“How can mobile technology be utilized to facilitate effective sustainable tourism interpretation and mindful visitor learning during rural tourism experiences?”

1. iDiscover Rural Singapore: A mobile driveniDiscover Rural Singapore: A mobile driven
nature-based tourism experience in an urbannature-based tourism experience in an urban
destinationdestination
Presentation for: 5Presentation for: 5thth
International Tourism Studies Association ConferenceInternational Tourism Studies Association Conference
2626thth
to 28to 28thth
November 2014. Perth WANovember 2014. Perth WA
By:
Eunice Tan a
, Barkathunnisha b
, Rob Law a
a
School of Hotel & Tourism Management , The Hong Kong Polytechnic University
b
School of the Arts, Murdoch University
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2. Presentation Outline
1. Introduction
2. Research Objectives
3. Literature Review
4. Methodology
5. Findings & Discussions
6. Conclusion &
Implications
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3. Introduction
Rural tourism development in Urban Singapore
• Sustainable tourism development has increasingly become a
fundamental premise in destination management, tourism
planning and policy directions in recent decades
• “City in the Garden” image and the challenges in balancing
economic, social and environmental needs in a land scarce
Singapore
• Urbanisation and economic transition has led to challenges in
rural areas in Singapore which includes depopulation, lack of
employment opportunities and cultural decline
• Rural tourism development is deemed as a viable strategy for
encouraging economic regeneration of the rural countryside and
as means of enhancing the value of conservation
• To facilitate community pride and sustain livelihoods, an
integrated and sustainable development is needed in rural areas
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4. Introduction
Mindful Visitor Interpretation
• Effective interpretation facilitates the process of information
retrieval and visitor learning about a destination
• Mindful visitor interpretation leads to an understanding and
appreciation of the destination and in turn, a desire for the
conservation of the place
• When designing interpretation, there is a need to effectively
assimilate the various communications and technological
platforms
• Today’s travelers are increasingly adopting the use of online-
and mobile-driven interpretive tools to manage their interactive
experiences and tourism needs.
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5. Research Objectives
• Research Question:
““How can mobile technology be utilized to facilitate effectiveHow can mobile technology be utilized to facilitate effective
sustainable tourism interpretation and mindful visitor learningsustainable tourism interpretation and mindful visitor learning
during rural tourism experiences?”during rural tourism experiences?”
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Additionally, the research objectives will specifically investigate:Additionally, the research objectives will specifically investigate:
1.1. The issues and challenges associated with developing sustainable tourismThe issues and challenges associated with developing sustainable tourism
development within countryside anddevelopment within countryside and rural areas in urban destinations;rural areas in urban destinations;
2.2. The sustainable tourism and visitor learning outcomes that can beThe sustainable tourism and visitor learning outcomes that can be
achieved throughachieved through effective interpretation and mindful visitor experienceseffective interpretation and mindful visitor experiences;;
3.3. The key benefits and challenges ofThe key benefits and challenges of mobile-driven technology andmobile-driven technology and
communication platformscommunication platforms that can impact the interpretive and learningthat can impact the interpretive and learning
experience of visitors within the context of nature-based rural tourism.experience of visitors within the context of nature-based rural tourism.

6. Literature ReviewUrban / Rural Tourism
Peripheral Destinations
• Urbanisation has led to “rural crisis” and has been a major concern to various stakeholders who are seeking alternative modes
of development for rural areas (Bramwell, 1994; Augustyn, 1998).
• Tourism development is pursued as a viable strategy for rural diversification and regenerating rural economies that is found in
the periphery of urban destinations (Liu, 2006; Wilson, Fesenmaier, Fesenmaier, & Van Es, 2001).
• Rural tourism, is a form of tourism that is 1) located in rural areas, 2) is rural in scale, character and function, and 3) reflecting
the differing and complex pattern of rural environment, economy, history and location (Lane, 1994)
• Growing popularity and attractiveness of rural tourism rests on the positive connotations of the rural idyll and the their
distinctive cultural, historic, ethnic, and geographic characteristics (Cloke, Marsden & Mooney, 2006)
Sustainable Rural
Tourism:
Visitor Interpretation &
Mindfulness
• For the effective implementation of sustainable development in rural areas, there must be a proactive approach of integrating
effective visitor management with conservation outcomes (Howie, 2013).
• Carefully developed interpretive programs can thus positively contribute to visitor management strategies by encouraging
visitor mindfulness and the adoption of sustainable behavior (Hill, Woodland, & Gough, 2007; Lee, 2009)
• Interpretation should be designed as an interesting, entertaining, and educational activity aimed at communicating meaningful
relationships, creating new knowledge, and forming sustainable behavior (Powell & Ham, 2008; Weaver, 2008)
• Moscardo (1996) proposed a “mindfulness model of Interpretation” (p. 382) in which the degree of mindfulness or
mindlessness displayed by the visitor is determined by 1) the setting factors 2) the visitor factors
• Mindful visitors are seen to articulate higher levels of satisfaction, interest, sense of discovery and appreciation of the place
(Moscardo, 1996)
Mobile-driven
Interpretation &
Applications for Rural
Tourism
• Despite the ubiquitous adoption of mobile-driven technology and applications, research into the role of such tools in
interpretative programs and the implications for mediating the tourism experience is still at its infancy (Dickinson et al., 2014;
Peres et al., 2011).
• When designing and implementing mobile-driven interpretation, content should be planned and developed as part of an
integrated multi-channel service package (Koivumaki, 2002), incorporating the various interpretative programs
• Need to ensure a holistic and integrative approach to consider the totality of the tourism experience, from start to finish (pre
trip, on site and post visit) Wang, Park, and Fesenmaier (2012), and Watson, Akselsen, Monod, and Pitt (2004)
• Mobile applications should be synergistically designed with existing tools and platforms that “interact with each other in a digital
ecosystem of mobile applications and services through accepted standards, fostering inter-operability and easy extension”
(Martin et al p. 1883).
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7. Methodology
• The Study:
– Exploratory study; qualitative research
– Research Site: The Kranji Countryside, SingaporeResearch Site: The Kranji Countryside, Singapore
– Stage 1: Preliminary literature / information search
Interviews with KCA & local stakeholders
– Stage 2: Development of mobile app prototype
– Stage 3: Visitor Interview (semi-structured interviews)
• Data Collection:
– Case-study:Case-study: The Kranji Countryside & Local Farming Community
– Face to Face Interviews:Face to Face Interviews: Kranji Countryside Association Management
– Web content analysis:Web content analysis: KCA Website, Local Tourism & Policy Papers
– Semi-structured Interviews:Semi-structured Interviews: Visitors at the inaugural Kranji Countryside
Farmers’ Market in June 2014
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8. Findings & Discussions
- Tourism in Singapore & the shift towards rural tourism -
• Tourism development in Singapore:
– Phenomenal growth in tourism due to pro tourism strategies by the NTO but the sustainability of the industy’s trajectory growth is
questionable
– Singapore Tourism Board (STB) has been dedicated towards navigating the country for the next phase of tourism growth through innovative
product development and diversification strategies
– Tourism Compass 2020, an initiative that was designed to identify and capitalize on emerging opportunities afforded by new travel trends
– Urban attractions have been more dominant in Singapore’s tourism marketing but there is a shift towards nature based attractions in its’ place
making efforts
• Development of rural countryside as tourism destination:
– The Urban Redevelopment Authority’s 2008 Draft Master Plan highlighted the need to create leisure destinations with
unique offerings for Singaporeans and tourists with enhancements.
– The Kranji area, in the northern part of Singapore identified as a leisure destination as it offers the potential of becoming a unique
countryside destination close to nature due to its tranquil retreats and rustic charms
– Government support for “new recreational experiences” including “farm-stays, invigorating spa treatments, strolls through lush
plantations and hands on farming activities in an attractive countryside setting” (URA, 2008)
• Rural tourism development at Kranji Countryside:
– The development of rural tourism with its’ strong links to sustainability can be a savior of rural communities that are facing
challenges of economic transitions in Singapore
– A positive trend of visitors in Singapore escaping to the countryside or rural areas to experience authentic nature based life styles in
contrast to the commodified urban settings,
– However currently, most of the activities to be enjoyed in the Kranji countryside are of a passive character and entail observing,
learning and purchasing (Henderson, 2009).
– A proactive approach towards visitor management should be considered to facilitate an appreciation for nature-based and rural
tourism and enhance the future appeal of the Kranji countryside
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9. Findings & Discussions
- iDiscover rural Singapore: Creating a mobile-driven
interpretive experience -
• Mobile device usage and preferences:
– Majority of the respondents had used their smartphone / mobile devices to retrieve information about the Kranji Countryside and / or the Farmers’ Market
– Real-time integration of mobile and information communications technologies could serve to enhance the overall tourist experience
– Mobile application(s) / device(s) had enhanced their overall visit experience
• Comparative assessments of mobile applications vis-à-vis the other
communications and informational platforms
– Visitors were questioned about their preferred choice for retrieving and receiving information when visiting nature-based or rural areas
– Respondents ranked their preferences as: 1) most preferred choice: mobile applications, 2) second most preferred choice: physical
displays, 3) third most preferred choice: printed brochures, and 4) least preferred choice: tour guides.
– Mobile-driven applications can present positive opportunities to support existing interpretative mediums to provide a holistic and
integrative visitor interpretive experience.
• Implementation of mobile application for Kranji Countryside:
– The prototype application was designed as a “Kranji Countryside Farm Trail Mobile App”
– Users would also be able to retrieve additional information or interesting stories about the attractions at QR Code stations
– Users able to access other exciting and interactive details such as social media updates and special events or promotions
– Majority of respondents had indicated that they would be interested in using the mobile application when made available
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10. Conclusion & Implications
Conclusion:Conclusion:
• Due to economic transitions, there is a need to create economic development opportunities and preserve rural heritage through sustainable tourism
development
• For the sustainable development of rural tourism, there is a need for the proactive integration of effective visitor management
with conservation outcomes
• A visitor centric approach in facilitating mindful learning can result in a more engaging and meaningful experience leading to
positive outcomes
• The assimilation of mobile platforms can be used in rural tourism to enable information access, provide quality information,
create a variety of visitor experiences and activities and facilitate evaluation and feedback.
• However, a more holistic and integrative approach must be undertaken in developing mobile driven interpretive experiences
where the totality of the visitor’s experience must be considered.
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Implications & Recommendations:Implications & Recommendations:
• Development of an actual version of the mobile application to be market tested to study visitor preferences and usage patterns
• Further quantitative research is recommended to track user patterns and behavior before, during, after their visits to the rural destinations
• Subsequent studies should examine whether differences exist in visitor experiences between rural areas and well developed nature
based destinations when using mobile driven interpretive tools
• Pragmatic issues such as wireless connectivity in rural areas and training and support of stakeholders in the rural destinations need due
consideration

11. Any Questions?
Thank You Very Much!
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