The document outlines a research project that explored using augmented reality (AR) applications to enhance tourism in Dublin, Ireland. The researchers conducted interviews with tourists to identify user requirements for an AR tourism app. Key findings included that tourists wanted locally relevant information, social networking features, easy navigation, multilingual support, and speed. The researchers plan to develop an AR tourism prototype app for Dublin and conduct further quantitative and comparative studies.

1. Dublin AR: Implementing Augmented
Reality (AR) in Tourism
Dai-In Han
Timothy Jung, Ph.D.
Alex Gibson
Manchester Metropolitan University, Manchester, UK
Dublin Institute of Technology, Dublin, Ireland
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2. Agenda
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Research Aim
Augmented Reality (AR)
AR in Urban Heritage Tourism
User Requirements in the Mobile Computing Context
Dublin Augmented Reality (AR) Tourism Project
Research Methodology
Research Findings
Limitations
Conclusion
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3. Research Aim
• Explore tourists’ current understanding of
Augmented Reality
• Identify End-user Requirements for AR App
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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)
•Intangible benefits
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Social capital
City brand image as leading Smart City
AR as infrastructure
Business community
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6. Dublin AR Project Background
Dublin
City of Innovation
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7. Dublin AR Tourism Project
Develop Mobile AR App for Dublin Tourism based on
Independence Trail
Brand Image
“Test-bed of Innovation”
AR Platform
•Superimpose tourism relevant information
•Reconstruct and revive stories of the past
•Create emotional experience
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8. Research Approach
• 6 Phase Project:
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Literature review
Market concept development
Proof of concept
Field research to test AR application demonstrators
located in Dublin City Centre
– Publications/Dissemination
– Expansion of the Pilot Project
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9. Phase 1 Literature Review
October 2012 – March 2013
• Review of current employment of AR projects in
city destinations as tourism & citizen resources
– Completed (update)
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10. AR in Urban Heritage Tourism
• Access information on immediate
surrounding
• High focus on navigation to POIs/GPSbased AR
• Timewarp, Tripventure (AR Gaming)
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11. User Requirements in
Mobile Computing
Limited Literature on AR User Requirements
User Requirments
Authors
Simple and authentic UX
Tan, et al., 1998; Herzwurm and Schockert, 2003; Zheng and Pulli, 2005;
Pulli et al., 2007; Gafni, 2008
Relevant and updated information
Herzwurm and Schockert, 2003; Gafni, 2008
Speed
Tan, et al., 1998; Herzwurm and Schockert, 2003; Pulli et al., 2007;
Gafni, 2008
Price and Product comparison
Herzwurm and Schockert, 2003
Accessibility
Herzwurm and Schockert, 2003; Zheng and Pulli, 2005; Gafni, 2008
Social Functions
Herzwurm and Schockert, 2003; Zheng and Pulli, 2005; An et al., 2008
Personalisation
Herzwurm and Schockert, 2003; Zheng and Pulli, 2005; An et al., 2008;
Gafni, 2008
Efficient and Time Saving
Herzwurm and Schockert, 2003; Zheng and Pulli, 2005; Pulli et al., 2007;
An et al., 2008
Ease of Use
Herzwurm and Schockert, 2003; Pulli et al., 2007; Gafni, 2008
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12. Phase 2 Market Concept Development
January 2013 – June 2013
• Employment of recognised concept development
framework – identify key AR features valued by
tourists (citizen)
– 2 pilot interviews + 26 in depth tourist interviews completed
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13. Research Methodology
Identify Tourists’ User Requirements
Population:
Qualitative Research:
•Two pilot Interviews
•AR examples provided (text, image,
video, GPS)
•Two sessions (Feb, Apr) in the Gresham
Hotel (O’Connell Street) and Fleet Street
Hotel (Temple Bar)
•26 In-depth Interviews
•Thematic Analysis technique to
interpret and analyse collected data
•Domestic & International tourists
•Main market segments: Ireland
(n=4), UK (n=8), USA (n=3), Germany
(n=4), France (n=3), Spain (n=2)
•70/30 (f/m ratio)
•Agegroup: 22-30 (65%), under 21
(19%), 31-40 (8%), 41-50 (8%)
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14. AR Stimuli
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15. Research Findings
• Local Context
Deals, price and on-going event indications to avoid unexpected
occurances
• Personalization/User Empowerment
Save trips and individual profiles to shape trip according to
interest, easier and more efficient planning approach by
keeping application flexible for changes
• Up to Date Information and Speed
Update App for long-term functionality, promote time-relevant
information, information on public transport, menus, prices,
opening times, user-friendly UX and speed
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16. Research Findings
• Reviews/Social Network
Recommendations on attractions and dining options, encourage
regular use of the App by linking to existing social network
platforms
• Map/Easy Navigation
Easy navigatable map of the destination, pinpoint location and
provide information on surrounding, virtual route indications
• Multi-lingual/Internationality
Accurate translation of App to main markets, Translate through
AR lense for common phrases used at the destination, exchange
rate calculator
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17. Limitations and Recommendations
• Most tourists unaware of AR, limited knowledge to support answers
• Post-experience Qualitative Research after the development of
Prototype App to investigate changes/additional answers (completed)
• Study based on Qualitative Research - Limited capability to generalize
Findings
 Quantitative Research in February 2014
• Tested in Dublin context (developed EU city), might show different
results in other cities/locations
 Comparative study between Dublin and developed city in Asia
• Study will progress to investigate other Stakeholders
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18. Conclusion
• Source of local and relevant Information
• Social Networking capabilities for regular
use
• Design of UX, Easy Navigation
• Multi-lingual
• Speed
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19. Thank you for your attention
Contact:
Dai-In Han: d.han@mmu.ac.uk
Dr. Timothy Jung: t.jung@mmu.ac.uk
Alex Gibson: alex.gibson@dit.ie
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