The Effects of Presence Induced by Smartphone Applications on Tourism: Application to Cultural Heritage Attractions

1. KeumSil Lee and HyungRyong Lee, Sejong University, Korea
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Slide Number 1
Sunny Ham, Kachon Track
University, Korea

2. Agenda
I. Introduction
1.
2.
Significance
Purpose of Study
II. Theoretical Background
1.
2.
3.
Presence
Touristic Experience
Tourist Satisfaction
III. Research Design
1.
2.
Research Model
Hypothesis
IV. Methodology
1.
2.
3.
Sample and Data Collection
Research Instrument
Data Analysis
V. Results
1.
2.
3.
Profiles of Participants
Measurement Models
Structural Model
Ⅵ. Conclusion & Implications
1.
2.
Conclusions and Implications
Limitation and future Research
Q&A
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3. I.
Introduction
1. Significance
1) Smartphone applications to tourism
• A new platform: enhance a tourist‘s interests in cultural heritage sites.
• Redesigning tourism resources into sustainable tourism prouducts.
2) Cultural heritage attractions
• Interpretation media: one obvious application area of the mobile devices[brown
& Chalmers, 2003], especially smartphone based systems.
• Panoramas, videos, interpretation manuscripts, background music, narration,
games, AR-based path finding, and SNS connection services (e.g. Facebook,
Twitter, Kakaotalk).
• Smartphone based cultural heritage applications in Korea
• Korea: Korea Tourism Organization (KTO), 2011
• Cultural experience: an important factor in expansion of the demand of cultural
heritage tourism and enhancing tourist satisfaction [Richards, 2001; Stamboulis
& Skayannis, 2003].
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4. I.
Introduction
1. Significance
3) Augmented Reality
• Technologies that enhance the sense of reality allowing the
coexistence of digital information and real environments [Azuma,
1997].
• Camera & sensors: virtual information (e.g. photos, sounds, videos,
etc.) in way of 3D or 4D directly onto real world [Chia, Kanga and
Wang, 2013].
• Tourists experience both reality and virtual realms.
• Overcome physical constraints existing at heritage sites.
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5. I.
Introduction
1. Significance
4) Presence
• Status of one’s subjective recognition of being in virtual realms beyond
realistic physical spaces.
• Involve psychological and cognitive process.
• Research on presence: Scholars have questioned about which medium
or technology realistically represent physical and social environment as
they are [Lombard & Ditton, 1997; Kim & Biocca, 1997;Schubert at al.,
2001].
• Central to theorizing advanced Human Computer Interfaces (HCI) [Lee,
2004].
• Presence Research: engineering, education, industrial design.
• Object Presence: users feel a subjective experience of virtual objects in
their real environment.
• Social presence: a feeling of being with other people in virtual spaces.
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6. I.
Introduction
Presence has become central to theorizing
advanced HCI. There is a need to research the
impact of presence on tourism.
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7. I.
Introduction
2. Purpose of study
When smartphone applications are applied to
cultural heritage attractions,
To Investigate the relationships between
the presence induced by the use of
smartphone applications, touristic experience,
and tourist satisfaction.
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8. II. Theoretical background
1. Presence
 Presence
• “the status of one’s subjective recognition of being in virtual realms beyond realistic
physical space”(Sheridan, 1992; Witmer and Singer,1998).
• Its definition has been still indefinite(Lee, 2004).
 Previous studies for Presence
[Azuma, 1997]
[Stevens and Jerrams-Smith,
2002]
[Durlach and Slater, 2000]
[Short et al., 1976]
• Object presence
• ‘a subjective experience of virtual objects in their
real environment’
•
•
Social presence
‘a feeling of being with other people in virtual
spaces’
 Presence has become central to theorizing advanced HCI, such as virtual reality
devices, and tourism field as well. There is a need to research the impact of
presence on tourism
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9. II. Theoretical background
2. Touristic Experience
 Experience economy (Pine and Gilmore, 1999)
• 4 realms of experience – entertainment, educational, escapist, and aesthetic
experiences.
 Previous studies for Touristic Experience
[Gretzel and
Jamal, 2009]
• Use of Smartphone
• New dimensions of touristic experience should be
applied.
i-pod tour at national park
Aesthetic experience is not suitable in mobile technology
[Kang and
environment due to its passive characteristics.
Gretzel, 2012]
• Social presence → touristic experience → behavioral
intentions
 Use of mobile devices enhances touristic experiences.
•
•
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10. II. Theoretical background
3. Tourist Satisfaction
 Tourist satisfaction(Oliver, 1997)
• The psychological status induced immediately from consumption experience.
 Previous studies for Tourist satisfaction
[Oh et al., 2007]
• A primary antecedents of purchase-related attitudes.
[Pine and
Gilmore, 1999]
•
Increase the level of customer experience for goods
and services higher
 Tourist satisfaction is affected by touristic experience, which improves
tourists satisfaction level.
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11. III. Research design
1. Research Model
Educational
H1
Object
Presence
H2
H3
Social
Presence
H7
Entertainment
H8
H4
H5
Tourist
Satisfaction
H9
H6
Escape
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12. III. Research design
2. Hyphothesis
H1
H2
H3
H4
H5
H6
H7
H8
H9
Object presence induced by smartphone application will make a positive impact on tourists’
educational experiences
Object presence induced by smartphone application will make a positive impact on tourists’
entertainment experiences
Object presence induced by smartphone application will make a positive impact on tourists’
escape experiences
Social presence induced by smartphone application will make a positive impact on tourists’
educational experiences
Social presence induced by smartphone application will make a positive impact on tourists’
entertainment experiences
Social presence induced by smartphone application will make a positive impact on tourists’
escape experiences
Educational experience offered by smartphone application will make a positive impact on tourist’
satisfaction
Entertainment experience offered by smartphone application will make a positive Impact on tourist’
satisfaction
Escape experience offered by smartphone application will make a positive impact on tourist’
satisfaction
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13. IV. Methodology
1. Sample and Data Collection
Population
• Tourists who had experienced using
smartphone application at cultural
heritage sites
Sample
• Tourists who had experienced using
smartphone application
‘Changdeokgung Palace Story’ at
Changdeok gung in Seoul, Korea
Survey
• Self-administered the questionaire both
paper and online
• Distributed 460 questionnaire,
collected 222 data analyzed
Collection
Period
Figure1 “Changdeokgung Palce Story’
• From April 22 to 13 May 2012
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14.  Changdeokgung Palace Story
 Changdeokgung reflects the history of Josheon Dynasty for about
500 years
 23 state-designated cultural properties
 UNESCO’s World Cultural Heritage in 1997 in Korea.
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15. IV. Methodology
2. Research Instrument
• Tourist’s subjective experience induced by a
• Stevens et al.( 2002),
particular virtual object existing in a tourist’s
Schubert et al.(2001),
Smartphone
environment.
application’s
Kim and Biocca(1997),
• A feeling of being with other human or
presence
Kang and
characters in virtual space when smartphone
Gretzel(2012)
application mediated.
• Emotional phenomenon induced by the
• Pine and
combination of cognitive interaction
Gilmore(1999), Oh et
processes and emotional feeling which
Touristic
al.(2007), Kang and
experiences
results from one’s encountering various
Gretzel(2012), Gretzel
physical and abstract objects or phenomena
and Jamal(2009)
at cultural heritage sites.
• The summary psychological stage arising
• Oliver(1997), Oh et al.
Tourist
immediately on the tourism destination
satisfaction
(2007)
from consumption experience
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16. IV. Methodology
3. Data Analysis
• SPSS 18.0 for Windows
• AMOS 18.0.
• Descriptive analyses
• Reliability test, Exploratory factor analysis, and
confirmatory factor analysis
• Structural Equation Modeling (SEM)
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17. V. Results
1. Profile of participants
N=222
Gender
Age
Education
• Female (60.8%)
• Male(39.2%)
• 20s(88.7%)
• 30s(9.9%)
• Others(1.4%)
• University(86.0%)
• Others(14%)
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18. V. Results
2. Measurement Models: Presence
Factor communa
loading
lity
Object presence
Eigen
value
% of
Cronbach’α
Variance (if deleted)
4.667
Construct Indicators
58.343%
.823
-The smartphone application came to me and created a new world for me, and the
world suddenly disappeared when the smartphone apps ended.
.799
.647
(.821)
-During a tour, I felt I was in the world the smartphone application created.
.809
.702
(.768)
-During a tour, my body was in real world but my mind was inside the world
created by smartphone application
.723
.730
(.739)
-During a tour, the smartphone application generated world was more real for me.
.639
.650
(.773)
-During a tour, I never forgot I was in the middle of smartphone application
generated world.
deleted
Social Presence
1.142
14.281%
.904
-I felt I talked to someone close by me during a tour.
.852
.764
(.883)
-During a tour, I felt I had involved with someone
.853
.786
(.868)
-I felt someone talked to me during a tour.
.820
.733
(.889)
-I felt close to the others during a tour.
.847
.798
(.861)
KMO=.882, Bartlett's Test of Sphericity = 1030.084 (df =28, sig.=.000), Cumulative %= 72.624% , Factor rotation: Varimax
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19. V. Results
2. Measurement Models: Touristic
experience
Communality
Eigen
value
% of Variance
Cronbach’α
(if deleted)
2.223
Factor
loading
Construct Indicators
22.227%
Education
-I learnt a lot during a tour
.838
.732
.806
(.744)
-The experience made me more knowledgeable
.857
.761
(.741)
-It stimulated my curiosity to learn new things
.600
.546
(.785)
-It was a real learning experience
Entertainment
.714
.589
-This activities during a tour were amusing
.856
.831
(.907)
-These activities were captivating
-Activities in this tour were fun
Escape
.912
.911
.876
.891
(.898)
(.863)
.846
-I felt I played a different character here
.845
.718
(.843)
-I felt like I was living in a different time or place
.874
.777
(.768)
-The experience here let me imagine being someone
else
-I completely forgot about my daily routine
.889
.800
(.739)
4.064
1.234
40.637%
12.338%
(.760)
.923
deleted
KMO=.779, Bartlett's Test of Sphericity =1239.531(df= 45, p=.000), Factor rotation: Varimax, Cumulative %= 75.202%
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20. V. Results
2. Measurement Models: CFA
Observe
Std.
S.E.
C.R.a
-The smartphone application came to me and created a new world for me, and
the world suddenly disappeared when the smartphone apps ended
.585
.093
8.452***
-During a tour, I felt I was in the world the smartphone application created
.723
.090
10.633***
.098
12.288***
Fixed
fixed
.061
.061
.059
Fixed
15.316***
16.661***
15.316***
fixed
.100
.099
.106
Fixed
9.765***
9.748***
8.664***
Fixed
.069
.074
Fixed
11.165***
13.14***
Fixed
.065
.056
fixed
16.811***
20.657***
fixed
Object Presence
-During a tour, my body was in real world but my mind was inside the world
.839
created by smartphone application
-During a tour, the smartphone application generated world was more real for
.779
me
Social Presence
-I felt I talked to someone close by me during a tour.
.811
-During a tour, I felt involved with someone of my presence
.851
-I felt someone responded my talk during a tour.
.811
-I perceived someone with me during a tour.
.882
Educational experience
-I learnt a lot during a tour
.758
-The experience made me more knowledgeable
.756
-It stimulated my curiosity to learn new things
.659
-It was a real learning experience
.706
Escape experience
-I felt I played a different character here
.703
-I felt like I was living in a different time or place
.827
-The experience here let me imagine being someone else
.885
Tourist satisfaction
-I am happy with my decision to visit
.851
-My experience here exceeded my exceptions
.961
-Overall I am satisfied with my visit
.861
x2=466.042(df=174, p=.000), normed-x2=2.678, RMR=.057, NFI=.863, TLI=.890, CFI=.909, RMSEA=.080
a.CR(Critical Ratio=z-value) b. CR(Critical Ratio=z-value) c. CCR(Composite Construct Reliability)
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AVEb
.909
CCRc
.975
.941
.984
.958
.989
.925
.973
.978
.992
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21. V. Results
3. Summary of Structural Model
Standardized
Path
coefficients
S.E.
C.R.
Assessment
H1: Object presence → Educational
-.097
.092
-.718
rejected
H2: Object presence → Entertainment
-.149
.120
-1.201
rejected
H3: Object presence → Escape
.111
.143
.958
rejected
H4: Social presence → Educational
.234
.069
1.752
rejected
H5: Social presence → Entertainment
.330
.089
2.722**
supported
H6: Social presence → Escape
.434
.107
3.809***
supported
H7: Educational → Tourist Satisfaction
.418
.119
5.193***
supported
H8: Entertainment → Tourist Satisfaction
.522
.071
7.586***
supported
H9: Escape → Tourist Satisfaction
-.044
.037
-.946
rejected
Structural Path
x2=422.330(df=176, p<.001), normed-x2=2.400
NFI=.876, TLI=.908, CFI=.923, RMR=.058, RMSEA=.080
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* p<.05, ** p<.01, *** p<.001
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22. V. Results
3. Summary of Structural Model
Supported
Educational
H1
Object
Presence
H2
H3
Social
Presence
H7
Not supported
Entertainment
H8
H4
H5
Tourist
Satisfaction
H9
H6
Escape
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23. VI. Conclusion and Implication
1. Conclusion and implications
1> Social presence has positive effects on entertainment
and escape experiences.
 Correspond with previous study results from Kang & Gretzel(2012).
 Social presence had positively significant effect on escape experience and
on entertainment in the order.
2> However, object presence has no significant effects on
tourist experiences.
 AR technology based on smartphone application hardly affect on touristic
experience such as educational, entertainment, escape.
 As a experimental technique, AR menu based on smartphone application
consider its benefits against cost.
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24. VI. Conclusion and Implication
1. Conclusion and implications
3> Tourist experience through the utilization of
smartphone applications affected tourist satisfaction
positively.
 The effect of entertainment experience on tourist satisfaction was the
greatest, whilst educational experience made a positive effect on tourism
satisfaction.
 A number of entertainment functions (games, puzzle, foot printing, ARbased photo) included in the smartphone app may enhance the
edutainment experience of cultural resources which might be dull and
difficult to deal with otherwise.
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25. VI. Conclusion and Implication
2. Limitation and Future research
Sample obtained by survey instrument is biased on 20s.
1
2
3
•
At that point in time, among the tourists who visited
Changduk palace, young people could utilize a smartphone
application easily. So The sample was limited on 20s.
A need to reflect external variables such as weather and
communication environment of heritage sites that might
affect on other variables of the study.
The study findings may not be generalized to all
smartphone tourism applications and tourists of
smartphone applications.
•
Hope that such limitations could suggest.
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26. Q&A
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