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Brennpunkt2015 Neuburger

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Brennpunkt2015 Neuburger

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Brennpunkt2015 Neuburger

  1. 1. Augmented Reality in Tourism Larissa Neuburger, MA 22th October 2015
  2. 2. Augmented Reality …an enhanced version of reality created by the use of technology to overlay digital information on an image of something being viewed through a device (as a smartphone camera). (Merriam-Webster, 2015) …describes the concept of augmenting a view of the real world with 2D images or 3D objects. (Woods et al., 2004)
  3. 3. Augmented vs. Virtual
  4. 4. Augmented vs. Virtual Augmented Reality Supplementing Not block out the world Can be used anywhere No need to be realistic 3D rendering is not crucial Challenge tracking & sensing Virtual Reality Replacing Blocks out the real world Best in controlled environment Virtual world has to be realistic 3D rendering necessary No need for tracking & sensing Source: Digi-Capital, 2015
  5. 5. Future Perspective
  6. 6. AR in medicine
  7. 7. AR in manufacturing
  8. 8. AR in Education
  9. 9. AR in Retail
  10. 10. AR in Tourism
  11. 11. AR in the museum "[…] AR tools offer users the possibility to deploy their phones as pocket-sized screens through which surrounding spaces become the stage for endless extra layers of information." (Schavemaker, 2011) Limited space in museums Visitor interaction No expensive hardware Easy to use
  12. 12. Target Recognition
  13. 13. Case Study Dommuseum
  14. 14. Dommuseum Salzburg Part of Domquartier Open since May 2014 “Five members – one experience” 15.000 m² 2.000 exhibits 1.300 years of history art treasures from churches & Cathedral of Salzburg
  15. 15. Experience Economy Goods Commodities Service Experience Pricing Differentiation Source: Adapted from Pine, Gilmore 2011, p.34
  16. 16. The Perfect Experience Source: Adapted from Pine, Gilmore 1999, p.30
  17. 17. Museum Experience Scale Engagement Knowledge/ Learning Meaningful Experience Emotional Connection Source: Othman et al., 2011
  18. 18. Research Design Experiment Experimental Group Control Group Questionnaire
  19. 19. Collected Data Sample Size = 178 Reliability Test: Cronbach´s Alpha > 0,7 required & validated All results significance level: p < 0,05 or p < 0,01
  20. 20. Results Experience 4,48 5,02 5,65 5,74 5,22 Escapism Entertainment Esthetics Education Overall Experience Escapism Entertainment Esthetics Education Overall Experience Mean 4,48 5,02 5,65 5,74 5,22
  21. 21. Results MES 3,76 5,01 5,62 5,76 5,03 0 1 2 3 4 5 6 7 Emotional Connection Meaningful Experience Engagement Knowledge/Learning Overall MES Emotional Connection Meaningful Experience Engagement Knowledge/Le arning Overall MES Mean 3,76 5,01 5,62 5,76 5,03
  22. 22. Is Augmented Reality enhancing the experience of museum visitors?
  23. 23. T-Test Experience Construct Results Entertainment Significant Result Education Significant Result Escapism Significant Result Esthetics Not Significant Result Overall Experience Significant Result
  24. 24. T-Test MES Construct Results Engagement Significant Result Knowledge/Learning Significant Result Emotional Connection Significant Result Meaningful Experience Significant Result Overall Museum Experience Scale Significant Result
  25. 25. /larissaneuburger @larraneu larissa.neuburger@gmail.com
  26. 26. Picture credits Augmented Reality: www.applausedigital.com.au/augmented-reality/ Virtual Reality: www.s1t2.com.au/digital-agency/virtual-reality/best-virtual-reality-devices- for-commercial-applications/ Medicine: www.medicalaugmentedreality.com Manufacturing: www.advice-manufacturing.com/Virtual-and-Augmented- Reality.html Education: www.aztechbeat.com/2013/09/augmented-reality-app- developers-focus-youth-market/ Retail: www.businessinsider.com/ikeas-2014-augmented-reality-catalog-2013- 8?IR=T Tourism: www.hermesvirtualtour.com/#discover

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