Dimitrios Buhalis- The E-Tourism Experience

© Professor Dimitrios BuhaliseTourism Futures : Experience, Co‐creation, Context‐Awareness and Augmented Reality Applications

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Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab

ww.buhalis.com IFITT www.ifitt.org Email: [email protected]

eTourism Futures :

Experience, Co-creation, Context-Awareness and

Augmented Reality Applications

www.bournemouth.ac.uk 1

Augmented Reality Applications

Professor Dimitrios Buhalis

Bournemouth UniversityPresident IFITT

www.bournemouth.ac.uk/icthr www.buhalis.com

www.bournemouth.ac.uk/tourism


Tourism and the Business Environment –

Day 1

Professor

Di it i B h liDimitrios Buhalis

Bournemouth

University

TUI Travel PLC | Management Trainee Programme presentation | 2008 | Page 3TUI Travel PLC | Management Trainee Programme presentation | 2008 | Page 3

www.ifitt.org


www.enter-2013.org



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http://youtu.be/gcuFkiEORsE


THE FUTURE?7 18.09.2012 Barbara Neuhofer 2012 8

Theoretical Background

EXPERIENCES

EXPERIENCE ECONOMY

18.09.2012 Barbara Neuhofer 2012 9

INFORMATION AND COMMUNICATION TECHNOLOGIES

TECHNOLOGY ENHANCED TOURIST EXPERIENCE

EXPERIENCE CO‐CREATION

What are Experiences?

• Personal occurrences with highly emotional i ifi bt i d bsignificance obtained by the consumption of products and services

• (Holbrook and Hirschman, 1982)

http://wikieducator.org/images/thumb/d/db/Books.jpg/200px‐Books.jpg

What are Tourist Experiences?

THINK:

How would you define a tourist experience?

why experiences are important?

• Consumers increasingly strive for unique andmemorable experiences today (Pine and Gilmore, 1999)

• Consumers do not buy products/services but buy experiences delivered by the consumptionbuy experiences delivered by the consumption of these services (Morgan et al., 2010)

• Consequence –competitive advantage can only be obtained by providing consumers with experiences and creating added value (Pine andGilmore, 1999; Grönroos, 2000)


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EXPERIENCE ECONOMY


Experience Economy

Difference tourism service – tourism experience:

What creates a memorable tourism experience?

Technology Enhanced Tourist Experiences

• Technology is drastically changing experiences

• Let’s have a look what technology‐enhanced experiences could look like in the near future...


WHAT CREATES A TOURISM EXPERIENCE?


EXPERIENCE CO‐CREATION


Experience Co‐Creation

• Customers are becoming more active, powerful and in control (Prahalad and Ramaswamy, 2004)

• Co‐creation allow consumers to play an active part to co‐create their own experiences p pconjointly with the company in quest for personal growth (Prahalad and Ramaswamy, 2004)

Individual human being, rather than the company is central element and new starting point of the experience creation (Binkhorst and Den Dekker, 2009)


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Experience Co‐Creation

(Prahalad and Ramaswamy, 2004)

TECHNOLOGY


THE CONSUMER (E‐TOURIST) IS THECENTRAL ELEMENT OF THE EXPERIENCE Multiple stages of tourist experience

What is the role of technology in the different stages?

• 1 Dreaming: Engage and inspireSocial Media ‐ Travel blogs, travel review sites

• 2 Planning: Search and compareWebsites and Social Media provide informationWebsites and Social Media, provide information

• 3 Booking: Decide and bookBooking platforms, engage consumers

• 4 On‐Site Experience: Co‐create unique experiencesOnline & offline, mobile services, LBS

• 5 Sharing: Share, review and engageSocial Media – engage consumers Facebook, Twitter, Foursquare, TripAdvisor

Technology is omnipresent and accompanies the individual in all stages, i.e. pre‐travel, during and post‐travel stages

ICTs in the tourist experience

Pre‐Travel

• Preliminary information search

D i i ki

• Preliminary information search

D i i ki

During Travel

•On‐site and on themove:

C i ti

•On‐site and on themove:

C i ti

Post Travel

• Post‐sharing ofexperiences

E i ith

• Post‐sharing ofexperiences

E i ith

TECHNOLOGY ENHANCED TOURIST EXPERIENCE


•Decision making

• Travel planning

•Decision making

• Travel planning

•Communication, interaction

• Search forinformation, recommendations

• Sharing experience

•Communication, interaction

• Search forinformation, recommendations

• Sharing experience

• Engaging withexperienceprovider

• Engaging withexperienceprovider

•Virtual reality systems

• Interactive websites

• Social media

•Mobile devices:

• Applications

• Social Media

•Mobile devices:

• Applications

• Social Media

• Social Media

•Websites

• Social Media

•Websites

Role of social mediainthe tourist experience


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www.bournemouth.ac.uk

CONTEXT‐AWARENESS AND ADAPTATIONCONTEXT‐AWARENESS AND ADAPTATION25

User

NetworkSystem

User

NetworkSystem

WHAT IS CONTEXT?WHAT IS CONTEXT?


MOBILE USERDESKTOP USER

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CONTEXT is Any information that can be used to characterize the situation of an entity. An entity is a person, place or object that is considered relevant to the

Interaction between the user and the application.

CONTEXT is Any information that can be used to characterize the situation of an entity. An entity is a person, place or object that is considered relevant to the

Interaction between the user and the application.

CONTEXT‐AWARENESS AND PERSONALISATIONCONTEXT‐AWARENESS AND PERSONALISATION

Standard

Distance

DurationOf stayOrientation

StructureOf background

Time Interests

Colour ofbackground

Visibility

AR-specific

Tourism-Specific


y

Current location

Dist. b/n attractions

2) We use themthe adapt the

interface/behaviour/content

2) We use themthe adapt the

interface/behaviour/content

LOCATION‐BASED SERVICESLOCATION‐BASED SERVICES


• Location‐awareness is a special case of context‐awareness.• Location‐based services are widely popular today.

• Location‐awareness is a special case of context‐awareness.• Location‐based services are widely popular today.


CONTEXT‐AWARE AR FOR TOURISMwww.bournemouth.ac.uk

AUGMENTED REALITY FUTURE OF ETOURISM


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RealityReality

WHAT IS AUGMENTED REALITYWHAT IS AUGMENTED REALITY

Augmented RealityAugmented Reality


CONTEXT‐AWARE AND ADAPTIVE AR: A SCENARIOCONTEXT‐AWARE AND ADAPTIVE AR: A SCENARIO

www.bournemouth.ac.uk32



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ENHANCED INTERACTIONS ENHANCED INTERACTIONS


ENHANCED INTERACTIONSENHANCED INTERACTIONS



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Augmented RealityAugmented Reality

POTENTIAL OF AR FOR TOURISMPOTENTIAL OF AR FOR TOURISM

Interested in surroundingsInterested in surroundings

Informationattached to PLACE

Informationattached to PLACE

Time‐pressuredTime‐pressured


InformationIn CONTEXTInformationIn CONTEXT

Informationwithin FIELD‐OF‐VIEW

Informationwithin FIELD‐OF‐VIEW

Unfamiliar environmentUnfamiliar environment

http://www.youtube.com/watch?v=9c6W4CCU9M4http://www.youtube.com/watch?v=sTERI1s‐UyA


WHAT IS AUGMENTED REALITY?


USE OF AR IN TOURISMUSE OF AR IN TOURISM39

EDUCATION ‐ OUTDOOREDUCATION ‐ OUTDOOR


The augmented view in the HMD AR ArcheoGuide

Virtual humans re‐enacting everyday life at the historical city of Pompeii

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ENTERTAINMENTENTERTAINMENT


Futuroscope’s AR experience “The Future is

Wild” (France)

Merlan Creative Studio Magic Mirror at Tomorrowland, Disney

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NAVIGATIONNAVIGATION

As opposed to using a map…


The LOCUS Project

3D Navigation

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PERSONAL ASSISTANCEPERSONAL ASSISTANCE


The virtual assistant in the MARA Project (Schmeil et al. 2006)

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MARKETINGMARKETING

Amiens from Total ImmersionCisco’s Magic Mirror


The MagicBook, or MagicCatalogue???44

IMPLICATIONSIMPLICATIONS

Of both a PRODUCT and SERVICE

Of both a PRODUCT and SERVICE

EnhanceTHE EXPERIENCE

EnhanceTHE EXPERIENCE


PRODUCT and SERVICEPRODUCT and SERVICE

Make it moreFUN, COLLABORATIVE…

Make it moreFUN, COLLABORATIVE…

Do thisDURING THE TRIP

Do thisDURING THE TRIP

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SMARTPHONE ARSMARTPHONE AR

fastDEVELOPMENT

fastDEVELOPMENT

largeOUTREACH

largeOUTREACH

hugeINTERESThuge

INTEREST

http://youtu.be/9Ln0lT6pew8


Olsson et al., 2009Olsson & Väänänen‐Vainio‐Mattila, 2011

perceived usability and utility are very LOW

perceived usability and utility are very LOW

WHY IS THIS IMPORTANT?WHY IS THIS IMPORTANT?

marketDESTINATIONS

marketDESTINATIONS

reachCUSTOMERS

reachCUSTOMERS

changeEXPERIENCES

changeEXPERIENCES

www.bournemouth.ac.uk www.bournemouth.ac.uk

PROBLEMSPROBLEMS


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INFORMATION PRESENTATIONINFORMATION PRESENTATION


CONTENT, LEVEL OF DETAIL, TERMINOLOGYCONTENT, LEVEL OF DETAIL, TERMINOLOGY


AMOUNT OF INFORMATION: OVERLOADAMOUNT OF INFORMATION: OVERLOAD


PLACEMENT OF INFORMATION: OVERLAPPLACEMENT OF INFORMATION: OVERLAP


PLACEMENT OF INFORMATION: OUT‐OF‐SCREEN ANNOTATIONSPLACEMENT OF INFORMATION: OUT‐OF‐SCREEN ANNOTATIONS


PERCEPTUAL ISSUES: AMBIGUITYPERCEPTUAL ISSUES: AMBIGUITY



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THE FUTURE?55


http://www.youtube.com/watch?v=9c6W4CCU9M4


WHAT IS AUGMENTED REALITY?www.bournemouth.ac.uk


http://youtu.be/aEolW1x9O3k



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Stay in touch with Dimitrios

Professor Buhalis Dimitrios WWW.BUHALIS.COM

Director, eTourism Lab International Centre for Tourism and Hospitality Research (ICTHR)School of Tourism, Bournemouth University, Poole,BH12 5BB, UK

Tel: +44 1202 961517Email: dbuhalis@bournemouth ac uk


Email: [email protected]

http://www.bournemouth.ac.uk/services-management/http://www.bournemouth.ac.uk/icthr/ and http://www.bournemouth.ac.uk/icthr/about_us.pdf

Dimitrios Blog: http://buhalis.blogspot.com/Live spaces: http://buhalid.spaces.live.com/Facebook: http://www.facebook.com/buhalis Twitter: http://twitter.com/buhalidYouTube: http://www.youtube.com/buhalidAcademia http://bournemouth.academia.edu/DimitriosBuhalis

Dimitrios Buhalis- The E-Tourism Experience

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