Augmented Reality and Virtual Reality

While research for the employment of information and communication technology in urban tourism settings has been conducted for many years, studies to apply Augmented Reality (AR) to enhance the tourist experience have emerged in recent years. This paper aims to investigate tourist requirements for the development of mobile AR tourism applications in the urban heritage tourism context. Qualitative research incorporating two research stages were conducted in Dublin. The first stage included 26 pre-experience interviews with international tourists to explore tourist requirements, while the second stage was conducted in form of 5 focus groups including a total of 49 participants. The data was analysed through thematic analysis to compare and contrast research outcomes. The findings suggest that tourists would consider using mobile AR tourism applications, if meaningfully designed. Therefore, the user interface should be designed intuitively, while content was regarded the dominant factor for tourism purposes. The study outlines tourist requirements for mobile AR tourism applications, contrasting them to themes in mobile computing identified in preceding studies to confirm previously identified requirements and explore newly emerging elements and tourist perceptions that have developed in alignment with modern technology. Limitations and recommendations for further research are provided.

The benefits, value and potential of Augmented Reality (AR) are widely researched. However, the value of AR is most commonly discussed in relation to enhancing the tourist experience, rather than generating revenue or economic returns. Although AR promises to add value to the visitor experience and generate associated benefits, the financial implications and revenue model for AR implementation remain uncertain and therefore too much of a financial risk for most tourist organisations, typically Small to Medium Sized Enterprises (SMEs) characterised by limited funding. Thus, using the case of UNESCO recognised Geevor Tin Mine Museum, in Cornwall, UK, this study identifies ways in which tourism organisations can profit from AR implementation. Fifty semi-structured interviews with Geevor stakeholders, analysed using content analysis reveal a number of ways AR can be introduced to increase revenue generation and profits, therefore filling a gap in research and minimising the risk for managers and practitioners considering AR implementation.

AR technology is a technology which uses the technique of adding digital content over the real world using computers and electronic glasses. As AR technology could be the next technological revolution, now is the time for ethicists to be more proactive in regards to the undoubtedly new ethical implications that will follow. This proposal aims to highlight the importance of developing an ethical framework specifically in regards to AR. It focuses on the merge of the physical and digital world that AR technology brings, and certain ethical aspects in regards to identity and communication, in relation to gamification and wearable computers. The methodology draws in numerous Information and Computer Ethics frameworks in order to compare, contrast and create new links. The pressure on universities to provide market-oriented courses and temptations of businesses to provide profitable products has forced ethical aspects to take the side bench, however previous research has shown that corporations that do include ethical considerations are more successful in the long run.

There are evidences that, tourist adopt Augmented Reality (AR) for purchasing tourism products and services. Few holiday operators make this technology available for their customers. Arguably, AR as innovative technology supports tourists in pre, during and post-holiday mode and offer them better experiences. As far as, AR turns into an important research area, very few known studies are conducted. Thus, on the empirical ground, this study aims to bring out factors of AR adoption by tourists. Findings classify two different factor sets: positive factors of AR adoption by tourists and negative factors of not adopting AR by tourists. Innovativeness and user-friendliness features appear as the dominant reasons and positive factors of AR adoption by tourists while availability issue and technological issue appear as the negative factors of not adopting AR by tourists. This research offers some theoretical and managerial implications and thus a unique contribution to the limited knowledge of responsible factor studies of AR adoption by tourists.

This paper addresses how Augmented Reality (AR) can be used as a tool to provide different dimensions to the conventional museum experience. The principle of AR works by furbishing the actual environment with extra information, which enables users to have a different perception of reality. When integrating both the concepts of AR and Experience, the author discovered that this could be a powerful tool for museums, which have to grapple with the question of how to engage their visitors. Therefore an AR-application-prototype was developed for the Dommuseum Salzburg. The objective was to gauge the value of AR and whether or not it made a significant difference towards the museum experience. The visitor experience was assessed using the experience model (Pine/Gilmore), as well as the Museum Experience Scale (MES). On the whole, this paper aims to show how technology can be used in the curation process, by facilitating and enhancing the presentation of exhibits in a museum.

Enhanced and innovative museum exhibitions are enabled by collaborative use of Augmented Reality, interconnecting collections and complementing physical with relevant virtual objects for all participants. Carefully assembling related objects from multiple collections benefits museum visitors and researchers, cohering experiences in a blended collection environment. We propose collaboration between suitable institutions to develop a Veholder (Virtual Environment for Holdings and Online Digital Educational Repositories) community project. This should help share key museum holdings, rich sources of material for general learning and focussed research, which otherwise remain hidden in storage or in distant repositories. While preserving natural and cultural heritage, this collaborative AR approach can extend the wider impact of collections, aiding our overall understanding, deeper appreciation, and shared knowledge. Discussions about research-based specialist collections held at the Universities of Cambridge and Copenhagen have indicated keen interest in further development, with additional partnering institutions and funding options being actively sought.

Although the potential of virtual reality (VR) as a technology in tourism has been recognised for more than twenty years, (Horan, Hosp Inf Technol Assoc—Electron J 1:1–7, 1996; Williams and Hobson, Tourism Manage 16:423–427, 1995), we have witnessed a renewed interest in both academic and business circles recently (Jung et al., Information and communication technologies in tourism 621–635, 2016). From a marketing perspective, VR offers the potential to build a sensory experience of a tourism destination or attraction, and can be used in sales contexts to complement, or indeed, supplant traditional promotional tools such as brochures. The immersive nature of the experience offers a deeper and more emotional assessment of the tourist offering from the consumer’s perspective, and an opportunity to build imagery and influence the consumer decision-making process from the marketing communicator’s viewpoint. Research was conducted into consumers’ attitudes and experiences of 360-degree VR videos, which have been developed by Fáilte Ireland (Ireland’s domestic marketing and product development agency) to showcase a number of activities along the Wild Atlantic Way. Using a quantitative research approach constructed along the dimensions of the Technology Acceptance Model (TAM) (Davis, MIS quarterly 319–335, 1989), 129 surveys were carried out at two consumer travel shows. Respondents’ VR experience was rated positively across all demographic cohorts and against the selected dimensions of the TAM model. Using VR to promote the Wild Atlantic Way was found to greatly increase the likelihood of visiting the destination itself in the future. This offers very encouraging prospects for destination marketers. This research contributes to a deeper understanding of how VR can aid in destination marketing and promotion, and potential limitations to its wider deployment.

Augmented Reality (AR) is currently one of the most popular technologies among global technological applications. Aside from completely immersing the user in a synthetic environment in which the user cannot experience the real world around herself, as Virtual Reality (VR) technology does, AR superimposes the computer-generated data while allowing the user to enhance her perception of reality and of the surrounding. Furthermore, AR has many application areas, varied from medical treatment to educational purposes. Particularly, AR technology is employed in tourism sector, increasing the involvement of touristic activity while diversifying the bundle of tourism experiences. The literature, however, is insufficient, in terms of capturing the main impact of AR technology on the satisfaction levels of tourists. This paper aims to fill the gap by investigating the past literature on AR technology and then presenting a naïve model where the significant effect of AR technology can be seen on the basis of tourist satisfaction.

Augmented reality (AR) and virtual reality (VR) have emerged as rapidly developing technologies used in both physical and online retailing to enhance the selling environment and shopping experience. However, academic research on, and practical applications of, AR and VR in retail are still fragmented, and this state of affairs is arguably attributable to the interdisciplinary origins of the topic. Undertaking a comparative chronological analysis of AR and VR research and applications in a retail context, this paper synthesises current debates to provide an up-to-date perspective—incorporating issues relating to motives, applications and implementation of AR and VR by retailers, as well as consumer acceptance—and to frame the basis for a future research agenda.

Technological advancements are largely responsible for the intensified competitiveness within the industry and the shift in consumers shopping and buying behavior. Global trends such as mobile devices and social media have led to a revolutionary change that has driven the decline in traditional ‘brick and mortar’ footfall, leading to the unfortunate failure of long-standing retailers that once dominated our high streets. Despite survival to date, current retail firms remain with high pressure to change strategy to connect with the digital natives of today. The integration of online and physical worlds must focus on promoting the experiential benefits that the in-store environment provides by integrating emergent technologies into the entire retail process. The following paper provides an insight into current technological innovations that are transforming the consumer experience in a myriad of ways. Then, recommendations for practitioners regarding strategic implementation of future Augmented Reality (AR) and Virtual Reality (VR) technologies are presented, followed by an overview of future implications of said technologies.

Online shopping environments are becoming more interactive as technology advances. As a result, it is necessary to explore marketing theories and neuro scientific explanations to why this is the case. A reviewed approach of consumer engagement to online interactive shopping environments is considered in this chapter. The online interactive elements of traditional fashion websites that are considered includes; social media, browsing and videos. Measurements of consumer engagement are reviewed via marketing consumer engagement theories (CE) and a cognitive neuroscience technique using an Electroencephalogram (EEG) (A non-invasive procedure measuring the brain’s electrical activity). ASOS.com, the U.K. top fashion online pure player, is used as a preliminary research study, the results demonstrate that engagement is significantly different in social media, video and browsing tasks and browsing for jackets online elicits more engagement. Originality of this research stems from the novel way to look at engagement and the ability to combine traditional and non-traditional marketing methods thus addressing emerging fields of the future such as virtual shopping.

In recent decades, the developments of new media have revolutionized individuals’ behaviors tremendously. Mobile devices, in particular, have developed an ‘always and everywhere online’ mentality. But what comes next? Recent developments emphasize the rise of a new technology that is termed ‘Wearable Augmented Reality Devices’, where Augmented Reality Smart Glasses (such as Microsoft HoloLens or Google Glass) represent prominent examples. These technologies offer huge innovation potential for companies and societies, which are discussed in this article. By doing so, this paper provides managers and researchers an applied description of the technology and a discussion of how it differs from existing mobile and augmented reality technologies. Finally, insights are given into how these technologies may increase firm value and further change the behaviors of consumers and adopters.

It has been suggested that 360-degree immersive film viewed in virtual environments, does not allow for a sense of presence owing to the lack of interactivity, agency and realism. This paper outlines the findings of a research project to evaluate how such a sense of presence can be enabled through the introduction of multi-sensory input to the viewing experience. Using an original 360-degree film that was shot in Hong Kong’s Chungking Mansions as a basis for research, this paper interrogates Ryan’s assertion that Virtual Reality (VR) that combines interactivity, immersion and narrativity is an example of the “total art” that VR producers need to aspire to. By adding changes in heat and scent to the viewing experience, the extent to which those sensory stimuli, which would not normally be part of a viewing experience, lead to an increased feeling of presence is evaluated. In doing so, we suggest that the viewing experience may not need all three elements of total art to be equivalent in order for a meaningful viewing experience to occur.

This paper discusses the different components of experience with AR applications in public—mainly in commercial contexts, but also relevant for the cultural and touristic contexts. It draws on recent studies and developments of AR marketing and investigates user-, technology- and context-related factors. In particular, it discusses the core experiential momentum—“augmentation”—and its value for the user, as well as the role of social interaction. Most importantly, the framework underlines the lack of studies that investigate the impact of AR on behaviour and behaviour change and calls for further research in that area. Finally, implications for designing AR experience in public are proposed.

Augmented Reality (AR), the integration of virtual objects into the physical world, is about to become real. Microsoft Hololens and other devices termed as ‘augmented reality smart glasses’ (ARSG), allow its users to augment their subjective perceptions of the reality. However, not much is known about consumers react to this new form of wearable media technology. Against this background, this article reviews the scarce body of ARSG literature, supplements it with established findings from Uses & Gratification Theory (U&GT) and related research streams to propose a conceptual model. In doing so, this article enhances our understanding of AR, and ARSGs in particular, by proposing the role of existing and novel constructs to the stream of U&GT and AR research. The chapter closes with a discussion of promising avenues for future research on ARSGs and other head-mounted displays.

Not much research has been done to understand how consumers react to wearable technologies that mix virtual and real worlds in glasses-like wearable devices. Drawing up on various technology acceptance and media theories, the authors develop a model to understand how people react to Augmented Reality Smart Glasses (ARSGs) using the example of Microsoft HoloLens. Results show that consumer’s adoption decision is driven by various expected benefits including usefulness, ease of use, and image. However, hedonic benefits were not found to influence the adoption intention. In addition, this research shows that the influence of the descriptive norms on the adoption intention outperforms the influence of the injunctive norms, which are established drivers of technology acceptance research. Theoretical and managerial implications of these findings are discussed.

During the last years, various media technologies such as Augmented Reality (AR) and Virtual Reality (VR) have gained increased attention in consumer markets and tourism. For theme parks, especially those with rollercoasters, wearable VR devices are expected to be associated with various benefits for tourists’ experience. Therefore, adventure park managers with VR rollercoasters have a keen interest in understanding the drivers and psychological mechanisms of their visitors, especially those associated with economic benefits. Against this background, this study provides a conceptual model grounded in the VR and AR literature. The model is then tested in a Finnish amusement park with a VR switchback, and analysed using structural equation modelling. Result show that entertainment value and service quality drive satisfaction and subsequently word of mouth, but results do not confirm the importance on visitors’ willingness to pay an extra fee for a VR experience. However, this economically crucial variable is determined by social presence of other people, indicating that visitors are willing to pay for experiencing an immersive experience with other people. Theoretical and managerial implications are derived, and avenues for further research discussed.

In this chapter, augmented space is described as the layering of media technologies onto the physical space of the city. The approach assesses salient aspects of the experience of space in everyday life, the city and urban space more generally. The chapter discusses these in relation to the deployment of augmenting technologies and modes of display associated with augmented reality, new and digital media: visual or otherwise. Selected work, carried out in relation to culture, leisure and tourism is assessed. These case studies indicate the potential of augmented reality in areas of a) urban design, b) tourism and heritage, and c) the promotion of cycling for health and the creation of alternative transport infrastructure. The main characteristics of AR and augmented space are presented. This is followed by a discussion and development of hybrid research tools and applied in two case studies with a view to providing a potential roadmap for future work in this area.

The number of people worldwide that suffer with Dementia is estimated at 46 million people and is set to increase to 131.5 million by 2050 at a combined cost estimated at $818bn. Caring for our elderly population living with dementia raises issues over resources in terms of financial aid and time. This paper reviews from existent research projects how Virtual Reality (VR), and Augmented Reality (AR), have been used as cognitive aids to the person living with Dementia (PwD), specifically in the early stages of the condition. The purpose of these interventions being to provide PwD with strategies to maintain their independent living. Within VR and AR, gamification approaches have also been used to provide support through the delivery of calming experiences, use as memory aids, and also cognitive stimulation. VR has also been used as a learning tool enabling carers to gain a better understanding to the challenges PwD face every day. The end of this paper identifies a number of design challenges that exist going forward and includes possible future directions that may be taken.

The aim of this pilot study was to assess the pros and cons of combining mobile neuroimaging with two different styles of highly immersive displays: one that is worn on the head; and the other that is entered. Specifically wearable Functional Near Infrared Spectroscopy (fNIRS) was combined with both an Oculus Rift and surround immersive projection technology (IPT). The first experiment assessed signal to noise ratio (SNR), freedom of movement and motion artefacts in both systems combined with fNIRS. Second experiment involved measuring hemodynamic response from the prefrontal cortex in IPT. Findings suggest that fNIRS is compatible with both approaches and the majority of movement they support. This work opens the door to measuring close to surface medium resolution neural response, to virtual stimuli in which people can naturally look and walk around. This has potential to improve ecological validity in applications range from neuroscience research to exposure therapy.

The concept of supporting ad hoc or dynamic membership tele-present meetings through pulling up a chair is novel. In real world business situations, people pull up a chair after catching the eye of someone already seated. Telethrone is a situated display on a chair which allows multiple correct views of a remote collaborator. The system has been expanded to support informal meetings where chairs can be moved around. This is facilitated through the novel integration of a 3D reconstructed model of a person, with live viewpoint dependent rendering onto a retro-reflective surface. This removes the need for painstaking alignment of multiple cameras and projectors each time a chair is moved. A between subjects experiment tested accuracy of reconnected mutual gaze mediated by part of the system. Subjectively easier and harder situations are compared. Specifically best and worst cases, both in terms of orientation of eyes in the reconstructed head, and angle of observer gaze onto the display. Discussion compares results to experiments that used other systems to attempt to convey eye gaze by different techniques. This research builds toward a scalable system for ad hoc business meetings; a paradigm poorly supported by current video conferencing. It is also applicable to supporting conversations between seated people in any scenario where seats might be moved, for example in interaction between client and therapist in tele-therapy.

This paper explores the use of drones for entertainment with the emerging technology of AVR (Augmented and Virtual Reality) over the past 10 years from 2006 to 2016. Drones, known as UAV (Unmanned Aerial Vehicle) or UAS (Unmanned Aircraft System), is an aircraft without a pilot or a person board also known as an unmanned aircraft. This paper focuses on drones with four sets of rotor blades, known as a Quadcopter, and how they are applied in the field of entertainment and AVR because their usages are getting expanding in science, commercial, or entertainment use. Industries and individuals began to see opportunities of drone technology and these days and it is expanding to the field of creating aerial immersive mixed reality. This paper introduces the overview of drones and characteristics of their usages in the field of entertainment and AVR areas.

For textual annotation of outdoor locations we propose in this paper an augmented reality method for mobile devices based on orientation and GPS measurements and uses a circular string of identifiers as data structure in order to determine what places are seen by the mobile camera. The proposed solution is generic and can be applied in all areas of the world if the required data are available (computed in off-line). The proposed solution has been implemented and served in our university campus for new students to discover all places.

Two projects at the University of Oxford extend beyond screen-based interactivity to create physically interactive models of museum objects on smartphones utilising Bluetooth, image recognition and sensors. The Pocket Curator app gives visitors to the Museum of the History of Science the opportunity to recreate a 19th century demonstration of wireless technology in the gallery and to find their latitude with a virtual sextant. The re-sOUnd app transforms phones into historic musical instruments: moving your arm in a bowing motion plays an Amati Violin and blowing into the phone while tilting it up and down sounds a trumpet used by Oliver Cromwell’s trumpeter. This paper describes the apps, discusses challenges discovered in testing them with museum visitors, and reports findings from user interviews.

Virtual reality (VR) is already well established in the aerospace and military sectors, and is becoming commonplace for certain business activities in other sectors such as architecture, automotive, healthcare and retail. Augmented reality (AR) is now also being pioneered for commercial use, with clear benefits identified in layering digital information onto the physical world around workers and practitioners. The Soluis Group has been at the vanguard of these developments, exploring advancements in AR technology and its applications for commercial use. The business has specifically identified the benefits of augmented reality wearables in construction and high-end manufacturing. This led to Soluis working with Crossrail and Innovate UK to explore applications and test AR live on-site. Following delivery of a pioneering proof of concept, it is has become clear that the AR application Soluis developed has considerable benefits to the construction industry, with potential applications in several other sectors.

Seokguram Temple is the most notable heritage site of the Ancient Korea Shilla Dynasty, representing the Buddhist Rock Art with various architectural, mathematical and geometrical skills. Owing to its universal value and a representative masterpiece of Korea Buddhist culture around the world, it was listed as a World Heritage Site in December 1995 under the UNESCO World Heritage Sites. Due to its enormous cultural significance and diverse location, the site witnesses various environmental conditions and tourism pressure which affects its prestigious status and sustainability. Our approach has enabled us to produce a complete various Digital Representations of Seokguram Temple.