The Effects of Presence Induced by Smartphone Applications on Tourism: Application to Cultural Heritage Attractions

ENTER 2014 Research Track Slide Number 1

KeumSil Lee and HyungRyong Lee, KeumSil Lee and HyungRyong Lee, Sejong University, Korea Sejong University, Korea Sunny HamSunny Ham, , Kachon University, KoreaKachon University, Korea


AgendaI. Introduction 1. Significance

2. Purpose of Study

II. Theoretical Background1. Presence2. Touristic Experience3. Tourist Satisfaction

III. Research Design 1. Research Model2. Hypothesis

IV. Methodology 1. Sample and Data Collection2. Research Instrument3. Data Analysis

V. Results1. Profiles of Participants2. Measurement Models3. Structural Model

Ⅵ. Conclusion & Implications 1. Conclusions and Implications2. Limitation and future Research

Q & A


I.I. IntroductionIntroduction

1. Significance 1) Smartphone applications to tourism1) Smartphone applications to tourism

2) Cultural heritage attractions2) Cultural heritage attractions• Interpretation media: one obvious application area of the mobile devices[brown

& Chalmers, 2003], especially smartphone based systems.• Panoramas, videos, interpretation manuscripts, background music, narration,

games, AR-based path finding, and SNS connection services (e.g. Facebook, Twitter, Kakaotalk).

• Smartphone based cultural heritage applications in Korea • Korea: Korea Tourism Organization (KTO), 2011• Cultural experience: an important factor in expansion of the demand of cultural

heritage tourism and enhancing tourist satisfaction [Richards, 2001; Stamboulis & Skayannis, 2003].

• A new platform: enhance a tourist‘s interests in cultural heritage sites.• Redesigning tourism resources into sustainable tourism prouducts.



3) Augmented Reality3) Augmented Reality• Technologies that enhance the sense of reality allowing the

coexistence of digital information and real environments [Azuma, 1997].

• Camera & sensors: virtual information (e.g. photos, sounds, videos, etc.) in way of 3D or 4D directly onto real world [Chia, Kanga and Wang, 2013].

• Tourists experience both reality and virtual realms.• Overcome physical constraints existing at heritage sites.

1. Significance


4) Presence 4) Presence • Status of one’s subjective recognition of being in virtual realms beyond

realistic physical spaces.• Involve psychological and cognitive process.• Research on presence: Scholars have questioned about which medium Research on presence: Scholars have questioned about which medium

or technology realistically represent physical and social environment as or technology realistically represent physical and social environment as they are [Lombard & Ditton, 1997; Kim & Biocca, 1997;Schubert at al., they are [Lombard & Ditton, 1997; Kim & Biocca, 1997;Schubert at al., 2001]. 2001].

• Central to theorizing advanced Human Computer Interfaces (HCI) [Lee, Central to theorizing advanced Human Computer Interfaces (HCI) [Lee, 2004]. 2004].

• Presence Research: engineering, education, industrial design.Presence Research: engineering, education, industrial design.• Object Presence: users feel a subjective experience of virtual objects in

their real environment.• Social presence: a feeling of being with other people in virtual spaces.


1. Significance


Presence has become central to theorizing advanced HCI. There is a need to research the impact of presence on tourism.



2. Purpose of study

When smartphone applications are applied to When smartphone applications are applied to cultural heritage attractions, cultural heritage attractions,

To Investigate the relationships between To Investigate the relationships between the presence induced by the use of the presence induced by the use of

smartphone applications, touristic smartphone applications, touristic experience, experience, and tourist satisfaction. and tourist satisfaction.



1. Presence

II.II. Theoretical backgroundTheoretical background

[Azuma, 1997] [Stevens and Jerrams-Smith,

2002]

• Object presence• ‘a subjective experience of virtual objects in their

real environment’

[Durlach and Slater, 2000][Short et al., 1976]

• Social presence• ‘a feeling of being with other people in virtual

spaces’

Previous studies for Presence

Presence• “the status of one’s subjective recognition of being in virtual realms beyond realistic physical space”(Sheridan, 1992; Witmer and Singer,1998).• Its definition has been still indefinite(Lee, 2004).

Presence has become central to theorizing advanced HCI, such as virtual reality Presence has become central to theorizing advanced HCI, such as virtual reality devices, and tourism field as well. There is a need to research the impact of devices, and tourism field as well. There is a need to research the impact of presence on tourismpresence on tourism


2. Touristic Experience


[Gretzel and Jamal, 2009]

• Use of Smartphone• New dimensions of touristic experience should be

applied.

[Kang and Gretzel, 2012]

• i-pod tour at national park• Aesthetic experience is not suitable in mobile technology

environment due to its passive characteristics.• Social presence → touristic experience → behavioral

intentions

Previous studies for Touristic Experience

Experience economy (Pine and Gilmore, 1999)• 4 realms of experience – entertainment, educational, escapist, and aesthetic experiences.

Use of mobile devices enhances touristic experiences. Use of mobile devices enhances touristic experiences.


3. Tourist Satisfaction


[Oh et al., 2007] • A primary antecedents of purchase-related attitudes.

[Pine and Gilmore, 1999]

• Increase the level of customer experience for goods and services higher

Previous studies for Tourist satisfaction

Tourist satisfaction(Oliver, 1997)• The psychological status induced immediately from consumption experience.

Tourist satisfaction is affected by touristic experience, which improves Tourist satisfaction is affected by touristic experience, which improves tourists satisfaction level.tourists satisfaction level.


1. Research Model

H7 H1

H8

H9

H2

H3

ObjectPresence

SocialPresence

H4

H5

H6

Educational

Entertainment

Escape

III.III. Research designResearch design

Tourist Satisfaction


H1 Object presence induced by smartphone application will make a positive impact on tourists’ educational experiences

H2 Object presence induced by smartphone application will make a positive impact on tourists’ entertainment experiences

H3 Object presence induced by smartphone application will make a positive impact on tourists’ escape experiences

H4 Social presence induced by smartphone application will make a positive impact on tourists’ educational experiences

H5 Social presence induced by smartphone application will make a positive impact on tourists’ entertainment experiences

H6 Social presence induced by smartphone application will make a positive impact on tourists’ escape experiences

H7 Educational experience offered by smartphone application will make a positive impact on tourist’ satisfaction

H8 Entertainment experience offered by smartphone application will make a positive Impact on tourist’ satisfaction

H9 Escape experience offered by smartphone application will make a positive impact on tourist’ satisfaction

2. Hyphothesis

III.III. Research designResearch design


1. Sample and Data Collection

Population• Tourists who had experienced using

smartphone application at cultural heritage sites

Sample

• Tourists who had experienced using smartphone application ‘Changdeokgung Palace Story’ at Changdeok gung in Seoul, Korea

Survey

• Self-administered the questionaire both paper and online

• Distributed 460 questionnaire, collected 222 data analyzed

CollectionPeriod • From April 22 to 13 May 2012

IV.IV. MethodologyMethodology

Figure1 “Changdeokgung Palce Story’


Changdeokgung Palace StoryChangdeokgung Palace Story Changdeokgung reflects the history of Josheon Dynasty for about

500 years 23 state-designated cultural properties UNESCO’s World Cultural Heritage in 1997 in Korea.


Smartphone application’s

presence

• Tourist’s subjective experience induced by a particular virtual object existing in a tourist’s environment.

• A feeling of being with other human or characters in virtual space when smartphone application mediated.

• Stevens et al.( 2002), Schubert et al.(2001), Kim and Biocca(1997), Kang and Gretzel(2012)

Touristic experiences

• Emotional phenomenon induced by the combination of cognitive interaction processes and emotional feeling which results from one’s encountering various physical and abstract objects or phenomena at cultural heritage sites.

• Pine and Gilmore(1999), Oh et al.(2007), Kang and Gretzel(2012), Gretzel and Jamal(2009)

Tourist satisfaction

• The summary psychological stage arising immediately on the tourism destination from consumption experience

• Oliver(1997), Oh et al.(2007)

2. Research Instrument



• SPSS 18.0 for Windows

• AMOS 18.0.

• Descriptive analyses

• Reliability test, Exploratory factor analysis, and

confirmatory factor analysis

• Structural Equation Modeling (SEM)

3. Data Analysis



Gender• Female (60.8%)• Male(39.2%)

Age• 20s(88.7%)• 30s(9.9%)• Others(1.4%)

Education• University(86.0%)• Others(14%)

1. Profile of participants

V.V. ResultsResults

N=222


Construct Indicators Factor loading

communality

Eigen value

% of Variance

Cronbach’α (if deleted)

Object presence 4.667 58.343% .823

-The smartphone application came to me and created a new world for me, and the world suddenly disappeared when the smartphone apps ended. .799 .647 (.821)

-During a tour, I felt I was in the world the smartphone application created. .809 .702 (.768)

-During a tour, my body was in real world but my mind was inside the world created by smartphone application .723 .730 (.739)

-During a tour, the smartphone application generated world was more real for me. .639 .650 (.773)

-During a tour, I never forgot I was in the middle of smartphone application generated world. deleted

Social Presence 1.142 14.281% .904

-I felt I talked to someone close by me during a tour. .852 .764 (.883)

-During a tour, I felt I had involved with someone .853 .786 (.868)

-I felt someone talked to me during a tour. .820 .733 (.889)

-I felt close to the others during a tour. .847 .798 (.861)

KMO=.882, Bartlett's Test of Sphericity = 1030.084 (df =28, sig.=.000), Cumulative %= 72.624% , Factor rotation: Varimax

2. Measurement Models: Presence

V.V. ResultsResults


Construct Indicators Factor loading Communality

Eigenvalue

% of Variance Cronbach’α (if deleted)

Education 2.223 22.227% .806-I learnt a lot during a tour .838 .732 (.744)

-The experience made me more knowledgeable .857 .761 (.741)

-It stimulated my curiosity to learn new things .600 .546 (.785)

-It was a real learning experience .714 .589 (.760)Entertainment 4.064 40.637% .923

-This activities during a tour were amusing .856 .831 (.907)

-These activities were captivating .912 .876 (.898)-Activities in this tour were fun .911 .891 (.863)Escape 1.234 12.338% .846

-I felt I played a different character here .845 .718 (.843)

-I felt like I was living in a different time or place .874 .777 (.768)-The experience here let me imagine being someone else .889 .800 (.739)

-I completely forgot about my daily routine deleted

KMO=.779, Bartlett's Test of Sphericity =1239.531(df= 45, p=.000), Factor rotation: Varimax, Cumulative %= 75.202%

V.V. ResultsResults

2. Measurement Models: Touristic experience


Observe Std. S.E. C.R.a AVEb CCRc

Object Presence .909 .975

-The smartphone application came to me and created a new world for me, and the world suddenly disappeared when the smartphone apps ended .585 .093 8.452***

-During a tour, I felt I was in the world the smartphone application created .723 .090 10.633*** -During a tour, my body was in real world but my mind was inside the world created by smartphone application .839 .098 12.288*** -During a tour, the smartphone application generated world was more real for me .779 Fixed fixed Social Presence .941 .984-I felt I talked to someone close by me during a tour. .811 .061 15.316*** -During a tour, I felt involved with someone of my presence .851 .061 16.661*** -I felt someone responded my talk during a tour. .811 .059 15.316*** -I perceived someone with me during a tour. .882 Fixed fixed Educational experience .958 .989-I learnt a lot during a tour .758 .100 9.765*** -The experience made me more knowledgeable .756 .099 9.748*** -It stimulated my curiosity to learn new things .659 .106 8.664*** -It was a real learning experience .706 Fixed Fixed Escape experience .925 .973-I felt I played a different character here .703 .069 11.165*** -I felt like I was living in a different time or place .827 .074 13.14*** -The experience here let me imagine being someone else .885 Fixed Fixed Tourist satisfaction .978 .992-I am happy with my decision to visit .851 .065 16.811*** -My experience here exceeded my exceptions .961 .056 20.657*** -Overall I am satisfied with my visit .861 fixed fixed x2=466.042(df=174, p=.000), normed-x2=2.678, RMR=.057, NFI=.863, TLI=.890, CFI=.909, RMSEA=.080a.CR(Critical Ratio=z-value) b. CR(Critical Ratio=z-value) c. CCR(Composite Construct Reliability)

2. Measurement Models: CFA

V.V. ResultsResults


Structural PathStandardized

Path coefficients

S.E. C.R. Assessment

H1: Object presence → Educational -.097 .092 -.718 rejected

H2: Object presence → Entertainment -.149 .120 -1.201 rejected

H3: Object presence → Escape .111 .143 .958 rejected

H4: Social presence → Educational .234 .069 1.752 rejected

H5: Social presence → Entertainment .330 .089 2.722** supported

H6: Social presence → Escape .434 .107 3.809*** supported

H7: Educational → Tourist Satisfaction .418 .119 5.193*** supported

H8: Entertainment → Tourist Satisfaction .522 .071 7.586*** supported

H9: Escape → Tourist Satisfaction -.044 .037 -.946 rejectedx2=422.330(df=176, p<.001), normed-x2=2.400NFI=.876, TLI=.908, CFI=.923, RMR=.058, RMSEA=.080 * p<.05, ** p<.01, *** p<.001

V.V. ResultsResults

3. Summary of Structural Model


V.V. ResultsResults

3. Summary of Structural Model

H7 H1

H8

H9

H2

H3

ObjectPresence

SocialPresence

H4

H5

H6

Educational

Entertainment

Escape

Tourist Satisfaction

Supported

Not supported


VI.VI. Conclusion and ImplicationConclusion and Implication

1. Conclusion and implications1> Social presence has positive effects on entertainment

and escape experiences. Correspond with previous study results from Kang & Gretzel(2012). Social presence had positively significant effect on escape experience and

on entertainment in the order.

2> However, object presence has no significant effects on tourist experiences.

AR technology based on smartphone application hardly affect on touristic experience such as educational, entertainment, escape.

As a experimental technique, AR menu based on smartphone application consider its benefits against cost.



1. Conclusion and implications

3> Tourist experience through the utilization of smartphone applications affected tourist satisfaction positively.

The effect of entertainment experience on tourist satisfaction was the greatest, whilst educational experience made a positive effect on tourism satisfaction.

A number of entertainment functions (games, puzzle, foot printing, AR-based photo) included in the smartphone app may enhance the edutainment experience of cultural resources which might be dull and difficult to deal with otherwise.



2. Limitation and Future research

1

Sample obtained by survey instrument is biased on 20s.• At that point in time, among the tourists who visited

Changduk palace, young people could utilize a smartphone application easily. So The sample was limited on 20s.

2A need to reflect external variables such as weather and communication environment of heritage sites that might affect on other variables of the study.

3

The study findings may not be generalized to all smartphone tourism applications and tourists of smartphone applications.

• Hope that such limitations could suggest.


Q & AQ & A

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The Effects of Presence Induced by Smartphone Applications on Tourism: Application to Cultural Heritage Attractions