Enter2014 tussyadiah
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Enter2014 tussyadiah Enter2014 tussyadiah Presentation Transcript

  • Expectation of Travel Experiences with Wearable Computing Devices Iis P. Tussyadiah Hospitality Business Management College of Business Washington State University Vancouver, USA ENTER 2014 Research Track Slide Number 1
  • PERSONAL TECHNOLOGY & TOURISM EXPERIENCE Encounters as essential parts of tourism experience The use of technology leads to more meaningful encounters Technology-mediated tourism experiences Tussyadiah & Fesenmaier, 2009; Wang, Park & Fesenmaier, 2012; Neuhofer, Buhalis & Ladkin, 2012; etc. ENTER 2014 Research Track Slide Number 2
  • ENTER 2014 Research Track Slide Number 3
  • Image: Icon Finder; Google Glass ENTER 2014 Research Track Slide Number 4
  • Image: Huffington Post ENTER 2014 Research Track Slide Number 5
  • WEARABLE TECHNOLOGY Major impacts on the ways people interact with surroundings. Challenges facing the integration of wearable tech into society. How wearable tech can revolutionize tourists? ENTER 2014 Research Track Slide Number 6
  • STUDY GOAL Identify and explore people’s expectation of use of wearable computing technology for travel-related experiences. Specifically, potential users’ ideas and imagination of use for Glass. ENTER 2014 Research Track Slide Number 7
  • THE NEED FOR AN ALTERNATIVE THEORY Positioning of personal technology in human experiences. Wearable tech  potential changes in ways users interact with technology and with others. Theoretical explanation from HCI studies: from mediation to embodiment. ENTER 2014 Research Track Slide Number 8
  • MEDIATION [ I ] – [Glasses] – [The world] Ihde’s (1990) non-neutrality of of technology-mediated experiences. ENTER 2014 Research Track Slide Number 9
  • Technology appears in between humans and the world and change experiences. ENTER 2014 Research Track Slide Number 10
  • EMBODIMENT [ I – Glasses] – [The world] Ihde (1990) ENTER 2014 Research Track Slide Number 11
  • Technology becomes “unnoticeable”, but an essential part of experience. ENTER 2014 Research Track Slide Number 12
  • Embodiment Technology “withdraw” ? Technology’s capability to extend perceptual bodily (and cognitive) capacity Ihde (1990); Ehn & Linde (2004) ENTER 2014 Research Track Slide Number 13
  • PROJECT GLASS Competition for a chance to purchase the Explorer edition of Glass (Feb 21–27, 2013) Ideas to use Glass submitted via Google+ and twitter using #ifihadglass Tweets were harvested from twitter developer API through apps script programming in Google Spreadsheet (Feb 23-27, 2013) ENTER 2014 Research Track Slide Number 14
  • DATA GATHERING & MANAGEMENT Manual cleanup: duplicates, RTs, bashtag, etc. Open coding, standard content analysis (Kassarjian, 1977) 17,373 total tweets 17,373 total tweets 10,035 unique tweets 10,035 unique tweets 930 travel-related tweets 930 travel-related tweets ENTER 2014 Research Track Slide Number 15
  • ABSTRACTION Means-End Chain Analysis Consumers relate to products through a hierarchy (A-C-V chain): – Product attributes (A) – Consequences of use (C) – Personal values (V) Gutman (1982); Perkins & Reynolds (1988); Reynolds & Perkins (1987) ENTER 2014 Research Track Slide Number 16
  • ABSTRACTION A-C-V framework was used to guide interpretation of emerging themes (patterns, categorization) from tweets – A: features & functionalities – C: travel activities – V: motivation *Note: missing co-occurrences prevent quantifiable links between A-C-V chain ENTER 2014 Research Track Slide Number 17
  • VALUE: TRAVEL MOTIVATION Explore Self Challenge Capture Other Share Transform ENTER 2014 Research Track Slide Number 18
  • 1. World Exploration A shift from being a “tourist” to being an “explorer” Emphasis on enjoyment of the “journey” – Road trip, motorbike, walking New ways of interacting with others & environments – AR, translation, navigation ENTER 2014 Research Track Slide Number 19
  • 2. Adventure Tourism Revolutionary impacts Extreme outdoor sports and challenges – Mountain climbing, bungee jumping, skydiving Associated with “capture” and “share” – FPV, navigation, social publishing, real-time connectivity ENTER 2014 Research Track Slide Number 20
  • 2. Travel Documentation Convenience and unique camera feature drive an emphasis on documenting journeys – POV images Storing memories – travel documentary – “A day in the life of xxx” ENTER 2014 Research Track Slide Number 21
  • 4. Travel Reporting Subthemes: – Value from showcasing personal perspectives & experience – Value from enabling others to experience places (altruism) – opening access to places FPV, real time connectivity, social publishing, navigation. ENTER 2014 Research Track Slide Number 22
  • 5. Positive Transformation Spreading influence that leads to positive societal transformation: – Promote mutual understanding, encourage crosscultural learning – Travel as a way to make a difference – FPV – “spontaneous kindness” ENTER 2014 Research Track Slide Number 23
  • Transform s Share Explore (V) (C) Culture Tour Capture Challenge Hiking Walking Biking Road Trip Skiing; Mt. Climbing Skydiving (A) Instant Translation Informatio n – AR Navigation – Map FPV Capture ENTER 2014 Research Track Real-time Connection Social Publishing Slide Number 24
  • TECH & EXPERIENCE • Indication of mediation: – “I will use Glass to…” • Indication of embodiment: – Perceived extension of the body and the mind – “Seeing through Glass eyes…” ENTER 2014 Research Track Slide Number 25
  • CONCLUSION Key differentiation: – Instant information and translation  Glass as “an extension of the mind”  confidence and convenience – hands-free capturing of images with FPV  creating and sharing with personalization; – Real-time connectivity to social network  validation and altruism ENTER 2014 Research Track Slide Number 26
  • IMPLICATION Independent, well-informed tourists enjoying enroute experiences  destination management: facets of experience First-person visual narratives of destinations experiences  destination marketing: microsegmentation, personas ENTER 2014 Research Track Slide Number 27
  • LIMITATION & FURTHER RESEARCH Limitation – Competition: creative use of Glass – Potential use: limited information Future research – Actual use of Glass for travel (#throughglass) ENTER 2014 Research Track Slide Number 28
  • THANK YOU! Contact: iis.tussyadiah@vancouver.wsu.edu ENTER 2014 Research Track Slide Number 29