Dublin AR: Implementing Augmented Reality (AR) in Tourism

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Dublin AR: Implementing Augmented Reality (AR) in Tourism

Dai-In Han Timothy Jung, Ph.D.

Alex Gibson

Manchester Metropolitan University, Manchester, UK Dublin Institute of Technology, Dublin, Ireland

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Agenda• Research Aim• Augmented Reality (AR)• AR in Urban Heritage Tourism• User Requirements in the Mobile Computing Context• Dublin Augmented Reality (AR) Tourism Project• Research Methodology• Research Findings• Limitations• Conclusion

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Research Aim

• Explore tourists’ current understanding of Augmented Reality

• Identify End-user Requirements for AR App

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What is Augmented Reality?

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Expected Impacts of AR•Tangible benefits (economic)

• $600 billion by 2016 (Business Wire, 2013)• 864 million mobile phones will be AR by 2014

(Financial Times, 2012)• 100 million vehicles will be equipped with AR by 2014

(Mind Commerce, 2013)• 1 billion AR users by 2020 (Ahonen, 2013)• 2.6 billion AR app download by 2017 (Juniper Research, 2012)

•Intangible benefits– Social capital– City brand image as leading Smart City– AR as infrastructure– Business community

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Dublin AR Project Background

DublinDublinCity of InnovationCity of Innovation

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Dublin AR Tourism ProjectDevelop Mobile AR App for Dublin Tourism based on Independence Trail

Brand Image“Test-bed of Innovation”

AR Platform•Superimpose tourism relevant information•Reconstruct and revive stories of the past•Create emotional experience

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Research Approach• 6 Phase Project:

– Literature review– Market concept development– Proof of concept– Field research to test AR application demonstrators

located in Dublin City Centre– Publications/Dissemination– Expansion of the Pilot Project

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Phase 1 Literature ReviewOctober 2012 – March 2013

• Review of current employment of AR projects in city destinations as tourism & citizen resources– Completed (update)

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AR in Urban Heritage Tourism

• Access information on immediate surrounding

• High focus on navigation to POIs/GPS-based AR

• Timewarp, Tripventure (AR Gaming)

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User Requirements in Mobile Computing

Limited Literature on AR User RequirementsUser Requirments Authors

Simple and authentic UX Tan, et al., 1998; Herzwurm and Schockert, 2003; Zheng and Pulli, 2005; Pulli et al., 2007; Gafni, 2008

Relevant and updated information Herzwurm and Schockert, 2003; Gafni, 2008

Speed Tan, et al., 1998; Herzwurm and Schockert, 2003; Pulli et al., 2007; Gafni, 2008

Price and Product comparison Herzwurm and Schockert, 2003

Accessibility Herzwurm and Schockert, 2003; Zheng and Pulli, 2005; Gafni, 2008

Social Functions Herzwurm and Schockert, 2003; Zheng and Pulli, 2005; An et al., 2008

Personalisation Herzwurm and Schockert, 2003; Zheng and Pulli, 2005; An et al., 2008; Gafni, 2008

Efficient and Time Saving Herzwurm and Schockert, 2003; Zheng and Pulli, 2005; Pulli et al., 2007; An et al., 2008

Ease of Use Herzwurm and Schockert, 2003; Pulli et al., 2007; Gafni, 2008

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Phase 2 Market Concept DevelopmentJanuary 2013 – June 2013

• Employment of recognised concept development framework – identify key AR features valued by tourists (citizen)– 2 pilot interviews + 26 in depth tourist interviews completed

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Research MethodologyIdentify Tourists’ User Requirements

Qualitative Research:•Two pilot Interviews•AR examples provided (text, image, video, GPS)•Two sessions (Feb, Apr) in the Gresham Hotel (O’Connell Street) and Fleet Street Hotel (Temple Bar)•26 In-depth Interviews•Thematic Analysis technique to interpret and analyse collected data

Population:•Domestic & International tourists•Main market segments: Ireland (n=4), UK (n=8), USA (n=3), Germany (n=4), France (n=3), Spain (n=2)•70/30 (f/m ratio)•Agegroup: 22-30 (65%), under 21 (19%), 31-40 (8%), 41-50 (8%)

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AR Stimuli

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Research Findings

• Local ContextDeals, price and on-going event indications to avoid unexpected occurances

• Personalization/User EmpowermentSave trips and individual profiles to shape trip according to interest, easier and more efficient planning approach by keeping application flexible for changes

• Up to Date Information and SpeedUpdate App for long-term functionality, promote time-relevant information, information on public transport, menus, prices, opening times, user-friendly UX and speed

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Research Findings

• Reviews/Social NetworkRecommendations on attractions and dining options, encourage regular use of the App by linking to existing social network platforms

• Map/Easy NavigationEasy navigatable map of the destination, pinpoint location and provide information on surrounding, virtual route indications

• Multi-lingual/InternationalityAccurate translation of App to main markets, Translate through AR lense for common phrases used at the destination, exchange rate calculator

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Limitations and Recommendations• Most tourists unaware of AR, limited knowledge to support answers

• Post-experience Qualitative Research after the development of Prototype App to investigate changes/additional answers (completed)

• Study based on Qualitative Research - Limited capability to generalize Findings Quantitative Research in February 2014

• Tested in Dublin context (developed EU city), might show different results in other cities/locations Comparative study between Dublin and developed city in Asia

• Study will progress to investigate other Stakeholders

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• Source of local and relevant Information• Social Networking capabilities for regular

use• Design of UX, Easy Navigation• Multi-lingual• Speed

Conclusion

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Thank you for your attention

Contact:

Dai-In Han: [email protected]

Dr. Timothy Jung: [email protected]

Alex Gibson: [email protected]