de Realidade Aumentada (ra) transformaram o processo experiencial no campo do turismo. Ficou demonstrado o grande potencial e vantagens que a RA oferece ao setor do turismo, sobretudo após o Covid-19. No entanto, o objetivo deste estudo é descobrir e aprofundar o conhecimento de quais são as possíveis limitações ainda apresentadas pelas aplicações de RA. A metodologia utilizada incluiu a realização de entrevistas em profundidade e um grupo focal. A análise mostra a falta de conhecimento e os problemas técnicos, como as grandes limitações do aplicativo, sendo recomendado categorizar as limitações por tipo de público, aprofundar os fatores que favorecem a sua utilização, ou não, e as principais causas dessas limitações. O estudo fornece recomendações úteis, tanto para os criadores de plataformas de ra quanto para as Destination Management Organizations (dmos) que as implementam.

Como Citar

Huertas, A., & Gonzalo Iglesia, J. (2022). Limitações da realidade aumentada no setor de turismo. Anuario Electrónico De Estudios En Comunicación Social "Disertaciones", 16(1), 1–18. https://doi.org/10.12804/revistas.urosario.edu.co/disertaciones/a.11991

Referências

Ayeh, J., Au, N., & Law, R. (2013). Towards an understanding of online travellers’ acceptance of consumergenerated media for travel planning: Integrating technology acceptance and source credibility factors. In L. Cantoni & Z. Xiang (Eds.), Information and communication technologies in tourism 2013 (pp. 254-267). Springer. https://doi.org/10.1007/978-3-642-36309-2_22

Buhalis, D., & Amaranggana, A. (2015). Smart tourism destinations enhacing tourism experience through personalisation of services. In I. Tussydiah & A. Inversini (Eds.), Information and Communication Technologies in Tourism 2015 (pp. 377-389). Springer. https://doi.org/10.1007/978-3-319-14343-9_28

Burdea, G. C., & Coiffet, P. (2003). Virtual reality technology (2nd ed.). Hoboken, NJ: Wiley-Interscience

Chung, N., Han, H., & Joun, Y. (2015). Tourists’ intention to visit a destination: The role of augmented reality (ar) application for a heritage site. Computers in Human Behavior, 50, 588-599. https://doi.org/10.1016/j.chb.2015.02.068

Chung, N., Lee, H., Kim, J. Y., & Koo, C. (2018). The role of augmented reality for experience-influenced environments: The case of cultural heritage tourism in Korea. Journal of Travel Research, 57(5), 627-643. https://doi.org/10.1177/0047287517708255

Chung, N., Lee, H., Lee, S. J., & Koo, C. (2015). The influence of tourism website on tourists’ behavior to determine destination selection: A case study of creative economy in Korea. Technological Forecasting and Social Change, 96, 130-143. https://doi.org/https://doi.org/10.1016/j.techfore.2015.03.004

Cranmer, E., Jung, T., tom Dieck, M. C., & Miller, A. (2016). Understanding the acceptance of augmented reality at an organisational level: The case of Geevor Tin Mine Museum. In A. Inversini & R. Schegg (Eds.), Information and Communication Technologies in Tourism 2016 (pp. 637-650). Springer. https://doi.org/10.1007/978-3-319-28231-2_46

Cranmer, E. E., tom Dieck, M. C., & Jung, T. (2018). How can tourist attractions profit from augmented reality? In T. Jung & M. tom Dieck (Eds.), Augmented reality and virtual reality (pp. 21-32). Springer. https://doi.org/10.1007/978-3-319-64027-3_2

Cranmer, E. E., tom Dieck, M. C., & Fountoulaki, P. (2020). Exploring the value of augmented reality for tourism. Tourism Management Perspectives, 35, 100672. https://doi.org/10.1016/j.tmp.2020.100672

Cranmer, E. E., Urquhart, C., Claudia tom Dieck, M., & Jung, T. (2021). Developing augmented reality business models for smes in tourism. Information and Management, 58(8), 103551. https://doi.org/10.1016/j.im.2021.103551

Davis, F. D. (1986). A technology acceptance model for empirically testing new end-user information systems. (Doctoral dissertation, Massachusetts Institute of Technology, Cambridge, MA, United States of America). http://hdl.handle.net/1721.1/15192

tom Dieck, M. C., Jung, T., & Han, D.-I. (2016). Mapping requirements for the wearable smart glasses augmented reality museum application. Journal of Hospitality and Tourism Technology, 7(3), 230-253. https://doi.org/10.1108/JHTT-09-2015-0036

tom Dieck, M. C., Jung, T. H., & tom Dieck, D. (2018). Enhancing art gallery visitors’ learning experience using wearable augmented reality: Generic learning outcomes perspective. Current Issues in Tourism, 21(17), 2014-2034. https://doi.org/10.1080/13683500.2016.1224818

tom Dieck, M. C., & Jung, T. (2018). A theoretical model of mobile augmented reality acceptance in urban heritage tourism. Current Issues in Tourism, 21(2), 154-174. https://doi.org/10.1080/13683500.2015.1070801

tom Dieck, M. C., & Jung, T. H. (2017). Value of augmented reality at cultural heritage sites: A stakeholder approach. Journal of Destination Marketing and Management, 6(2), 110-117. https://doi.org/10.1016/j.jdmm.2017.03.002

Dueholm, J., & Smed, K. M. (2014). Heritage authenticities —A case study of authenticity perceptions at a Danish heritage site. Journal of Heritage Tourism, 9(4), 285-298. https://doi.org/10.1080/1743873X.2014.905582

Guerra, J. P., Pinto, M. M., & Beato, C. (2015). Virtual reality-shows a new vision for tourism and heritage. European Scientific Journal (esj), 11(9). https://doi.org/10.19044/esj.2015.v11n9p%25p

Guttentag, D. (2010). Virtual reality: Applications and implications for tourism. Tourism Management, 31(5), 637-651. https://doi.org/10.1016/j.tourman.2009.07.003

Han, D. I., tom Dieck, M. C., & Jung, T. (2018). User experience model for augmented reality applications in urban heritage tourism. Journal of Heritage Tourism, 13(1), 46-61. https://doi.org/10.1080/1743873X.2016.1251931

Haugstvedt, A. C., & Krogstie, J. (2012). Mobile augmented reality for cultural heritage: A technology acceptance study. 2012 ieee International Symposium on Mixed and Augmented Reality (ismar), 247-255. ieee. https://doi.org/10.1109/ISMAR.2012.6402563

Huang, Y.-C., Backman, S. J., Backman, K. F., & Moore, D. (2013). Exploring user acceptance of 3D virtual worlds in travel and tourism marketing. Tourism Management, 36, 490-501. https://doi.org/10.1016/j.tourman.2012.09.009

Huang, Y. C., Backman, K. F., Backman, S. J., & Chang, L. L. (2016). Exploring the implications of virtual reality technology in tourism marketing: An integrated research framework. International Journal of Tourism Research, 18(2), 116-128. https://doi.org/10.1002/jtr.2038

Huang, Y. C., Backman, S. J., & Backman, K. F. (2012). Exploring the impacts of involvement and flow experiences in Second Life on people’s travel intentions. Journal of Hospitality and Tourism Technology, 3(1), 4-23. https://doi.org/10.1108/17579881211206507

Huertas, A., & Gonzalo, J. (2020). The role of augmented reality in destination branding. Tourism and Hospitality Management, 26(2), 419-436. https://doi.org/10.20867/THM.26.2.8

Hyun, M. Y., & O’Keefe, R. M. (2012). Virtual destination image: Testing a telepresence model. Journal of Business Research, 65(1), 29-35. https://doi.org/10.1016/j.jbusres.2011.07.011

Jiang, S., Moyle, B., Yung, R., Tao, L., & Scott, N. (2022). Augmented reality and the enhancement of memorable tourism experiences at heritage sites. Current Issues in Tourism, 1-16. https://doi.org/10.1080/13683500.2022.2026303

Jingen Liang, L., & Elliot, S. (2021). A systematic review of augmented reality tourism research: What is now and what is next? Tourism and Hospitality Research, 21(1), 15-30. https://doi.org/10.1177/1467358420941913

Jung, T. H., & tom Dieck, M. C. (2017). Augmented reality, virtual reality and 3D printing for the co-creation of value for the visitor experience at cultural heritage places. Journal of Place Management and Development, 10(2), 140-151. https://doi.org/10.1108/JPMD-07-2016-0045

Jung, T., Chung, N., & Leue, M. C. (2015). The determinants of recommendations to use augmented reality technologies: The case of a Korean theme park. Tourism Management, 49, 75-86. https://doi.org/10.1016/j.tourman.2015.02.013

Kalantari, M., & Rauschnabel, P. (2018). Exploring the early adopters of augmented reality smart glasses: The case of Microsoft HoloLens. In T. Jung & M. tom Dieck (Eds.), Augmented reality and virtual reality (pp. 229-245). Springer. https://doi.org/10.1007/978-3-319-64027-3_16

Kounavis, C. D., Kasimati, A. E., & Zamani, E. D. (2012). Enhancing the tourism experience through mobile augmented reality: Challenges and prospects. International Journal of Engineering Business Management, 4(Special Issue Digital and Mobile Economy), 1-6. https://doi.org/10.5772/51644

Lee, H., Chung, N., & Jung, T. (2015). Examining the cultural differences in acceptance of mobile augmented reality: Comparison of South Korea and Ireland. In I. Tussyadiah & A. Inversini (Eds.), Information and communication technologies in tourism 2015 (pp. 477-491). Springer. https://doi.org/10.1007/978-3-319-14343-9_35

Lee, S., Park, D. H., & Han, I. (2014). New members’ online socialization in online communities: The effects of content quality and feedback on new members’ content-sharing intentions. Computers in Human Behavior, 30, 344-354. https://doi.org/10.1016/j.chb.2013.09.015

Leue, M. C., Jung, T., & tom Dieck, D. (2015). Google glass augmented reality: Generic learning outcomes for art galleries. In I. Tussyadiah & A. Inversini (Eds.), Information and communication technologies in tourism 2015 (pp. 463-476). Springer. https://doi.org/10.1007/978-3-319-14343-9_34

Leue, M.C., tom Dieck, D., & Jung, T. (2014). A theoretical model of augmented reality acceptance. EReview of Tourism Research, 5, 1-5. https://e-space.mmu.ac.uk/id/eprint/608490

Lin, C. H., Shih, H. Y., & Sher, P. J. (2007). Integrating technology readiness into technology acceptance: The tram model. Psychology & Marketing, 24(7), 641-657. https://doi.org/10.1002/mar.20177

Lin, J. S. C., & Chang, H. C. (2011). The role of technology readiness in self-service technology acceptance. Managing Service Quality: An International Journal, 21(4), 424-444. https://doi.org/10.1108/09604521111146289

Lin, J. S. C., & Hsieh, P. L. (2007). The influence of technology readiness on satisfaction and behavioral intentions toward self-service technologies. Computers in Human Behavior, 23(3), 1597-1615. https://doi.org/10.1016/j.chb.2005.07.006

Marasco, A., Buonincontri, P., van Niekerk, M., Orlowski, M., & Okumus, F. (2018). Exploring the role of next-generation virtual technologies in destination marketing. Journal of Destination Marketing and Management, 9, 138-148. https://doi.org/10.1016/j.jdmm.2017.12.002

Mascho, E., & Singh, N. (2014). Virtual tourism: Use of “Second Life” for destination marketing. Anatolia, 25(1), 140-143. https://doi.org/10.1080/13032917.2013.815644

Mohanty, P., Hassan, A., & Ekis, E. (2020). Augmented reality for relaunching tourism post-covid-19: Socially distant, virtually connected. Worldwide Hospitality and Tourism Themes, 12(6), 753-760. https://doi.org/10.1108/WHATT-07-2020-0073

Neuhofer, B., Buhalis, D., & Ladkin, A. (2014). A typology of technology‐enhanced tourism experiences. International Journal of Tourism Research, 16(4), 340-350. https://doi.org/10.1002/jtr.1958

Oh, J. C., Yoon, S. J., & Chung, N. (2014). The role of technology readiness in consumers’ adoption of mobile internet services between South Korea and China. International Journal of Mobile Communications, 12(3), 229-248. https://doi.org/10.1504/IJMC.2014.061460

Olsson, T., Kärkäinen, T., Lagerstam, E., & Ventä-Olkkonen, L. (2012). User evaluation of mobile augmented reality scenarios. Journal of Ambient Intelligence and Smart Environments, 4(1), 29-47. https://doi.org/10.3233/AIS-2011-0127

Oyman, M., Bal, D., & Ozer, S. (2022). Extending the technology acceptance model to explain how perceived augmented reality affects consumers’ perceptions. Computers in Human Behavior, 128, 107127. https://doi.org/10.1016/j.chb.2021.107127

Parasuraman, A. (2000). Technology Readiness Index (tri) a multiple-item scale to measure readiness to embrace new technologies. Journal of Service Research, 2(4), 307-320. https://doi.org/10.1177/109467050024001

Prayag, G., Hosany, S., & Odeh, K. (2013). The role of tourists’ emotional experiences and satisfaction in understanding behavioral intentions. Journal of Destination Marketing & Management, 2(2), 118-127. https://doi.org/10.1016/j.jdmm.2013.05.001

Rasimah, C. M. Y., Ibrahim, R., Zaman, H., Ahmad, A., & Suhaifi, S. (2011). Users acceptance of mixed reality technology. Issues in Information Systems, 12(1), 194-205. https://doi.org/10.48009/1_iis_2011_194-205

Rauschnabel, P. A., Babin, B. J., tom Dieck, M. C., Krey, N., & Jung, T. (2022). What is augmented reality marketing? Its definition, complexity, and future. Journal of Business Research, 142, 1140-1150. https://doi.org/10.1016/j.jbusres.2021.12.084

Tsai, S.-pei. (2020). Augmented reality enhancing place satisfaction for heritage tourism marketing. Current Issues in Tourism, 23(9), 1078-1083. https://doi.org/10.1080/13683500.2019.1598950

Tscheu, F., & Buhalis, D. (2016). Augmented reality at cultural heritage sites. In A. Inversini & R. Schegg (Eds.), Information and communication technologies in tourism 2016 (pp. 607-619). Springer. https://doi.org/10.1007/978-3-319-28231-2_44

Tussyadiah, I. P., Wang, D., Jung, T. H., & tom Dieck, M. C. (2018). Virtual reality, presence, and attitude change: Empirical evidence from tourism. Tourism Management, 66, 140-154. https://doi.org/10.1016/j.tourman.2017.12.003

van Nuenen, T., & Scarles, C. (2021). Advancements in technology and digital media in tourism. Tourist Studies, 21(1), 119-132. https://doi.org/10.1177/1468797621990410

Wu, K., Zhao, Y., Zhu, Q., Tan, X., & Zheng, H. (2011). A meta-analysis of the impact of trust on technology acceptance model: Investigation of moderating influence of subject and context type. International Journal of Information Management, 31(6), 572-581. https://doi.org/10.1016/j.ijinfomgt.2011.03.004

Wu, X., & Lai, I. K. W. (2021). The acceptance of augmented reality tour app for promoting film-induced tourism: the effect of celebrity involvement and personal innovativeness. Journal of Hospitality and Tourism Technology, 12(3), 454-470. https://doi.org/10.1108/JHTT-03-2020-0054

Yovcheva, Z., Buhalis, D., & Gatzidis, C. (2013). Engineering augmented tourism experiences. In L. Cantoni & Z. Xiang (Eds.), Information and Communication Technologies in Tourism 2013 (pp. 24-35). Springer. https://doi.org/10.1007/978-3-642-36309-2_3

Yovcheva, Z., Buhalis, D., & Gatzidis, C. (2012). Smartphone augmented reality applications for tourism. EReview os Tourism Research (ertr), 10(2), 63-66. http://eprints.bournemouth.ac.uk/20219/1/eRTR_SI_V10i2_Yovcheva_Buhalis_Gatzidis_63-66.pdf

Yung, R., & Khoo-Lattimore, C. (2019). New realities: a systematic literature review on virtual reality and augmented reality in tourism research. Current Issues in Tourism, 22(17), 2056-2081. https://doi.org/10.1080/13683500.2017.1417359

Zarmipou, T., Saprikis, V., Markos, A., & Vlachopolou, M. (2012). Modeling users’ acceptance of mobile services. Electronic Commerce Research, 12, 225-248. https://doi.org/10.1007/s10660-012-9092-x

Estatísticas de consulta