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Proceedings of AR and VR Conference: Perspectives on Business Realities
Timothy Jung, M. Claudia tom Dieck
Cutting-edge technologies are changing the business landscape and new innovations provide opportunities for businesses and destinations to offer unique services to their customers ranging from the overlay of digital content into users direct environment, gamifications, 3D printing etc. The Perspectives on Business Realities of AR and VR conference organisers seek original, high‐quality papers in all areas related to augmented reality (AR), virtual reality (VR), mixed reality and 3D user interfaces.
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Buhalis, D., Harwood, T., Bogicevic, V., Viglia, G., Beldona, S., Hofacker, C., 2019, Technological disruptions in Services: lessons from Tourism and Hospitality, Journal of Service Management, Vol. 30 No. 4, pp. 484-506
Professor Dimitrios Buhalis
2019
Buhalis, D., Harwood, T., Bogicevic, V., Viglia, G., Beldona, S., Hofacker, C., 2019, Technological disruptions in Services: lessons from Tourism and Hospitality, Journal of Service Management, Vol. 30 No. 4, pp. 484-506 https://doi.org/10.1108/JOSM-12-2018-0398 Purpose-Technological disruptions such as the Internet of Things and autonomous devices, enhanced analytical capabilities (artificial intelligence) and rich media (virtual and augmented reality) are creating smart environments that are transforming industry structures, processes and practices. The purpose of this paper is to explore critical technological advancements using a value co-creation lens to provide insights into service innovations that impact ecosystems. The paper provides examples from tourism and hospitality industries as an information dependent service management context. Design/methodology/approach-The research synthesizes prevailing theories of co-creation, service ecosystems, networks and technology disruption with emerging technological developments. Findings-Findings highlight the need for research into service innovations in the tourism and hospitality sector at both macro-market and micro-firm levels, emanating from the rapid and radical nature of technological advancements. Specifically, the paper identifies three areas of likely future disruption in service experiences that may benefit from immediate attention: extra-sensory experiences, hyper-personalized experiences and beyond-automation experiences. Research limitations/implications-Tourism and hospitality services prevail under varying levels of infrastructure, organization and cultural constraints. This paper provides an overview of potential disruptions and developments and does not delve into individual destination types and settings. This will require future work that conceptualizes and examines how stakeholders may adapt within specific contexts. Social implications-Technological disruptions impact all facets of life. A comprehensive picture of developments here provides policymakers with nuanced perspectives to better prepare for impending change. Originality/value-Guest experiences in tourism and hospitality by definition take place in hostile environments that are outside the safety and familiarity of one's own surroundings. The emergence of smart environments will redefine how customers navigate their experiences. At a conceptual level, this requires a complete rethink of how stakeholders should leverage technologies, engage and reengineer services to remain competitive. The paper illustrates how technology disrupts industry structures and stimulates value co-creation at the micro and macro-societal level.
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AIRSI2020 Proceedings book
Carlos Flavián
AIRSI2020 Proceedings book, 2020
AIRSI2020 is an international conference focused on the application and effects of artificial intelligence and other new technologies that are part of the so called Industry 4.0. Specifically, the aim of this conference is to deepen and broaden the current understanding of the use of all these new technologies to offer all kind of products and a wide variety of services (e.g., tourism, hospitality, health, education, banking, etc.) by focusing on their effects on value creation, relationship outcomes (e.g., satisfaction, loyalty, engagement, profitability), customer perceptions (e.g. trust) and concerns (e.g. privacy, security, etc.), ethical issues and other related aspects.
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Analysing recent augmented and virtual reality developments in tourism
Sérgio Moro
Journal of Hospitality and Tourism Technology
Purpose Virtual reality (VR) and augmented reality (AR) are two technological breakthroughs that stimulate reality perception. Both have been applied in tourism contexts to improve tourists’ experience. This paper aims to frame both AR and VR developments during the past 15 years from a scientific perspective. Design/methodology/approach This study adopts a text mining and topic modelling approach to analyse a total of 1,049 articles for VR and 406 for AR. The papers were selected from Scopus, with the title, abstract and keywords being extracted for the analysis. Formulated research hypotheses based on relevant publications are then evaluated to assess the current state of the broader scope of the large sets of literature. Findings Most of research using AR is based on mobile technology. Yet, wearable devices still show few publications, a gap that is expected to close in the near future. There is a lack of research adopting Big Data/machine learning approaches based on secondary d...
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A hedonic motivation model in virtual reality tourism Comparing visitors and non-visitors.pdf
Myung Ja Kim
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The impact of virtual, augmented and mixed reality technologies on the customer experience.pdf
Carlos Flavian
Journal of Business Research, 2018
The arrival of Virtual-Reality, Augmented-Reality, and Mixed-Reality technologies is shaping a new environment where physical and virtual objects are integrated at different levels. Due to the development of portable and embodied devices, together with highly interactive, hysical-virtual connections, the customer experience landscape is evolving into new types of hybrid experiences. However, the boundaries between these new realities, technologies and experiences have not yet been clearly established by researchers and practitioners. This paper aims to offer a better understanding of these concepts and integrate technological (embodiment), psychological (presence), and behavioral (interactivity) perspectives to propose a new taxonomy of technologies, namely the “EPI Cube”. The cube allows academics and managers to classify all technologies, current and potential, which might support or empower customer experiences, but can also produce new experiences along the customer journey. The paper concludes with theoretical and managerial implications, as well as a future research agenda.
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Exploring Consumer Behavior in Virtual Reality Tourism Using an Extended Stimulus Organism Response Model
Myung Ja Kim
Journal of Travel Research, 2018
Although virtual reality (VR) is an emerging technology in tourism, little research has been conducted on what factors make consumers visit destinations presented by VR. To address this gap in the literature, this study developed a theoretical framework including authentic experience, cognitive and affective responses, attachment, and visit intention with VR tourism using a stimulus-organism-response (SOR) theory. The results revealed significant impacts of authentic experience on cognitive and affective responses, indicating that authentic experience is an important factor in VR tourism. The study identified cognitive and affective responses as significant mediators in predicting attachment and visit intention. The results demonstrated that the intention to visit places shown in VR tourism was influenced by attachment to VR. Cognitive response had a stronger influence than affective response on the intention to visit a destination in VR. This study sheds light on why potential tourists visit destinations shown in VR. Keywords
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The impact of virtual, augmented and mixed reality technologies on the customer experience
Carlos Flavián
Journal of Business Research
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The Influence of Augmented Reality and Virtual Reality Combinations on Tourist Experience
Azza Maher
2019
Nowadays, the tourism industry requires continuous investment into new technologies, preferably for mobile use, in order to keep attracting visitors” and therefore, highlighting the need for destinations to be innovative. Therefore, such competitive environment impose the academics to make extra efforts to keep the industry on the track, so this study tries to explore the influence of combining Augmented Reality and Virtual Reality applications on tourist experience and investigate the benefits they get and the difficulties they experience while using such applications. A quantitative method was the most appropriate method for this study; a well-structured questionnaire was designed and distributed in national museum of natural history in Washington Dc. The findings reveal that Augmented Reality and Virtual Reality are promising technologies that can have wide impact on enhancing tourist experience before, and during the visits. This study recommends combining Augmented Reality and ...
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Mixed Reality (MR) for Generation Z in Cultural Heritage Tourism Towards Metaverse
Professor Dimitrios Buhalis
Buhalis D., Karatay N. (2022) Mixed Reality (MR) for Generation Z in Cultural Heritage Tourism Towards Metaverse. In: Stienmetz J.L., Ferrer-Rosell B., Massimo D. (eds) Information and Communication Technologies in Tourism 2022. ENTER 2022. Springer, Cham. pp. 16–27, https://doi.org/10.1007/978-3-030-94751-4_2 Generation Z is transforming tourism by demanding the cocreation of transformative experiences. Cultural heritage professionals must comprehend the needs and desires of the Gen Z to support the cocreation of transformative experiences. This study analysed the role of Mixed Reality (MR) from the perspective of Gen Z guests through 18 semi-structured interviews and inductive qualitative research. Participants believe that cultural heritage experiences can benefit from immersive technology. Technology supports cocreation of experiences between developers, service providers, DMOs, and consumers. Cultural heritage sites, as a key element of tourism destinations, should consider how to use MR to enhance consumer experiences. Participants express the opinion that cultural heritage sites and tourism destinations require considerable modernisation to create transformative experiences. Metaverse in tourism and cultural heritage sites will undoubtedly support Gen Z to cocreate transformational experiences.
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