1. Augmented Reality (AR) in Urban
Heritage Tourism
Timothy Jung, Ph.D.
Dai-In Han
Manchester Metropolitan University
Manchester, UK
ENTER 2014 Research Track
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2. Agenda
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Research Aim
Augmented Reality (AR)
Impacts and Benefits of AR
AR Applications in Urban Heritage Tourism
The Human Factor of AR
Conclusion and Future Research
ENTER 2014 Research Track
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3. Research Aim
• Concept for AR implementation in Urban
Heritage Tourism
• Overview of AR impacts and benefits,
direction and development
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4. What is Augmented Reality?
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5. Expected Impacts of AR
• Tangible benefits (economic)
• $600 billion by 2016 (Business Wire, 2013)
• 864 million mobile phones will be AR by 2014
(Financial Times, 2012)
• 100 million vehicles will be equipped with AR by
2014 (Mind Commerce, 2013)
• 1 billion AR users by 2020 (Ahonen, 2013)
• 2.6 billion AR app download by 2017
(Juniper Research, 2012)
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6. Expected Impacts of AR
• Intangible benefits
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Social capital
AR as infrastructure
Business community
Enhance tourist experience through interaction,
interpretation
Use of virtual space to provide information depth
Increased perceived value
Rich user experience
Customer Engagement
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7. Tourism - Visitor
Economy
Augmented Reality
Augmented Reality
Benefits
Benefits
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8. Business Sector
Augmented Reality
Augmented Reality
Benefits
Benefits
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9. Socio-cultural Benefits
Augmented Reality
Augmented Reality
Benefits
Benefits
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10. AR in Urban Heritage Tourism
• Modern technology to support development
and competitiveness of destinations
• Access information on immediate surrounding
• High focus on navigation to POIs/GPS-based
AR
• Timewarp, Tripventure (AR Gaming)
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11. The Human Factor of AR
• End-user adoption
• Personalized Information access
• Layered Information to prevent
information overload
• Human focus required when developing
and implementing AR
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12. Conclusion and Future Research
• AR Hype/Gimmick  purposeful
implementation
• Technological challenges still to overcome
• Wearable computing  Google Glass
• AR as mainstream technology
• AR to enhance the tourism experience
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13. Thank you for your attention
Contact:
Timothy Jung, Ph.D.
t.jung@mmu.ac.uk
Dai-In Han
d.han@mmu.ac.uk
ENTER 2014 Research Track
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