Timothy H. Jung, Elizabeth M. Ineson and Amanda Miller
This paper aims to discuss stakeholders’ understanding of sustainable tourism development and their experiences regarding the contribution of these movements to sustainable…
Abstract
Purpose
This paper aims to discuss stakeholders’ understanding of sustainable tourism development and their experiences regarding the contribution of these movements to sustainable tourism development. The contribution of the Slow Food and Cittaslow Movements to the success of a tourism destination is evaluated by determining local stakeholders’ perceptions of the meaning of these terms and views on their benefits.
Design/methodology/approach
A case study approach used semi-structured interviews to collect data from 11 purposively sampled local stakeholders. The interview questions spanned knowledge, membership and perceived benefits of the Slow Food and Cittaslow Movements and the contribution of these Movements to sustainable tourism development. The data were analysed using framework analysis.
Findings
Varying levels of familiarity with the Slow Food and Cittaslow Movements were evident. Clear economic and personal benefits from membership were acknowledged. It was confirmed that the Slow Food and Cittaslow Movements have contributed to sustainable tourism development and that public–private partnership is key to its success.
Research limitations/implications
The specific research context and limited purposive sample suggest great caution in any generalisation of the results.
Practical implications
Close and continued involvement of stakeholders plus membership of the Slow Food and Cittaslow Movements can contribute strongly to promoting sustainable tourism development in rural areas.
Social implications
It is recognised that the Slow Food and Cittaslow Movements make a substantial contribution to local economies and add value to sustainable practices.
Originality/value
Involving local stakeholders in public–private partnerships can contribute to the success of rural tourism destinations when the Slow Food and Cittaslow Movements are considered as alternative approaches to sustainable tourism development.
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Halim Budi Santoso, Jyun-Cheng Wang and Nila Armelia Windasari
The use of extended reality (XR) to create memorable experiences has attracted considerable attention, especially in tourism. Multisensory XR offers a new way of virtually…
Abstract
Purpose
The use of extended reality (XR) to create memorable experiences has attracted considerable attention, especially in tourism. Multisensory XR offers a new way of virtually previewing a destination before physical holidays. This study aims to explore how multisensory XR can be used at each stage of the tourism experience journey. This study established a model for how destination-image formation is affected by multisensory XR in each phase of tourism experience.
Design/methodology/approach
The authors followed the preferred reporting items for systematic reviews and meta-analyses guidelines to review studies published between 2013 and 2020, gathered from four research databases. The authors identified the predominant XR technology and sensory stimuli based on the characteristics of various tourism domains. The authors synthesized the previous studies to explain destination-image formation by using multisensory XR.
Findings
This study summarized the XR study distribution among the three stages of the tourism experience journey. The authors identified the predominant sensory stimuli and dominant XR application and developed a destination-image formation model by using multisensory XR.
Originality/value
This study highlights the holistic approach of multisensory XR in the tourism experience journey in relation to various tourism domains. It also contributes to destination-image formation in the virtual environment by providing multisensory experiences of predominant sensory stimuli at each stage.
多感官扩展现实对旅游体验的影响
研究目的
运用扩展现实(XR)来创造令人印象深刻的体验在旅游领域得到了瞩目。多感官XR提供了用虚拟方式预览景区的新途径。本研究探讨了多感官XR是怎样在旅游体验的各个阶段进行运用。我们建立了一个关于目的地形象行程是怎样收到多感知XR在每一个旅游体验阶段影响模型。
方法
本研究遵循了系统评价的首选的报告项目对由四份数据库综合提取的2013 到2020 年间发表的文章用系统文献综述和荟萃分析方法进行了梳理。基于不同旅游领域我们发现了首要的XR技术和感官刺激因素。本研究综合了之前文章用多感官XR来解释目的地形象的产生的文章。
研究结果
我们总结了XR 基于旅游体验三个阶段的研究的分布. 我们确定了主导的感官刺激因素和主导的XR应用技术并且用多元感知XR研发了目的地形象形成的模型。
研究原创性/价值
本研究突出了多元感官XR在旅游体验跨越多层旅游领域的整体性方式。本研究并且通过提供每阶段的主打感官刺激元素在多感官体验过程中对虚拟环境下的目的地形象产生做出了贡献。
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Hossein Olya, Timothy Hyungsoo Jung, Mandy Claudia Tom Dieck and Kisang Ryu
This paper aims to explore a complex combination of four realms of the experience economy in formulating memories and satisfaction among festival visitors by using augmented…
Abstract
Purpose
This paper aims to explore a complex combination of four realms of the experience economy in formulating memories and satisfaction among festival visitors by using augmented reality (AR), thus engaging visitors in the physical science experience. This study also identifies necessary conditions to achieve desired responses from visitors.
Design/methodology/approach
Asymmetrical modelling with fuzzy set qualitative comparative analysis (fsQCA) was used to investigate causal recipes of two configurations of the experience economy and evaluation of experience leading to both high and low scores from visitor engagement. Necessary condition analysis was applied to examine necessary predictors in visitor engagement. The proposed configuration model was tested by using data obtained from visitors to science festivals in the UK.
Findings
Five causal recipes explained the complex conditions in which visitors were more likely engaged in AR. Aesthetics, education, entertainment and satisfaction were necessary for high engagement among festival visitors.
Research limitations/implications
The results from fsQCA and analyses of necessary conditions help festival organizers improve visitor satisfaction and engagement in a memorable AR experience.
Originality/value
This empirical study deepens current festival understanding of how visitors experience AR by exploring combinations of complex configurations of the experience economy and evaluations of visitor experience based on memories and satisfaction. Unlike symmetrical approaches, asymmetrical modelling by using fsQCA can explore recipes for both high and low scores of visitor satisfaction and engagement. This is the first empirical study investigating necessary predictors of festival visitor behaviour.
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Christos Pantelidis, M. Claudia tom Dieck, Timothy Hyungsoo Jung, Paul Smith and Amanda Miller
The purpose of this study is to explore from a place attachment (PA) theory perspective the extent to which and how, a fully immersive virtual reality (VR) experience enhances…
Abstract
Purpose
The purpose of this study is to explore from a place attachment (PA) theory perspective the extent to which and how, a fully immersive virtual reality (VR) experience enhances tourists’ attachment level on-site at a rural destination.
Design/methodology/approach
This study applied an exploratory mixed method approach. Respondents were tourists visiting the Lake District National Park who were asked to try a VR experience. In Study 1, interviews were conducted to explore new themes and to develop an enhanced PA framework in VR. Study 1 confirmed existing variables from the literature and highlighted new variables (themes) to be included in the new framework on how PA is formed. In Study 2, surveys were conducted, and the proposed framework analyzed using structural equation modelling (PLS-SEM). To fully understand how VR had an impact on enhancing PA, the moderating effect of tourists’ pre-existing PA was considered.
Findings
The findings revealed “Accessibility”, “Memories” and “Increased Place Knowledge” as new themes (variables) and confirmed that these and established variables “Aesthetics” and “Presence” enhance PA, leading to increased loyalty. Significant moderating effects of existing PA were found.
Practical implications
VR serves as a complementary and substitutional tool for tourism. Tailored VR experiences for diverse tourist needs may enhance destination marketing and competitiveness. For tourists with low PA, destinations should focus on promoting activities and highlights to enhance engagement and the experiential understanding of the destination. For tourists with high PA, VR experiences should focus on providing a comprehensive view of the destination and unveiling new places. In both cases, the VR experience leads to deeper engagement with the destination and an increase in PA.
Originality/value
Research on the impact of VR on tourists’ PA is limited. To address this gap, this study’s theoretical contribution lies in developing and testing a PA framework within a VR and tourism context. This also includes the validation of new measurement items developed in relation to the new themes.
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Víctor Martínez-Molés, Timothy Hyungsoo Jung, Carmen Pérez-Cabañero and Amparo Cervera-Taulet
This study aims to apply theory on consumer learning in virtual experiences to compare how media technologies (i.e. virtual reality [VR] and standard websites) and users’ gender…
Abstract
Purpose
This study aims to apply theory on consumer learning in virtual experiences to compare how media technologies (i.e. virtual reality [VR] and standard websites) and users’ gender influence the ways in which tourists gather pre-purchase information.
Design/methodology/approach
A laboratory experiment with fully immersive VR was conducted to examine consumers’ behavior in gathering pre-purchase information. The sample comprised 128 consumers who had taken a cruise vacation or who were considering purchasing a cruise package in the near future.
Findings
The results generally reveal the central role of the feeling of presence, which, in turn, positively impacts users’ enjoyment and aspects of consumer learning (i.e. brand attitude, product knowledge and purchase intent). In particular, the results suggest that compared with standard websites, VR facilitated the tourists’ learning as consumers, especially among women, who tend to dominate the information-gathering stage of planning family vacations.
Practical implications
The results imply that travel agencies and tourism centers working with cruise vacation companies should incorporate VR to make their offers more attractive, especially to women.
Originality/value
The study was the first to apply theory on consumer learning in the cruise tourism industry, specifically to compare fully immersive VR devices versus standard websites and gauge the effect of gender.
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Timothy Hyungsoo Jung, Hyunae Lee, Namho Chung and M. Claudia tom Dieck
Augmented reality (AR) is increasingly used in cultural heritage tourism sites for the enhancement of the tourist experience. However, behavioral intention to adopt AR is…
Abstract
Purpose
Augmented reality (AR) is increasingly used in cultural heritage tourism sites for the enhancement of the tourist experience. However, behavioral intention to adopt AR is dependent on cultural traits, and close investigation is required on cultural differences. To explore these cultural differences and the effect on AR acceptance in cultural heritage tourism sites, this study aims to focus on the aesthetic and hedonic characteristics of AR applications.
Design/methodology/approach
Data were collected in two countries with strong contrasts in Hofstede’s cultural dimensions to explore cultural differences in AR acceptance. In total, 145 questionnaires were collected in Deoksugung Palace, South Korea, and 119 questionnaires were collected in the An Post Museum, Republic of Ireland. Data were analyzed using PLS Graph 3.0.
Findings
The findings confirmed that the aesthetics of AR have a strong influence on perceived enjoyment. Furthermore, this study supported the notion that high power distance, collectivism and high uncertainty avoidance culture such as South Korea’s perceives stronger dependence on social influence and the hedonic characteristics of AR.
Practical implications
AR innovation and marketing within the hospitality and tourism industry requires an understanding of cultural differences to ensure successful implementation. In addition, tourism and hospitality managers need to ensure that the needs and requirements of different target markets are met.
Originality/value
This study applied Hofstede’s cultural dimensions to explore the differences between two very distinct countries with regard to AR acceptance. The findings provide important implications for the implementation of tourism AR applications for different countries, especially considering international target markets.
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Kyunghwa Hwang, M. Claudia tom Dieck, Timothy Jung and Ohbyung Kwon
The purpose of this study is to expand the experience economy model and to determine if this model provides a better understanding of the process of growing intention to continue…
Abstract
Purpose
The purpose of this study is to expand the experience economy model and to determine if this model provides a better understanding of the process of growing intention to continue using religious cultural heritage content delivered digitally and intention to visit religious cultural heritage sites. In particular, it examines the influence of spiritual experience on the evaluation of religious cultural heritage content, comparing delivery via virtual reality (VR) to a web-based experience.
Design/methodology/approach
In this study, a representative religious cultural heritage destination, Jerusalem, was chosen as an example for the application. Participants (n = 292) were randomly divided into two groups, one group using the web and the other group experiencing VR. After experiencing the destination virtually, participants completed a survey, the results of which were analyzed using path analysis and multi-group analysis.
Findings
The results suggest that spiritual experience mediates the four elements of Pine and Gilmore (1998) experience economy model and the intention to continue engaging with the content virtually. Intellectual awareness of religious cultural heritage strengthens the spiritual experience, which mediates educational and aesthetic experiences and the successful use of VR and the web. Additionally, for participants experiencing VR, the influence of spiritual experience on the intention to continue using the virtual media to consume content related to religious cultural heritage sites and to visit actual religious heritage sites was stronger than for participants using the web.
Originality/value
This study based on an expanded experience economy model explores the use of digital technologies for the enhancement of spiritual experience. Comparison of web-based and VR content delivery provides important implications for destination marketers in terms of promoting destinations online and encouraging intention to visit actual sites in the future.
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Timothy Jung, Sujin Bae, Natasha Moorhouse and Ohbyung Kwon
Traditionally, Task–Technology Fit (TTF) theory has been applied to examine the usefulness of technology in the work environment. Can the same approach (based on experience rather…
Abstract
Purpose
Traditionally, Task–Technology Fit (TTF) theory has been applied to examine the usefulness of technology in the work environment. Can the same approach (based on experience rather than tasks) be applied to non-work, cultural heritage environments? This is the question the authors ask in this study. This study proposes a new variation of TTF based on the experience economy model, namely Experience–Technology Fit (ETF), for the non-work environment, in particular, in the context of cultural heritage, where visitor experience is enhanced by extended reality technology, which combines immersive technologies and artificial intelligence.
Design/methodology/approach
Employing a quantitative survey method, the empirical analysis seeks to determine the influence of Mixed Reality (MR) characteristics (interactivity, vividness), Voice User Interface (VUI) characteristics (speech recognition, speech synthesis) and experience economy factors (education, entertainment, esthetic, escape) on satisfaction, revisit intention and actual purchase to propose a new ETF model.
Findings
VUI, MR, and experience factors were significantly associated with ETF; when combined with MR-based experience, ETF was significantly associated with satisfaction. This study’s findings further demonstrate the relationship between users' satisfaction when engaging with MR-based experience and revisit intention, while purchase intention was significantly associated with the actual purchase.
Originality/value
The novel contribution of this study is the proposal of the EFT model, a new variation of TTF based on the experience economy model. Overall, this study expands the applications of TTF to an experience-oriented business, thereby broadening the authors’ understanding of technological success with a specific focus on the technology fit of Extended Reality (XR) in the context of cultural heritage.
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Timothy Hyungsoo Jung and M. Claudia tom Dieck
This paper aims to propose a value co-creation framework through examining the opportunities of implementing augmented reality, virtual reality and 3D printing into the visitor…
Abstract
Purpose
This paper aims to propose a value co-creation framework through examining the opportunities of implementing augmented reality, virtual reality and 3D printing into the visitor experience at cultural heritage places.
Design/methodology/approach
This study proposes the conceptual model of value co-creation using a case-study approach by presenting some cases of a cultural heritage place in the UK.
Findings
The findings of this study suggest that the effective use of multiple technologies in the context of cultural heritage places contributes to the co-creation of value for both cultural heritage organisations and also for visitors’ pre-visit, onsite and post-visit experience. Businesses can benefit from increased spending, intention to return and positive word-of-mouth, while visitors receive a personalised, educational, memorable and interactive experience.
Practical implications
Cultural heritage places have to find new ways to survive increasingly fierce competition. Using technology and the concept of value co-creation can prove to be a valuable concept in an attempt to attract new target markets, enhance visitors’ experience, create positive word-of-mouth and revisit intentions.
Originality/value
Recently, increased importance has been placed on the co-creation of value to account for consumers' interest in playing some part in the development of services and products. This study takes a holistic approach using augmented reality, virtual reality and 3D printing from a value co-creation perspective.