The document discusses how emerging technologies like AI, big data, IoT, 5G, and digital twins can power mixed reality experiences for smart tourism. It summarizes the work of Dr. Timothy Jung and the Creative AR & VR Hub in conducting research projects applying augmented and virtual reality to cultural heritage sites and museums. Their goal is to create immersive, data-driven experiences that enhance visitor engagement and learning before, during, and after visits. Looking ahead, the document envisions AI, IoT, and other technologies delivering personalized immersive experiences for smart, tourist-centered services through digital twin technologies.

1. The Future of Smart Tourism Experience:
AI, Big Data, IoT, 5G, Digital Twin powered
Mixed Reality Experience
Dr Timothy Jung
Director, Creative AR & VR Hub
Faculty of Business & Law
Manchester Metropolitan University
@creativeARVRhub

2. @creativeARVRhub
Who am I?
• Inter-disciplinary, Innovative and Creative Thinker
• Director, Creative AR & VR Hub, Manchester Met
• Conference Chair: International AR & VR Conference
• Head, AR & VR Research Group, Manchester Met
• Leader, ImmerseUK Industry-Academy Working Group
• Advisor for Bird Hive VR project for Lake District National Park
(UNESCO World Heritage Sites)
• Authors of
• Go Slow and Curvy
• Augmented Reality and Virtual Reality
• The Power of AR & VR for Business
• AR & VR Case Studies (forthcoming)

3. @creativeARVRhub
The MOST DOWNLOADED BOOK (approx. 140,000
downloads) in Business & Management in 2018!

4. @creativeARVRhub
Creative AR & VR Hub
Augmented Reality andVirtual Reality Hub @MMU
Investigating new and innovative ways to implement Augmented
Reality (AR) andVirtual Reality (VR) in tourism, creative and
healthcare industries.
Leading world-class research in the field of AR/VR and Immersive
Technologies and applying research into practice.

5. @creativeARVRhub
Proud Creative AR & VR Hub Team!

6. @creativeARVRhub
•Papers: Over 80 ARVR papers for the last 5
years
•Book: 3 AR/VR Books
•Keynote/Invited Speech: 40 in 2018
•2 Journal Paper of theYear Award (2018/2019)
•All PhD students becoming Faculty member
before PhD completions

7. @creativeARVRhub
Five Megatrends Reshaping the World

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• BOX PROJECT CODE

9. @creativeARVRhub
Connected
Data-Driven
Immersive
Intelligent

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Platform Waves

11. @creativeARVRhub
Potential of AR/VR Applications

12. @creativeARVRhub
AR vs VR
AUGMENTED REALITY VIRTUAL REALITY
I. Overlay of digital content onto real
environment
II. Visitors are able to experience the real
environment and get enhanced information
III. Good for on-site experience
I. Computer generated world and digital re-
creation of objects
II. Visitors are fully immersed in the digital
experience
III. Good for off-site experience

13. @creativeARVRhub
AR/VR in Tourism/Cultural Heritage/Entertainment
Virgin AtlanticMarriott Hotel
Lake District National Park,
UK
Amusement Park,
Finland
MSC Cruise, USA National History Museum,
Australia
Thomas Cook, UK Walt Disney,
USA
Robots in Hotel,
Japan
VR Simulation Training
in Hotel, UK

14. @creativeARVRhub
AR/VR and Time, Space & Matter
• Time
No-Time
• Space (Places)
No-Space (Virtual places)
• MatterNo-Matter
(Digital Substances)

15. @creativeARVRhub
Visitor Experience Journey
Pre-Experience Visit Post-Experience
Virtual Reality
- Virtual Tour of Museum
or Gallery
Augmented/Mixed
Reality
- Mobile
- Wearables
3D Printing
- Value Co-
Creation
Multisensory
Experience
Social Media/
Website
- Acquisition
- Retention

16. @creativeARVRhub
Smart Visitor Experience
Pre-Experience Visit Post-Experience
Virtual Reality
- Virtual Tour of Museum
or Gallery
Augmented /Mixed
Reality
- Mobile
- Wearables
3D Printing
- Value Co-
Creation
Multisensory
Experience
Social Media/
Website
- Acquisition
- Retention
Alibaba’s VR Pay-Buy+
Tesco’s VR Shopping
eBay’s VR Dept Store
IKEA’s VR Retail

17. @creativeARVRhub
Creative ARVR Hub conducted
multiple case studies since 2012
to explore and overcome some
barriers
-Industry demanded project
based research

18. @creativeARVRhub
Previous Projects
(Tourism/Culture/Heritage)
Dublin AR
(2013)
Manchester Art
Gallery
Smart Glass
(2014)
Geevor Tin Mine
AR & VR
(2015)
Manchester Jewish
Museum AR
(2015-16)
Barclays
AR Payment
Solution
(2015)
Manchester
Beacons AR VR
Projects
(2016)
Lake District
National Park
Bird Hive 360 VR &
Drone Project
(2016)
Box Project
Mixed Reality Multi-
Sensory
(2017)

19. @creativeARVRhub
Dublin AR
• Developed and tested AR
application in October 2013
• Enhancement of tourist
experience
• Enhanced information on
Dublin Independence Trail
• Conducted user requirements,
acceptance and experience
research
• Biggest problem back then:
Stability of AR app, accuracy of
GPS and markers

20. @creativeARVRhub
Manchester Art Gallery Wearable AR app
• January 2014 – June 2014
• First of its kind in the UK using Google
Glass
• Visitors explored the art gallery in a
completely different way
• Receiving augmented information on
paintings to create a unique experience
• Biggest problems: Overheating of Glass,
content (no curator), social acceptability

21. @creativeARVRhub
Geevor Tin Mine Museum AR & VR Apps
• UNESCO World Heritage site in Cornwall
• Partner: Samsung Gear VR
• Sustainable tourism development
• Attracting new target markets
• Income generation for museum
• Accessibility of underground mine
through 3D simulation

22. @creativeARVRhub
Manchester Jewish Museum AR App
• Development of AR app for
enhanced learning
• Focus on school children
• Gamification approach
• Funded by Heritage Lottery Fund

23. @creativeARVRhub
MJM AR Prototype App
• Based on user requirement testing, app was developed
• Text, audio, 2D & 3D were triggered by either using markers or scanning real objects
• Pilot was used to secure future investments into interactive exhibit design

24. @creativeARVRhub
MJM Augmented Reality Application

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People’s History Museum Mixed Reality Experience

26. @creativeARVRhub
How about outdoor AR/VR Experience in the
context of Smart City & SmartTourism?

27. @creativeARVRhub
Manchester Beacons Project-Science Heritage Smart
Tourism Project
• In 2016 Manchester became the European City of Science
• Key stakeholders including Marketing Manchester, Salford
University, Manchester Metropolitan University, University of
Manchester launched the Manchester Beacons Project
• US software innovator Spark Compass
• Hack-days involving key stakeholders and public to develop
ideas for content and functionalities

28. @creativeARVRhub

29. @creativeARVRhub
Beacons Project: Science Manchester Application
• Smart tourism project using AR and VR
• Provide visitors with a mixed reality smart
tourism experience
• We tested Pokemon Go idea for tourism
• Aimed to infuse an alternative visitor
experience and inspires visitors to see
places differently
• Idea of treasure hunt
• Aim: bring Manchester's science history to
life for tourists

30. @creativeARVRhub

31. @creativeARVRhub
Science Manchester AR application
• Overlaid content (video, Avatar (e.g.
Pokemon) to explain science
• Visitors were made aware of AR content
through 150 Beacons placed around town
• Beacons were hosted by key science
organisations
• Research found that tourists had
enhanced engagement, were more willing
to learn and spend time on science

32. @creativeARVRhub
Science Manchester VR application
• Content was shot using Samsung
360Degree cameras
• E.g. Top of buildings to show
Manchester’s Science Heritage, Cancer
research UK laboratory, Jodrell Bank
Centre for Astrophysics
• 3,000 people had VR experience at
Arndale Centre, Manchester
• Research found that VR resulted in
gratification (positive emotions,
enjoyment, immersion, flow &
emotional involvement)

33. @creativeARVRhub
Lake District National Park BirdHive VR &
Drone Project: English Art Council
• Bid to become a UNESCO World
Heritage Site
• 360 Virtual Reality flight experience
through Lake District landscape
• Utilising drone film making
techniques
• 2,500 people had VR Experience in
July, August 2016
• Increased likelihood to visit, revisit
and recommend destination

34. @creativeARVRhub

35. @creativeARVRhub
Lake District National Park BirdHive VR & Drone Project

36. @creativeARVRhub
BirdHive 360 VR Experience

37. @creativeARVRhub

38. @creativeARVRhub

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Opportunities of AR & VR in Industry 4.0?
• AR+VR+3D Printing (Museum, Gallery)
• AR + IoT + Big Data (Theme park,
Restaurant)
• AR + IoT (Urban heritage)
• AR/VR + AI (health workers, soldiers
training & education)
• Robot +AI (Hotel)
• Robot + Drone+AR (Security in
Warehouse)
• VR/AR + Drone (Outdoor tourism)

40. @creativeARVRhub
• Robot + AI + Automation
• AI & Ethical Issues
• 7.1 million jobs will be lost and 2.1
million jobs will be created.
• Skills Gap-Curriculum Development
• Human-CenteredApproach
Challenges in Industry 4.0

41. @creativeARVRhub
Human Centered Approach
Immersive
Tech
Data Driven
Tech
Intelligent
Tech
Smart
Tech

42. @creativeARVRhub
What’s next?
IoT, AI, Big-Data, 5G & Digtal Twin powered
Personalised Immersive Smart Tourist Experience!

43. @creativeARVRhub
Enabling Technology of Digital Twin (Tao et al., 2018)

44. @creativeARVRhub
Future Direction
• Can smart/connected, data-driven, intelligent and
immersive technologies save our lives?
• Can these techs provide benefits for societal good?
• Can we have a better quality of life and well being?
• Can we be happy using these techs?

45. @creativeARVRhub
Tourist-Centered AI, IoT, Big Data, 5G & Digital Twin-powered
Immersive & Smart Service & Experience
Immersive
Tech
Intelligent
Tech
Smart
Tech
AI-Powered AR/VR/MR
IoT-Powered AR/VR/MR
Big Data-Powered AR/VR/MR
5G-powered AR/VR/MR
Digital Twin-powered AR/VR/MR
Data Driven
Tech

46. @creativeARVRhub
Next conference
6th International AR &VR Conference

47. @creativeARVRhub
Dr. Timothy Jung
t.jung@mmu.ac.uk
Creative AR & VR Hub
www2.mmu.ac.uk/creativear