The presentation shows the positive influence on how visitors perceive an exhibition or a building that offers indoor navigation and how that effects satisfaction, likelihood to revisit and word-of-mouth.

1. Indoor Navigation increases
attractiveness of venues & exhibitions
Study performed by University of Eichstaett-Ingolstadt
Department of International Management
Prof. Dr. K. Gelbrich
Technically supported by

2. 1. Goal of the study
2. Study design
3. Results
4. Take Aways
Agenda

3. The study shall answer the following questions:
• Does it make sense to use an indoor navigation system instead of a traditional map?
• How does an indoor navigation system influence how one perceives a venue/exhibition?
Goal of the study

4. Study design
When and where 11th – 13th of October 2016; exhibition INTERGEO in Hamburg
(Germany) with over 15.000 visitors and 500+ exhibitors
Method Experiment followed by a questionnaire
Duration per participant Normal visit of the exhibition (either with a normal map or
with the indoor navigation system) followed by a 15min
questionnaire
Participant recruiting Email invitation to registered visitors of the exhibition;
random assignement of the participants in experimental group
or control group
Number of participants n = 166
38% female and 62% male
average age 37,6 years

5. Study design
Experimental group Control group
vanillaNAV indoor navigation analog navigation map

6. Functioning of the vanillaNAV app
Start vanillaNAV app Select navigation
destination and start
navigation by pressing
Point smartphone
towards any of the
optical navigation
markers
Follow augmented
reality navigation
arrow
1 2 3 4

7. Procedure
1. Welcome participants and assigne them randomly to either the experimental group or
the control group
2. Participants visit the exhibition and use either the indoor navigation system or the
analog navigation map for navigating through the exhibition
3. At the end of their fair visit they fill out a questionnaire (duration approx. 15min)

8. Results
Satisfaction – how satisfied are you with the visit of the trade fair?
(1 = not satisfied at all; 7 = very satisfied)
• Satisfaction in the experimental
group is significantly higher than in
the control group
• That shows that an indoor
navigation is increasing the
satisfaction of a trade fair visit
by 10%

9. Results
Likelihood of revisiting – how likely is it that you are revisiting the trade fair?
(1 = not satisfied at all; 7 = very satisfied)
• Likelihood of revisiting in the
experimental group is significantly
than in the control group
• That shows that an indoor
navigatoin is increasing the
likelihood of revisiting a trade fair
by 5%

10. Results
Word-of-mouth – How high is the word of mouth
(1 = not satisfied at all; 7 = very satisfied)
• Word-of-mouth in the
experimental group is significantly
than in the control group
• That shows that an indoor
navigation is increasing the word-
of-mouth of a trade fair by 10%

11. Results
Wishes regarding the trade fair – what are your future wishes regarding the fair
Top vanillaNAV indoor navigation analog navigation map
1 No wishes Easily understandable map
2 Better structured (e.g. exhibitors
sorted by topic)
Better structured (e.g. exhibitors
sorted by topic)
3 Other products or exhibitors Indoor navigation system

12. Take aways
Answers to the initial questions:
Question: Does it make sense to use an indoor navigation system instead of
a traditional map?
Answer: it absolutely makes sense and has a very positive influence on how
one perceives the trade fair
Question: How does an indoor navigation system influence how one
perceives a venue/exhibition?
Answer: an indoor navigation increases significantly:
• The satisfaction with the trade fair by 10%
• The likelihood to revisit the trade fair by 5%
• The word-of-mouth of the trade fair by 10%
And: visitors of the fair wish to have an indoor navigation system!