Effects of virtual reality and augmented reality on visitor experiences in museum
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This document presents research on the effects of virtual reality (VR) and augmented reality (AR) on visitor experiences in museums. The study examines how social presence in mixed reality environments can enhance visitors' overall experiences and intention to revisit attractions. A research model and hypotheses are proposed relating social presence to four realms of experience (education, esthetics, entertainment, escape), overall experience, and intention to revisit. Data was collected from 163 visitors using VR and AR applications at a tin mine museum and analyzed using PLS regression. Measurement scales for the seven constructs were adapted from prior literature.
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Effects of virtual reality and augmented reality on visitor experiences in museum
- 1. ENTER 2016 Research Track Slide Number 1 Effects of Virtual Reality and Augmented Reality on Visitor Experiences in Museum a Timothy Jung, a M.Claudia Tom Diek, b Hyunae Lee and b Namho Chung a Manchester Metropolitan University, United Kingdoms t.jung@mmu.ac.uk / c.tom-dieck@mmu.ac.uk b Kyung Hee University, Korea, Republic of. halee8601@khu.ac.kr/ nhchung@khu.ac.kr
- 2. ENTER 2016 Research Track Slide Number 2 CONTENT 1. Introduction 2. Theoretical background 3. Research Model 4. Hypotheses Development 5. Analysis & Results 6. Discussion & Conclusion
- 3. ENTER 2016 Research Track Slide Number 3 VR AR In order to enhance the visitor’s experience, many cultural tourism organizations have tried to use AR and VR (Jung et al., 2015) However, in tourism research, little attempts have been made to examine the factors enhancing visitor experience using both AR and VR technologies Introduction Providing complete virtual environment Providing virtual images that superimposed on the real worldview captured from the camera of device
- 4. ENTER 2016 Research Track Slide Number 4 Although most studies about social presence have focused on the VR environment, only limited study focused on the roles of social presence in the context of AR environment or mixed (VR & AR) environment. Introduction Tourists perceive their experience to be artificial or mediated Strongly social presence occurs Social presence “extent to which other beings (living or synthetic) also exist in the virtual environment” (Schuemie et al., 2001, p. 184) Key factor which influences on experience The role of social presence was previously investigated focusing on the VR environment and with an increase in importance of VR & AR within the tourism context, tourists are increasingly immersed in the real and virtual world Social presence is gaining importance in the tourism context (Lee, 2002) Kang & Gretzel (2012) Enhancing user’s social presence in virtual environment is helpful for enhancing user’s experience
- 5. ENTER 2016 Research Track Slide Number 5 The aims of this study… To examine whether visitors’ overall experience could be enhanced by social presence in the mixed (AR & VR) reality and further inducing intention to revisit actual attraction Introduction Social presence in AR & VR environment Tourist’s overall experience Intention to revisit actual destination
- 6. ENTER 2016 Research Track Slide Number 6 presence “the sense of being in an environments” (Steuer et al., 1995) Crucial component for improving performance of medium by providing users with experience of “being there” Social presence Theoretical Background • Personal presence • Social presence • Environmental presence “the extent to which other being (living or synthetic) also exist in the virtual environment” has been actively investigated in the context of virtual environment provided by ICT they have∵ increasingly provided tourists with more real and immersive virtual environments (Heeter, 1992)
- 7. ENTER 2016 Research Track Slide Number 7 Theoretical Background Experience economy Paradigm shift : product or service → enhancing tourist’s experience & making it memorable A tourist’s life is filled with mixed experiences and have socially and culturally originated in various sensescapes ARVR Enriching a tourists’ experiences by facilitating the interactions between tourists and destination (Kang & Gretzel, 2012)
- 8. ENTER 2016 Research Track Slide Number 8 Predominant concepts in experience area classified staged experience, which is core product of tourism industry, into four realms of experience economy Theoretical Background Experience economy (Pine & Gilmore, 1998)
- 9. ENTER 2016 Research Track Slide Number 9 Tour Experience AR Education Education Experience VR Education AR Esthetics Esthetics Experience VR Esthetics AR Entertainment Entertainment Experience VR Entertainment AR Escape Escape Experience VR Escape Intention to revisit attraction H9 AR Social presence Social Presence VR Social presence : first order : second order H5 H6 H7 H8 H1 H2 H3 H4 Research Model
- 10. ENTER 2016 Research Track Slide Number 10 Tour Experience AR Education Education Experience VR Education AR Esthetics Esthetics Experience VR Esthetics AR Entertainment Entertainment Experience VR Entertainment AR Escape Escape Experience VR Escape Intention to revisit attraction H9 AR Social presence Social Presence VR Social presence H5 H6 H7 H8 H1 H2 H3 H4 Hypotheses Development ‘staged experience’ into four realms of experience economy by two spectrums of participation (passive and active participation) and connection (absorption and immersion) (A)esthetics and escape EXP : immersion Greater immersion ≒ Greater presence (Lomard & Ditton (1990)’s definition of presence (“the perceptual illusion of non-mediation”) (Kang & Gretzel, 2012) Social presence was found to influence on both education and entertainment EXP by conveying information and enjoyable experiences (Monk et al., 2002; Skalski, 2004 as cited in Kang & Gretzel, 2012) Social presence and experience economy
- 11. ENTER 2016 Research Track Slide Number 11 Tour Experience AR Education Education Experience VR Education AR Esthetics Esthetics Experience VR Esthetics AR Entertainment Entertainment Experience VR Entertainment AR Escape Escape Experience VR Escape Intention to revisit attraction H9 AR Social presence Social Presence VR Social presence H5 H6 H7 H8 H1 H2 H3 H4 Hypotheses Development VR & AR are technologies that facilitate learning and entertainment (Leue et al., 2015), offer esthetics (Lee et al., 2015a) and contribute to the escaping of reality (Jung et al., 2015) The four realms of experience economy are essential components for developing memorable experiences Particularly in the tourism context, staging of educational, entertaining, esthetic and escaping experiences are considered important for satisfying vacations (Morgan et al., 2009) Experience economy and overall tour experience
- 12. ENTER 2016 Research Track Slide Number 12 Tour Experience AR Education Education Experience VR Education AR Esthetics Esthetics Experience VR Esthetics AR Entertainment Entertainment Experience VR Entertainment AR Escape Escape Experience VR Escape Intention to revisit attraction H9 AR Social presence Social Presence VR Social presence H5 H6 H7 H8 H1 H2 H3 H4 Hypotheses Development The strong effect of experience towards behavioural intentions has been well proven within previous research (Keng et al., 2007) According to Hosany and Witham (2010), a well-staged experience leads to satisfied customers and intentions to re-visit which is particularly important in the intangible tourism industry Tour experience and intention to revisit attraction
- 13. ENTER 2016 Research Track Slide Number 13 Geevor Tin Mine Museum, Cornwall When: 15~16th of July 2015 Sampling: Convenience Sampling method A total number of questionnaires : 163 Methods Geevor AR application Overlaid text, video, audio, 3D animation and avatar to further explain the museum and aspects of its history Samsung Galaxy Gear VR Experience the lift ride down the mining shaft to re-enact how miners originally started work (The actual lift is currently not accessible to visitors) unique visitor offering aim to engage more in latest technologies to enhance the visitor’s experience
- 14. ENTER 2016 Research Track Slide Number 14 Methods
- 15. ENTER 2016 Research Track Slide Number 15 Methods Measurement items were adopted from previous literature (e.g., Gefen & Straub, 2003; Kim & Tussyadiah, 2013; Oh et al., 2007; Chung et al., 2015) Seven-point Likert scale (1-strongly disagree, 7-strongly agree) 7 constructs and 43 measurement items: Education (8), Esthetics (6), Entertainment (8), Escape (8), Social presence (6), Tour experience (3), Intention to revisit attraction (4) Same questionnaire was used for both VR and AR a partial least squares (PLS) regression analysis was used. (PLS-Graph Version 3.0.) [advantages: small sample size, and few assumptions about measurement scale and normal distribution (Ahuja & Thatcher, 2005)]
- 16. ENTER 2016 Research Track Slide Number 16 Constructs & Measurement Mean S.D C.R alpha AVE EDU VR I learned something new during VR use 5.95 0.81 0.883 0.823 0.654 The experience made me more knowledgeable It stimulated my curiosity to learn new things VR provided a good experience for learning AR I learned something new using AR 6.01 0.84 0.930 0.899 0.769 The experience has made me more knowledgeable It stimulated my curiosity to learn new things AR provided a good experience for learning EST VR Using VR was very attractive 5.79 0.86 0.848 0.718 0.651VR demo played close attention to detail Using VR was very pleasant AR Using AR was very attractive 5.70 0.99 0.923 0.874 0.799The setting of AR paid close attention to details Using AR was very pleasant. ENT VR Using VR was amusing 6.10 0.92 0.936 0.903 0.786 Using VR was captivating Using VR was entertaining Using VR was fun AR Using AR was amusing 5.51 1.09 0.942 0.916 0.802 Using AR was captivating Using AR was entertaining Using AR was fun Analysis & Results Measurement model 0.7↑0.7↑0.5↑
- 17. ENTER 2016 Research Track Slide Number 17 Constructs & Measurement Mean S.D C.R alpha AVE ESC VR I felt I played a different character when using VR 4.95 1.29 0.923 0.887 0.749 I felt like I was living in a different time or place The VR experience let me imagine being someone else I completely escaped from reality AR I felt I played a different character when using AR 3.84 1.46 0.966 0.952 0.876 I felt like I was living in a different time or place. The AR experience let me imagine being someone else I completely escaped from reality SCP VR There is a sense of human contact in VR 4.33 1.27 0.946 0.914 0.853There is a sense of sociability in VR There is a sense of human warmth in VR AR There is a sense of human contact in AR 4.73 1.46 0.965 0.945 0.902There is a sense of sociability in AR There is a sense of human warmth in AR EXP Using VR & AR contributed positively to my overall visitor experience. 5.79 0.99 0.959 0.935 0.886Using VR & AR helped me to enjoy my travel. Using VR & AR assisted me in gaining a meaningful visitor experience. VST I will visit Geevor again after experiencing VR & AR 4.55 1.18 0.917 0.881 0.738 I intend to visit Geevor frequently after experiencing VR & AR I will continue to visit Geevor in the future after experiencing VR & AR I want to recommend Geevor to others after experiencing VR & AR Analysis & Results Measurement model 0.7↑0.7↑0.5↑
- 18. ENTER 2016 Research Track Slide Number 18 Construct Correlations (1) (2) (3) (4) (5) (6) (7) (8) (9) (10) (11) (12) (1) VR_Education 0.809 (2) AR_Education .689 0.877 (3) VR_Esthetics .680 .549 0.807 (4) AR_Esthetics .605 .740 .586 0.894 (5) VR_Entertainment .545 .568 .699 .558 0.887 (6) AR_Entertainment .565 .673 .532 .777 .603 0.896 (7) VR_Escape .539 .493 .555 .484 .519 .424 0.865 (8) AR_Escape .403 .358 .384 .428 .282 .510 .601 0.936 (9) VR_Social presence .489 .425 .541 .477 .449 .457 .570 .634 0.924 (10) AR_Social presence .380 .471 .411 .518 .426 .539 .438 .498 .514 0.950 (11) Visitor experience .663 .701 .676 .657 .727 .687 .528 .461 .538 .474 0.941 (12) Intention to revisit attraction .521 .492 .480 .532 .524 .587 .481 .478 .509 .403 .566 0.855 Analysis & Results Measurement model Square root of AVE for each construct > correlation between that construct and other construct → Discriminant validity
- 19. ENTER 2016 Research Track Slide Number 19 Tour Experience R2 =0.701 Intention to revisit attraction R2 =0.354 AR Social presence Social Presence VR Social presence 0.595*** 0.870*** 0.873*** AR Education Education Experience R2 =0.304 VR Education 0.905*** 0.935*** AR Esthetics Esthetics Experience R2 =0.392 VR Esthetics 0.861*** 0.914*** AR Entertainment Entertainment Experience R2 =0.364 VR Entertainment 0.892*** 0.898*** AR Escape Escape Experience R2 =0.476 VR Escape 0.876*** 0.913*** + p<0.1 *** p<0.001 0.552*** 0.626*** 0.604*** 0.690*** 0.302*** 0.085n.s 0.452*** 0.096+ Analysis & Results = Strong predictor of 4 realms of experience economy (similar with Kang & Gretzel, 2012) Except for (a)esthetic experience, all of experience economy have significant influence on visitor experience, which consequently induce tourists’ intention to revisit attraction. -Entertainment experience = the strongest predictor of tour experience -Carry-over effect (pleasure or arousal evoked from an initial experience continues in subsequent experience, Menon & Kahn, 2002)
- 20. ENTER 2016 Research Track Slide Number 20 Discussion & Conclusion Theoretical & Practical implications 1. Extension of the territory of social presence research VR ARVR Since AR plays an important role of enhancing tourist’s social awareness and experience, it is meaningful to broaden the research territory of social presence to AR environments 2. The impacts of EXP enhanced by technology on tourist’s overall EXP and intention EXP enhanced by technology Tourist’s overall EXP Intention to revisit an actual destination
- 21. ENTER 2016 Research Track Slide Number 21 Discussion & Conclusion Theoretical & Practical implications 3. While VR can be regarded as just a substitute for tourism EXP… Substitute for tourism EXP 4. For VR and AR developers, tourism institutions and organizations Useful tools for enhancing tourist’s EXP In order to enrich tourists’ EXP and ultimately attract them to revisit destination, it is required to have more focus on tourists’ social presence and EXP in VR and AR environments. (ex: high quality of resolution, sound and more authentic VR and AR environments in which tourist can be fully immersed)
- 22. ENTER 2016 Research Track Slide Number 22 Discussion & Conclusion Limitations 1st We conducted experiments with participants who were asked to use both VR and AR. ∴ It is possible that design and functional differences between VR and AR were ignored. → Although we focused mixed experience of VR and AR, it can be also meaningful to investigate tourists’ social presence and experience in VR and AR separately. 2nd Although experience economy of Pine & Gilmore (1998) has been regarded as an eminent theoretical framework, other factors (e.g. technological, demographical, perceptional, and so forth) to influence or be influenced by social presence also should be investigated.
- 23. ENTER 2016 Research Track Slide Number 23 Thank you
Editor's Notes
- In order to enhance visitor’s experience, many cultural tourism organizations tried to use virtual reality (VR) and augmented reality (AR). VR provides complete virtual environment, whereas AR provides virtual images that superimposed on the real worldview captured from the camera of device. Although both VR and AR have been picked up by tourism practioners and researchers, in tourism research, only small number of studies have been done to investigate the factors enhancing visitor’s experience using them.
- Meanwhile, social presence have been focused on the VR environment. Since the less tourists perceive their experience to be artificial or mediated, the more strongly social presence occurs, enhancing user’s social presence in virtual environment is helpful for enhancing user’s experience. However, only limited study focused on the roles of social presence in the context of AR environment or mixed environment.
- So, study aims to examine whether visitors’ overall experience could be enhanced by social presence in the mixed environment and, further inducing revisit intention to revisit. Let’s move on to the theoretical background.
- Presence is defined as “the sense of being in an environments” and has been regarded as crucial component for improving performance of medium by providing users with experience of being there. Heeter classified presence into three types: personal, social and environmental presence. Among them, social presence is defined as “the extent to which other being (living or synthetic)” and has been actively investigated in the context of virtual environment provided by information communication technology since they have increasingly provided tourists with more real and immersive virtual environments.
- The paradigm of tourism business have been shifted from focusing the product or service itself to enhancing tourist’s experience and making it memorable. A tourist’s life is filled with mixed experiences and have socially and culturally originated in various sensescapes. Further, recent numerous technologies such as VR and AR have been found to play important roles of enriching a tourists’ experiences by facilitating interactions between the tourists and the destination.
- Pine & Gilmore’s experience economy is one of the most predominant concept in experience area. They classified staged experience, which is core product of tourism industry, into four realms of experience economy. Entertainment, education, esthetic and escape experience. In the interests of time, I will skip the detail explanation of each realm.
- Based on the theoretical background, we proposed this research model. This study mainly investigates the impact of social presence on tour experience and intention to revisit destination through VR and AR mixed experience. Social presence and four realms of experience economy were measured by two first order variables of VR and AR.
- Pine & Gilmore (1998) classified ‘staged experience’ into four realms of experience economy by two spectrums of participation (passive and active participation) and connection (absorption and immersion. (A)esthetics and escape EXP have feature of immersion, and greater immersion is similar with greater immersion from the perspective of Lomard & Ditton (1990)’s definition of presence (“the perceptual illusion of non-mediation”) (Kang & Gretzel, 2012). Social presence was found to influence on both education and entertainment EXP by conveying information and enjoyable experiences (Monk et al., 2002; Skalski, 2004 as cited in Kang & Gretzel, 2012). Integrating the AR and VR experience in all dimensions, the following hypotheses are proposed.
- The four realms of experience are essential components for developing memorable experiences. Particularly in the tourism context, staging of educational, entertaining, esthetic and escaping experiences are considered important for satisfying vacations (Morgan et al., 2009). In addition, VR & AR are technologies that facilitate learning and entertainment (Leue et al., 2015), offer esthetics (Lee et al., 2015a) and contribute to the escaping of reality (Jung et al., 2015).
- The data was collected at Geevor Tin Mine Museum which is UNESCO World Heritage Site in Cornwall, UK. Geevor was chosen as an example for its unique visitor offering and its aim to engage more in latest technologies to enhance the visitor’s experience. Participants were asked to try Geevor AR application and Samsung Gear VR application and then complete the questionnaire.
- This is sample description.
- Measurement items were adopted from previous studies, and a partial least squares regression analysis was used.
- As shown in this table, composite reliabilities, cronbach’s alphas and AVEs of each construct satisfied the requirements. Thus, the results established that the items demonstrated reliability and convergent validity.
- And, as you can see, this table shows that the square root of the AVE for each construct is greater than the correlations between that construct and other construct. Thus, the discriminant validity of the instrument was established.
- The results showed that social presence is strong predictor of 4 realms of experience economy. This result is partially similar with the previous study. Moreover, except for esthetic experience, all of experience economy have significant influence on visitor experience, which consequently induce tourists’ intention to revisit attraction. Especially, entertainment experience was found to be the strongest predictor of tourist experience. This phenomenon can be explained by carry-over effect which means that pleasure or arousal evoked from an initial experience continues in subsequent experience.
- Based on these results, the present study provides theoretical and practical implications. One of the theoretical implications is that we extended the territory of social presence research to AR environments. Since AR plays an important role of enhancing tourist’s social awareness and experience as well as historical and geological knowledge, it is meaningful to broaden the research territory of social presence to AR environments. / Moreover, the present study tried to investigate whether individual’s experience enhanced by technologies such as VR and AR can contribute to improving tourist’s overall experience and even inducing intention to revisit tourism destination./
- Further, while VR can be regarded as just a substitute for tourism experience, the present study consider both VR and AR as a useful tool for enhancing tourist’s experience which can ultimately induce intention to visit actual destination. / Finally, the results of the present study provide VR and AR developers, tourism institutions and organizations with practical implications. In order to enrich tourists’ experience and ultimately attract them to revisit destination, it is required to have more focus on tourists’ social presence and experience in VR and AR environments. To be more specific, by offering high quality of resolution or sound, more authentic VR and AR environments in which tourists can be fully immersed should be provided.
- However, this study has some limitations. ~~