Download - 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
www.bournemouth.ac.uk 2
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
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© Professor Dimitrios BuhaliseTourism Futures : Experience, Co‐creation, Context‐Awareness and Augmented Reality Applications
2
Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab
ww.buhalis.com IFITT www.ifitt.org Email: [email protected]
http://youtu.be/gcuFkiEORsE
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THE FUTURE?7 18.09.2012 Barbara Neuhofer 2012 8
Theoretical Background
EXPERIENCES
EXPERIENCE ECONOMY
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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)
© 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]
EXPERIENCE ECONOMY
18.09.2012 Barbara Neuhofer 2012 13
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...
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WHAT CREATES A TOURISM EXPERIENCE?
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EXPERIENCE CO‐CREATION
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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)
© 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]
Experience Co‐Creation
(Prahalad and Ramaswamy, 2004)
TECHNOLOGY
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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
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•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
© 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]
www.bournemouth.ac.uk
CONTEXT‐AWARENESS AND ADAPTATIONCONTEXT‐AWARENESS AND ADAPTATION25
User
NetworkSystem
User
NetworkSystem
WHAT IS CONTEXT?WHAT IS CONTEXT?
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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
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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
www.bournemouth.ac.uk
• 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.
www.bournemouth.ac.uk
CONTEXT‐AWARE AR FOR TOURISMwww.bournemouth.ac.uk
AUGMENTED REALITY FUTURE OF ETOURISM
© 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]
RealityReality
WHAT IS AUGMENTED REALITYWHAT IS AUGMENTED REALITY
Augmented RealityAugmented Reality
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CONTEXT‐AWARE AND ADAPTIVE AR: A SCENARIOCONTEXT‐AWARE AND ADAPTIVE AR: A SCENARIO
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CONTEXT‐AWARE AND ADAPTIVE AR: A SCENARIOCONTEXT‐AWARE AND ADAPTIVE AR: A SCENARIO
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CONTEXT‐AWARE AND ADAPTIVE AR: A SCENARIOCONTEXT‐AWARE AND ADAPTIVE AR: A SCENARIO
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ENHANCED INTERACTIONS ENHANCED INTERACTIONS
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ENHANCED INTERACTIONSENHANCED INTERACTIONS
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© 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]
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
www.bournemouth.ac.uk
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
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WHAT IS AUGMENTED REALITY?
www.bournemouth.ac.uk
USE OF AR IN TOURISMUSE OF AR IN TOURISM39
EDUCATION ‐ OUTDOOREDUCATION ‐ OUTDOOR
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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
www.bournemouth.ac.uk
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…
www.bournemouth.ac.uk
The LOCUS Project
3D Navigation
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© Professor Dimitrios BuhaliseTourism Futures : Experience, Co‐creation, Context‐Awareness and Augmented Reality Applications
8
Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab
ww.buhalis.com IFITT www.ifitt.org Email: [email protected]
PERSONAL ASSISTANCEPERSONAL ASSISTANCE
www.bournemouth.ac.uk
The virtual assistant in the MARA Project (Schmeil et al. 2006)
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MARKETINGMARKETING
Amiens from Total ImmersionCisco’s Magic Mirror
www.bournemouth.ac.uk
The MagicBook, or MagicCatalogue???44
IMPLICATIONSIMPLICATIONS
Of both a PRODUCT and SERVICE
Of both a PRODUCT and SERVICE
EnhanceTHE EXPERIENCE
EnhanceTHE EXPERIENCE
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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
www.bournemouth.ac.uk
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
© 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]
INFORMATION PRESENTATIONINFORMATION PRESENTATION
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CONTENT, LEVEL OF DETAIL, TERMINOLOGYCONTENT, LEVEL OF DETAIL, TERMINOLOGY
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AMOUNT OF INFORMATION: OVERLOADAMOUNT OF INFORMATION: OVERLOAD
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PLACEMENT OF INFORMATION: OVERLAPPLACEMENT OF INFORMATION: OVERLAP
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PLACEMENT OF INFORMATION: OUT‐OF‐SCREEN ANNOTATIONSPLACEMENT OF INFORMATION: OUT‐OF‐SCREEN ANNOTATIONS
www.bournemouth.ac.uk
PERCEPTUAL ISSUES: AMBIGUITYPERCEPTUAL ISSUES: AMBIGUITY
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© 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]
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THE FUTURE?55
www.bournemouth.ac.uk
http://www.youtube.com/watch?v=9c6W4CCU9M4
www.bournemouth.ac.uk
WHAT IS AUGMENTED REALITY?www.bournemouth.ac.uk
www.bournemouth.ac.uk
http://youtu.be/aEolW1x9O3k
www.bournemouth.ac.uk
© Professor Dimitrios BuhaliseTourism Futures : Experience, Co‐creation, Context‐Awareness and Augmented Reality Applications
11
Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab
ww.buhalis.com IFITT www.ifitt.org Email: [email protected]
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AT N
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www.enter-2013.org
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© Professor Dimitrios BuhaliseTourism Futures : Experience, Co‐creation, Context‐Awareness and Augmented Reality Applications
12
Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab
ww.buhalis.com IFITT www.ifitt.org Email: [email protected]
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
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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