iDiscover Rural Singapore: A mobile driven nature-based tourism experience in an urban destination

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iDiscover Rural Singapore: A mobile driven nature-based iDiscover Rural Singapore: A mobile driven nature-based tourism experience in an urban destination tourism experience in an urban destination Presentation for: 5 Presentation for: 5 th th International Tourism International Tourism Studies Association Conference Studies Association Conference 26 26 th th to 28 to 28 th th November 2014. Perth WA November 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 1

Transcript of iDiscover Rural Singapore: A mobile driven nature-based tourism experience in an urban destination

Page 1: iDiscover Rural Singapore: A mobile driven nature-based tourism experience in an urban destination

iDiscover Rural Singapore: A mobile driven nature-iDiscover Rural Singapore: A mobile driven nature-based tourism experience in an urban destinationbased tourism experience in an urban destination

Presentation for: 5Presentation for: 5thth International Tourism Studies Association Conference International Tourism Studies Association Conference2626thth to 28 to 28thth November 2014. Perth WA November 2014. Perth WA

By: Eunice Tan a, Barkathunnisha b, Rob Law a

a School of Hotel & Tourism Management , The Hong Kong Polytechnic Universityb School of the Arts, Murdoch University

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Presentation Outline

1. Introduction2. Research Objectives3. Literature Review4. Methodology5. Findings & Discussions6. Conclusion &

Implications

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IntroductionRural 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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IntroductionMindful 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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Research Objectives• Research Question:

““How can mobile technology be utilized to facilitate effective How can mobile technology be utilized to facilitate effective sustainable tourism interpretation and mindful visitor learning sustainable 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 tourism The issues and challenges associated with developing sustainable tourism

development within countryside and development within countryside and rural areas in urban destinations; rural areas in urban destinations;

2.2. The sustainable tourism and visitor learning outcomes that can be achieved The sustainable tourism and visitor learning outcomes that can be achieved through through effective interpretation and mindful visitor experienceseffective interpretation and mindful visitor experiences; ;

3.3. The key benefits and challenges of The key benefits and challenges of mobile-driven technology and mobile-driven technology and communication platformscommunication platforms that can impact the interpretive and learning that 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.

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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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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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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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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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Conclusion & ImplicationsConclusion: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

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