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NFC-Enabled City Maps Measuring their Perceived Value

Emre RonayRoman Egger

Salzburg University of Applied SciencesSalzburg, Austria

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Agenda• Introduction

– NFC technology

– Previous research

– Problem statement

– Smart Map

• Method

– Perceived Value

– Smart Map Use Case Test

• Study results

– Conclusion

– Limitations

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Introduction

NFC Technology

NFC allows to create a wireless, short-range communication between two NFC enabled devices by bringing them close to each other (Pesonen & Horster, 2012; Coskun et al., 2012, p. 7).

A user with an NFC device can interact with certain objects which are referred to as Smart Objects such as NFC Tags (Coskun et al., 2012).

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Introduction

Previous Research

Currently, the usage of NFC is still in the testing phase (Coskun et al., 2012).

Some research on NFC in tourism are; mobile payment (Pasquet et al., 2008; Pampattiwar, 2012), information retrieve (Ailisto et al., 2009; Coskun et al., 2012, p. 123), navigation information (Özdenizci et al., 2011) or mobile couponing (Pelz, 2013, online).

In addition, the NFC technology in transportation such as the ConTag in Frankfurt (Preuss, 2009), in hotels (Pesonen & Horster, 2012), stores and restaurants (Ailisto et al., 2009) or attractions (Rudametkin et al., 2010; Coskun et al. 2012, pp. 133-134 ) have been investigated

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Introduction

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Introduction

Problem Statement

Panorama Tours (Salzburg) --> Sound of Music tour (travelling to all the movie-related locations)

However, the buses are not allowed to enter the old city of Salzburg. Therefore, tourists receive a map and have to visit the places by themselves.

Therefore the idea was to attach NFC tags to the city map in order to provide additional information in an innovative and convenient way.

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Introduction

Smart Map Idea

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Method

Perceived Value

Zeithaml (1988) defined perceived value as “The consumer’s overall assessment of the utility of a product based on perceptions of what is received and what is given”. Perceived value is a continuous measurement for building a close relationship with customers (Sweeney & Soutar, 2001).

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Method

The PERVAL by Sweeney and Soutar (2001) has been implemented for the measurement.

The customer satisfaction dimension was added, in order to understand whether perceived value has a positive influence on customer satisfaction

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MethodStructural Equation Model - SPSS AMOS

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Method

H1: Emotional value of the Smart Map has a significant positive effect on perceived value.

H2: Social value of the Smart Map has a significant positive effect on perceived value.

H3: Functional value in terms of the price of the Smart Map has a positive effect on perceived value

H4: Functional value in terms of the quality of the Smart Map significant effect on perceived value

H5: Perceived value has a positive influence on customer satisfaction

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MethodSmart Map Use Case Tests

One-on-one Smart Map explanation Example of the use case

Individual use case test Survey after the Smart Map experience

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Study Results

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Study Results

Out of 100 (N=100) participants, 76 of them were not familiar with NFC technology

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Study Results

Price of the Map

91 of the respondents said that they are interested in further NFC use cases which is an important information concerning future research implications

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Study Results

Map Preference

Results indicated a higher preference with a mean of 4,23 for the Smart Map over the paper map with 3,52 and map applications with a mean of 3,19.

It needs to be indicated that the regular paper map has still a higher preference than the map applications considering that the highest proportion of the age ranges were young people between 20-29 years old (54 of the people).

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Study Results

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Study Results

Correlation Analysis

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Study ResultsRegression Analysis

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Study Results

Conclusion

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Study Results

Limitations

Respondents are on a vacation on don’t want to be disturbed in their experience by filling out a questionnaire and that why some responses might deviate from the perceptions of the tourists (Williams & Soutar, 2009)

The tourists had rather short time to experience the Smart Map and couldn’t move around with it.

Only English was available.

No price range for the map was given beforehand

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THANK YOU

emre.ronay@gmail.com