Proceedings of AR and VR Conference Pers (1)
Proceedings of AR and VR Conference:
Perspectives on Business
Realities
27 th of April 2016 Dublin Institute of Technology
Edited by M. Claudia tom Dieck & Timothy Jung
AR and VR Conference: Perspectives on Business Realities
CALL FOR PAPERS
Co-Hosts:
School of Hospitality Management and Tourism, Dublin Institute of Technology Creative AR Hub, Hollings Faculty, Manchester Metropolitan University 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.
All paper submissions must be in English and submitted as a word file. The extended abstract should include: 1. Introduction; 2. Literature review; 3. Methods (if appropriate);
4. Findings; 5. Discussion and Conclusion. There are no strict formatting requirements however, APA referencing needs to be applied. The document file should not contain information that unnecessarily identifies the authors, their institutions, or their places of work. A separate cover sheet (work title, name, institution and contact details) should be submitted to ensure a double-blind review process. Selected papers will be published in the on-line journal (Journal of Augmented and Virtual Reality: Special Issue-Perspectives on Business Realities of AR and VR)
Paper length: Max. 1000 words extended abstract
SUBMISSION DEADLINE:
15 th March 2016
Papers must be submitted to c.tom-dieck@mmu.ac.uk For more information, please contact: Academic conference chair: Dr. Timothy Jung (Manchester Metropolitan University)
t.jung@mmu.ac.uk Program chair: Dr. M. Claudia tom Dieck (Manchester Metropolitan University) c.tom-
dieck@mmu.ac.uk Program convener: Alex Gibson (Dublin Institute of Technology) alex.gibson@dit.ie This academic conference is a joint collaboration between School of Hospitality
Management and Tourism, DIT and Hollings Faculty, Manchester Metropolitan University.
Conference Team
Dr. Timothy Jung
Dr. Timothy Jung is the Director of Creative Augmented Realities Hub (www.creativear.org) at Manchester Metropolitan University, UK and
he is currently managing various Augmented and Virtual Reality projects in the Tourism and Creative Industry. He has been involved in a number of funded research projects at national and international level. His current research focuses on the application of mobile and wearable Augmented Reality, Virtual Reality, mixed reality retail experience, multi-sensory visitor experience in cultural heritage tourism and smart tourism. Other research interests include social media, mobile marketing and Cittaslow & Slow Food Movement.
Dr. Mandy Claudia tom Dieck
Dr. M. Claudia tom Dieck is specialised in tourism and hospitality management with a strong focus on digital tourism including social media and augmented reality. Coming from a hospitality background, with an education from a leading Swiss hotel management school, she worked in hotels in Malaysia and Germany. Her academic career continued at Manchester Metropolitan University, completing her Master in digital tourism and her PhD with a focus on social media and customer relationship management. Mandy is Academic Editor of the International Journal of Applied Augmented and Virtual Reality.
Alex Gibson
Alex Gibson is a Senior Lecturer in Marketing at the School of Hospitality Management and Tourism, Dublin Institute of Technology. He is a former President of Hospitality Sales and Marketing Association HSMAI (Ireland) and has served on that organisation's Europe Board. He is a member of the International Society of Hospitality Consultants. He is the founder of the ARVR Innovate Conference and Expo, which is a leading conference for practical business applications of AR and VR. He has previously researched and consulted on augmented reality projects for museums and hotel companies. Alex is Industry Editor of the newly launched International Journal of Applied Augmented and Virtual Reality. Each week Alex presents The Persuaders Radio Show on Dublin City FM, where he shares marketing insights with local and international marketing experts.
Mary O’Rawe
Mary O’Rawe lectures in Management and Innovation Management in Dublin Institute of Technology’s School of Hospitality Management and Tourism. She has been involved in teaching, research and supervision at undergraduate and graduate level for over 20 years, and is a member of the visiting faculty team at ESSEC Business School (IMHI), Paris. Mary has developed a number of creative teaching and learning initiatives around enhancing student engagement and learning, and has received a number of awards for these. Mary works with industry to build relevant course material, and has acted as a consultant to organisations, specialising in the area of enhancing the creativity of small tourism groups. Ma ry’s key research interests are hospitality and tourism innovation management, and curriculum design processes for the contemporary student. She has published and presented papers in both these areas in Ireland, U.K., U.S.A. and Europe. Mary was awarded t he D.I.T. College of Arts and Tourism’s Teaching Excellence Award in 2013, and was the 2015 recipient of the U.K. Institute of Hospitality’s Research Excellence award.
Perspectives on Business Realities of AR and VR Conference Programme
27 th April 2016, Dublin Institute of Technology, Cathal Brugha Street Campus
14.30 – 15.00 Registration and tea/coffee DIT Cathal Brugha Street, Foyer 15:00 – 15:15 Welcome - Dominic Dillane: Head of School, Alex Gibson: Dublin Institute of Technology, Timothy Jung: Academic Conference Chair 15.15 – 15:45 Industry Keynote Speaker 1 – Scott Hope, Commercial Director at AR Experiential Ltd 15:45 – 16:45 Paper Presentations Session 1 – Room 13 Moderator: Timothy Jung Designing Virtual Reality for Sport: Some Crucial Considerations - Andy Miah
Eye-tracking Mobile Augmented Reality - Ann McNamara
Improving the customer experience in retail locations: The Game of Towns - Cathy Parker, Simon Quin, Nikos Ntounis, Steve Millington, Dominic Medway, Cathy Urquhart, Ed Dargan & Ben Keegan
16:45 – 16:55 Break 16:55 – 18:15 Paper Presentations Session 2 – Room 13
Session 3 – Boardroom
Moderator: Mandy tom Dieck
Moderator: Mary O’Rawe
Augmented Reality and Image Recognition Technology in Tourism: Opportunities and Challenges – Augmented Reality and the Events Curriculum: The Students’ Perspective - Alex Gibson & Mary O’Rawe Caroline Scarles, Matthew Casey & Helen Treharne
Impacts of Augmented Reality Applications to Service Quality of Professional Tour Guides: The Case Virtually realistic? Analysing Consumer Engagement to Interactive Online Environments: An EEG study – of Historical Museums – Ozlem Tekin
Meera Dulabh, Delia Vazquez, Alex Casson & Daniella Ryding
Sonic Immersion in Mixed Reality Environment - Pasi P. Tuominen Implementing Augmented Reality to Increase Tourist Attraction Sustainability – Ella Cranmer, Timothy Jung, M. Claudia tom Dieck & Amanda Miller
Augmented Reality as a Tool to enhance the Experience of Museum Visitors -Larissa Neuburger Modelling virtual size, style and fit conversion tools in online fashion retailing - Sophie Miell, Delia Vazquez & Simeon Gill
18.15 – 18:45 Industry Keynote Speaker 2 – vStream 18:45 – 19:00 Conference closing and introduction to ARVR Innovate – Timothy Jung & Alex Gibson 19.00 – 20:00 Wine reception 20.00 - late Finish and optional Dublin Dine Around, Le Bon Crubeen , 81-82 Talbot Street
#ARVRInnovate
Session 1 Invited Speakers
Designing Virtual Reality for Sport: Some Crucial Considerations
Professor Andy Miah, University of Salford
Extended Abstract
Intelligent exoskeletal devices (data gloves, data suits, robotic prostheses, intelligent second skins, and the like) will both sense gestures and serve as touch output devices by
exerting forces and pressures….Exercise machines increasingly incorporate computer- controlled motion and force feedback and will eventually become reactive robotic sports
partners....Today's rudimentary, narrowband video games will evolve into physically engaging tele-Sports' (Mitchell 1995: 19).
Mitchell’s vision of future human-computer interactions was one of the first instances to imagine
a closer relationship between sports and digital technology. His vision of a world where ‘intelligent exoskeletal’ devices augment the range of human functions and the sensory experiences we enjoy, resonated with the direction sports were taking towards greater utilization of digital technologies. Moreover, back in the late 1990s, the growing synthesis of digital and biological systems was beginning to reveal new possibilities for experiencing our own corporeal presence and one could begin to see how this would create new kinds of performance possibilities, not just in sports, but in music and dance too.
Small changes in established sports were also suggesting how the structural parameters of sports were not sufficiently robust to accommodate the changing biological capacities of the techno- scientific athlete – athletes whose careers have been shaped by insights from sport science and technology. While sports considered how to modify their games to maintain their competitive integrity, Mitchell imagined a world composed of new kinds of sports, where 'remote arm- wrestling, teleping-pong, virtual skiing and rock-climbing' (ibid), were developed as a feast of cyborgian experiences, made for humanity’s growing bionic capacities.
Mitchell’s imagined future coincided with the performance art of Stelarc (Smith 2005), whose work was growing incrceasingly towards disrupting natural biological processses. Rarely does one find reference to Stelarc in the sports literature, but his pioneering work in exploring the cyborg Mitchell’s imagined future coincided with the performance art of Stelarc (Smith 2005), whose work was growing incrceasingly towards disrupting natural biological processses. Rarely does one find reference to Stelarc in the sports literature, but his pioneering work in exploring the cyborg
within the creative performances of artists like Stelarc, writers like Gibson (1984) and scholars like Mitchell (1995). While some of the ideas seem crude today, when they were first articulated, rapid accomplishments in digital technology were beginning to show how such scenarios could soon be realized. At the same time, the development of digital technology by a new generation of netizens was provoking a shift in how people consumed media and a rising population of 'prosumers' (Toffler 1970) was beginning to emerge. These new digital communities were more concerned with producing digital media content, than consuming it and this growing agency around technology is a key factor in explaining why these possible futures are compelling. As digital devices and sports cultures develop, humanity comes ever closer to an era of digitally constituted sports performances, where the primary medium of participation is no longer a physical playing field, but a digitally mediated space, a virtual reality.
Consider the recently launched Oculus Rift experience produced by ‘Virtually Live’, which uses motion-tracking technology to capture the movements of players within a live football match. It
then translates this data into an Oculus experience, allowing the user to feel as though they are
a spectator within the stadium, sitting in the stands watching the match in real-time. A number of questions arise from these prospects. For example, how would such conditions change sports
experiences, physical activity, and people’s sense of what it is to be embodied? How would they change the social meaning attributed to sports, its social function, and the way in which it creates
participatory communities? Would sports begin to occupy a different place within our social and cultural lives? Furthermore, what are the consequences of making corporeality a surrogate to a virtual economy, thus creating a physical culture that is defined largely by digital interactions? Would we even make the distinction when the level of sophistication is a perfect simulation?
Finding ways to answer these questions – and others that follow from them – frames this paper, which begins by interrogating how such technologies challenge how we think about performance, liveness, and the idea of the virtual, before exploring how sports are delivering new kinds of experiences through digital technology. It first investigates what is understood about a number of the key concepts that are brought into question by these developments. Specifically, it considers Finding ways to answer these questions – and others that follow from them – frames this paper, which begins by interrogating how such technologies challenge how we think about performance, liveness, and the idea of the virtual, before exploring how sports are delivering new kinds of experiences through digital technology. It first investigates what is understood about a number of the key concepts that are brought into question by these developments. Specifically, it considers
Improving the customer experience in retail locations: The Game of Towns
Professor Cathy Parker, Institute of Place Management, Manchester Metropolitan University Simon Quin, Nikos Ntounis, Steve Millington, Dominic Medway, Cathy Urquhart, Ed Dargan and
Ben Keegan
Extended Abstract
Internet shopping, which has been hailed as the ultimate level of retail decentralisation, along with the economic recession of 2008 and temporally concentrated lease expiry dates, have created
the “perfect storm” for retail centre restructuring (Wrigley and Lambiri, 2015). Consequently, more city and town centres are changing, adapting to the new technology demands of today’s omni-
channel consumer. However, as was the case with out-of-town developments a couple of decades ago (Clarke et al, 2007) not all centres fare well with this change. Medium-sized traditional town centres in particular are struggling and continue to under-perform, enduring high vacancy rates, victims from both out-of-town developments, Internet retailing, economic problems, policy restrictions, poor retail diversity, and outdated infrastructures that are irrelevant to today’s consumers. What is also evident is the continuous polarisation between north and south; Wrigley and Dolega (2011) noted that town centres in the south east and London are most likely to display resilience to the shocks of economic downturn and since then, this resilience has been portrayed in low vacancy rates percentages compared to the northern town centres (LDC, 2014). Many smaller centres, outside of London and the South East are therefore providing a very poor customer experience to shoppers. And improving the customer experience in these type of locations is the fundamental problem we want to address.
Our proposal is to develop an interface that will generate new value from existing data (captured from cameras, mobile tracking beacons and open data sources/APIs) to enhance the consumer experience in specific locations by helping retailers and other stakeholders (e.g. third-party innovators) develop a more relevant collective offer, through identifying new/augmented services and interventions. For example, by integrating the physical and online customer journeys through more convenient collection points in town centres. Our recent research used footfall data from 70 locations to build a new typology of retail centre/towns, based upon the 'signatures' of different Our proposal is to develop an interface that will generate new value from existing data (captured from cameras, mobile tracking beacons and open data sources/APIs) to enhance the consumer experience in specific locations by helping retailers and other stakeholders (e.g. third-party innovators) develop a more relevant collective offer, through identifying new/augmented services and interventions. For example, by integrating the physical and online customer journeys through more convenient collection points in town centres. Our recent research used footfall data from 70 locations to build a new typology of retail centre/towns, based upon the 'signatures' of different
attract more footfall perform better; there is a “strong correlation between spend and footfall" (Springboard, 2013).
To date, many retailers have not seen a need to cooperate in specific locations. “As each firm follows its own agenda and goals and may not see itself part of a larger, value- added channel”
(Van Bruggen et al., 2010). To enhance the overall customer experience, retailers need to cooperate and strengthen the attractiveness of the places in which they are located (markets, the High Streets, shopping centres etc). Our proposal is to facilitate and quantify the value of collaboration, demonstrating the relationship between collective customer experience and individual retail performance through a new, easy-to use, simulated interface (a footfall optimiser), that brings information on town type, customer experience, customer demographics, etc. to individual decision makers, from retailers to place managers, enabling them to adjust their operations to meet local preferences, optimising both the customer experience and their own business performance. Algorithms and equations developed in the research stage of the project will be used to develop software that will predict and monitor the impact of interventions (such as changes to car-parking charges, opening hours, or resident population, etc.) on customer experience levels. This will bring complicated data analysis techniques to all town centre stakeholders, so that they can collectively decide strategies and interventions to optimise performance.
The Game of Towns is the working name we have given the interface as it will employ gaming principles (in a ‘serious game’ Greizer et al ,2007) to facilitate collaboration amongst stakeholders in specific agglomerations. The introduction of gaming principles in this context is important as town centre decision making has been described as ‘risk adverse’, town centre stakeholders
labelled ‘apathetic’ but, at the same time, "most of our town centres need to evolve urgently" (BSCS, 2013) as the current customer experience in many locations is very poor. Therefore innovative tools are needed to encourage locations to develop more appropriate supply to meet changing demands; helping retailers adapt to changing catchment needs. Research (Millington et al, 2016) demonstrates that consumers seek alternative experiences to comparison shopping labelled ‘apathetic’ but, at the same time, "most of our town centres need to evolve urgently" (BSCS, 2013) as the current customer experience in many locations is very poor. Therefore innovative tools are needed to encourage locations to develop more appropriate supply to meet changing demands; helping retailers adapt to changing catchment needs. Research (Millington et al, 2016) demonstrates that consumers seek alternative experiences to comparison shopping
already a key tool for implementation of established government policy supporting vital and viable town centres (e.g. PPG6, NPPG8, PPS5, PPS6, NPPF). Therefore, the interface will use footfall
and other evidence (customer experience and retail sales) to understand different town types and provide more evidence to business and locations of the benefits of providing a more collective and coherent customer experience. Previous research (Parker et al, 2014) identified the 25 collaborative actions that will have most impact on town centre performance (vitality and viability), and these will be tested in 8 locations through The Game of Towns to facilitate their collective adoption and monitor impact. Impact will be measured through on-going consumer ratings of the retail/town experience, footfall and the financial performance of stores (establishing the relationship between certain types of collaborative activities and retail sales).
References
BCSC (2013). Beyond Retail, BCSC London. Clarke I, Bennison D, and Pal J. (1997), Towards a contemporary perspective of retail location.
International Journal of Retail & Distribution Management. 25(2), 59 –69. Experian (2012), Town Centre Futures 2020, http://www.experian.co.uk/assets/business- strategies/white-papers/town-centre-futures-whitepaper.pdf Hallsworth, A, Ntounis, N, Parker, C and Quin, S, (2015). Markets Matter: Reviewing the Evidence and Detecting the Market Effect. Institute of Place Management. Manchester. http://www.placemanagement.org/media/19883/markets-matter- final.pdf
Parker, C, Quin, S. and Ntounis N, (2014). HSUK2020 25 priorities for Action, www.placemanagement.org/media/20731/top-25-priorities.pdf Springboard, (2013). Retail Performance in the Changing Environment, http://www.spring- board.info/uk/reports/changing-retail-environment Van Bruggen GH, Antia KD, Jap SD, Reinartz WJ, Pallas F. (2010). Managing marketing channel multiplicity. Journal of Service Research, 13(3), 331 –40. Wrigley N., and Dolega L., (2011). Resilience, fragility, and adaptation: new evidence on the performance of UK high streets during global economic crisis and its policy implications. Environment and Planning A, 43(10), 2337 –63.
Wrigley N, Lambiri D. (2015). British High Streets: from Crisis to Recovery? A Comprehensive Review of the Evidence. Southampton
Eye-tracking and Mobile Augmented Reality
Dr. Ann McNamara, Texas A&M University
Introduction
Augmented Reality (AR) systems provide an enhanced vision of the physical world by integrating virtual elements, such as text and graphics, with real-world environments. AR allows us annotate the physical world with virtual information to enhance our understanding, enjoyment and usefulness of our immediate surroundings. The advent of affordable mobile technology has sparked a resurgence of interest in mobile AR applications. A fundamental problem is the optimal integration of real and virtual elements to provide a seamless user-integration paradigm.
This research is mid-way through a five-year project and (1) develops principled algorithms for optimized integration of real and virtual elements in mobile AR based on user-attention.
Integrating real and visual elements is a challenge because augmented elements, or labels, are contextually linked to real world objects or locations. To ensure the correct associations between virtual elements and real objects the augmented elements must be placed in the vicinity of the object it describes. Enforcing these spatial associations can lead to undesirable results: labels can overlap each other rendering them unreadable and, labels can obscure real world objects that are relevant to the user. Optimal placement of labels is an active area of research. This research evaluates the benefits of identifying where the user is looking and placing information in that location only.
Eye-tracking is used to determine both where the user is looking and to guide optimal label placement by only displaying virtual elements associated with real objects that the user attends to.
Literature Review
Many strategies have been researched to determine the optimal placement, size and timing of label boxes (Peterson, Axholt and Ellis, 2009, Peterson, Axholt and Ellis, 2008a, Peterson, Axholt Many strategies have been researched to determine the optimal placement, size and timing of label boxes (Peterson, Axholt and Ellis, 2009, Peterson, Axholt and Ellis, 2008a, Peterson, Axholt
Our research uses gaze position as the determining factor. There are clear benefits to doing so. By presenting label boxes only in the region the user looks minimizes the number of elements to display thereby minimizing the risk of overlap. Without risk of overlap clear associations with anchors can be ensured and once the user re-directs their gaze the label boxes in the unattended region do not need to be displayed, thereby minimizing the proportion of the real world that is obscured. The solution presented here uses a combination of screen position and eye-movement to ensure that label placement does not become distracting.
Methods
We are investigating candidate strategies for information (AR label) placement. Methods range from simply displayed all information available to methods that are a function of the distance between the object of interest and the gaze position. We are currently conducting pilot experiments on LCD screens with imagery sizes set to match that of mobile devices.
Participants are seated in front of a computer screen in a well-lit room. Using a FaceLa b Remote EyeTracking Device operating at 60 Hz with gaze position accuracy < 0.5 degrees, data pertaining to fixation position and saccades are recorded for each participant. After a brief calibration phase, three test images are used to familiarize the participant with the interface.
We used five test images, images were selected to represent real scenes and included a farmers market, grocery store, garden center, parking lot and used car lot. Images were viewed twice with images presented in a random order. Users responded to simple questions about contextual information in the scene using different presentation methods. In a single test, for example, users were asked the price per pound of green peppers, in the naïve method they searched through all available information to find the price, in the gaze-based the relevant information was presented when the user looked at the green peppers (object of interest). The information appeared We used five test images, images were selected to represent real scenes and included a farmers market, grocery store, garden center, parking lot and used car lot. Images were viewed twice with images presented in a random order. Users responded to simple questions about contextual information in the scene using different presentation methods. In a single test, for example, users were asked the price per pound of green peppers, in the naïve method they searched through all available information to find the price, in the gaze-based the relevant information was presented when the user looked at the green peppers (object of interest). The information appeared
Discussion and Conclusion
We have found that using gaze-control results in slightly faster response times and with higher accuracy when users perform a simple information retrieval task. The biggest advantage of a gaze based strategy however, is the fact that the method eliminates all but a single label so that the rest of the real scene is not as occluded. This is particularly useful when an application requires information delivery from multiple objects in a scene. View management schemes should aim to minimize the portion of the actual scene that is covered in the application. While this is not always possible, the strategy introduced here of revealing information for the objects the user is looking at provides a cleaner interface.
To date we have dev eloped methods that use an observers’ gaze to influence the placement of virtual labels on a display. By monitoring the eye position of the user we are able to present only the most relevant information without over populating the screen space. This approach leaves more of the actual scene visible. This is particularly important when dealing with mobile AR applications using peripherals with limited screen space. The results of an experiment show that this approach to gaze directed AR is highly effective
Evaluating mobile AR with eye tracking of the laboratory setting will be challenging. We are currently developing and deploying our algorithms to present information in a more intuitive manner directly onto mobile devices, such as the Apple iPad and Google Tango.
While using a front facing camera on the iPad or Tango is not yet possible there are potential approaches to combat that such as using an external camera or eye tracker (such as eyeTribe), or using emerging wearable eye trackers such as those recently launched by SMI and Tobii.
Future work will focus on identifying scenarios that benefit most from our approach. If the scene is relatively uncluttered and the AR labels are minimal then there may be no need for using a gaze-based scenario, however, when scenes are complex and users have to search for information an approach that minimizes the number of labels (visual clutter) could prove highly beneficial. We have much work to do in this area and are considering using additional measures Future work will focus on identifying scenarios that benefit most from our approach. If the scene is relatively uncluttered and the AR labels are minimal then there may be no need for using a gaze-based scenario, however, when scenes are complex and users have to search for information an approach that minimizes the number of labels (visual clutter) could prove highly beneficial. We have much work to do in this area and are considering using additional measures
References
Peterson, S.D., Axholt, M., Cooper, M. and Ellis, S.R. (2009). Visual clutter management in augmented reality: Effects of three label separation methods on spatial judgments. Paper presented in 3D User Interfaces, 2009. IEEE Symposium on, Lafayette, LA.
Peterson, S.D., Axholt, M. and Ellis, S.R. (2008a). Comparing disparity based label segregation in augmented and virtual reality. In Proceedings of the 2008 ACM symposium on Virtual
reality software and technology (VRST ’08). ACM, New York, NY, USA, 285–286. Peterson, S.D., Axholt, M. and Ellis, S.R. (2008b). Label segregation by remapping stereoscopic
depth in far-field augmented reality," Mixed and Augmented Reality, 2008. ISMAR 2008. 7th IEEE/ACM International Symposium on, Cambridge, 2008, pp. 143-152.
Polys, N.F., Kim, S. and Bowman, D.A. (2005). Effects of information layout, screen size, and field of view on user performance in information-rich virtual environments. In Proceedings
of the ACM symposium on Virtual reality software and technology (VRST ’05). ACM, New York, NY, USA, 46 –55
Rosenholtz, R., Li, Y., Jin, Z. and Mansfield, J. (2006). Feature congestion: A measure of visual clutter. Journal of Vision, 6, 1-15. Rosenholtz, R., Li, Y. and Nakano, L. (2007). Measuring visual clutter. Journal of Vision, 7(2), 17-
17. Tenmoku, R., Kanbara, M. and Yokoya, N. (2005). Annotating User-Viewed Objects for Wearable AR Systems. In Proceedings of the 4th IEEE/ACM International Symposium on Mixed and Augmented Reality (ISMAR ’05). IEEE Computer Society, Washington, DC, USA, 192–193.
Uratani, K. and Takemura, H. (2005). A Study of Depth Visualization Techniques for Virtual Annotations in Augmented Reality. In Proceedings of the 2005 IEEE Conference 2005 on Virtual Reality (VR ’05). IEEE Computer Society, Washington, DC, USA, 295–296.
Wither, J., DiVerdi, S. and Hollerer, T. (2009). Annotation in outdoor augmented reality. Computers and Graphics, 33(6), 679 – 689.
Session 2 AR & VR in Tourism
Augmented Reality and Image Recognition Technology in Tourism: Opportunities and Challenges
Dr Caroline Scarles, University of Surrey Dr Matthew Casey, Pervasive Intelligence Ltd Dr Helen Treharne, University of Surrey
Abstract
Technology and tourism have a long legacy as reflected upon by Buhalis & Law (2008; 2014). Within this, mobile technology and augmented reality (AR) has come to the fore more recently within the last five years (e.g. Pesonen & Horster, 2012; Yovcheva et al 2012; Linaza et al 2012; Wang et al, 2012). However, while AR has been developed in a range of contexts, the focus of this paper lies in the role it plays in enhancing the visitor experience within arts and heritage tourism. This paper critiques the opportunities AR affords in enriching the visitor experience whilst recognising the pressures cultural organisations face in developing creative and innovative ways of displaying and interpreting artefacts. Secondly, it presents the challenges of producing a technology that supports an intuitive, easy to use multi-media guide for interpretation in a cost and resource efficient manner.
Keywords: augmented reality, image recognition, technology, visitor experience
Introduction and Literature Review
Technology and tourism have a long legacy as reflected upon by Buhalis & Law (2008; 2014). Within this, mobile technology and augmented reality (AR) has come to the fore more recently within the last five years. For example, research in near field communication technology (e.g. Pesonen & Horster, 2012), AR (e.g. Fiore et al, 2014; Yovcheva, 2015; Yovcheva et al 2012; 2014; Linaza et al 2012; Wei et al, 2014), while others have analysed the role of smartphones and the influence such hardware has on the mediation of the tourist experience (see Wang et al, 2012; Wang & Fesenmaier, 2013; Wang et al, 2014). As Kounavis et al (2012) note, AR has been used in a range of applications and contexts in recent years. It is a “visualization technique that superimposes computer generated data, such as text, video, graphics, GPS data and other Technology and tourism have a long legacy as reflected upon by Buhalis & Law (2008; 2014). Within this, mobile technology and augmented reality (AR) has come to the fore more recently within the last five years. For example, research in near field communication technology (e.g. Pesonen & Horster, 2012), AR (e.g. Fiore et al, 2014; Yovcheva, 2015; Yovcheva et al 2012; 2014; Linaza et al 2012; Wei et al, 2014), while others have analysed the role of smartphones and the influence such hardware has on the mediation of the tourist experience (see Wang et al, 2012; Wang & Fesenmaier, 2013; Wang et al, 2014). As Kounavis et al (2012) note, AR has been used in a range of applications and contexts in recent years. It is a “visualization technique that superimposes computer generated data, such as text, video, graphics, GPS data and other
Interpretation and the visitor experience in arts and heritage spaces has been researched extensively (see for example: Fleck et al, 2002; Graburn, 1977; Moscardo, 1996). However, the role of digital within this has only recently received increased attention (e.g. Charitonos et al, 2012; Silverman, 2010). Museums and art galleries are coming under increasing pressure, through visitor expectation and direct competition with other institutions, to introduce digital content to enrich user engagement. As such, the sector has witnessed a recent surge in interest
in, and use of, digital interpretation channels such as apps. Multi-media, touch screen and audio guide technologies are an established way in which digital interpretation has been provided for exhibitions. Each serve to provide relevant information at key points within the visitor journey. Typically however, the content used with these technologies has a lifetime measured in years, they can be difficult to update, and therefore do not lend themselves easily to temporary exhibitions or changes to existing permanent collections without considerable effort or cost since these lifetimes are measured in months. Audio guides and the new breed of multi-media guides are also expensive to commission and operate, despite their potential to bring an exhibition to life and provide deep levels of interpretation beyond that which is possible to physically display. However, while apps can provide multiple levels of interpretation, provide access to archived material and engage different audiences simultaneously, the impact of this technology on the user experience remains relatively unexplored. By developing the “Let’s Explore” mobile application ( http://www.lets-explore.com ), the research aims to identify the opportunities augmented reality and image recognition technology affords in enriching the visitor experience: visitor autonomy and empowerment within the visitor experience, personalising visitor journeys through tailored content delivery, and generating opportunities for interactive, user-generated engagement throughout the visit. It should be noted that this paper is part of wider research that has sought to inform organisations more widely of the limitations, usage and adoption barriers of 3D image recognition as an alternative to iBeacons, QR codes and NFC.
Methods
Working directly with key partners, namely The Lightbox (Woking, Surrey), Brooklands Museum (Weybridge, Surrey), Watts Gallery (Compton, Surrey), Historic Royal Palaces and Visit Surrey, this research emerges from a wider project that encompasses the development of technology
supporting the provision of digital solutions within arts and heritage environments. Findings emerge from 40 interviews that were conducted as part of live public trials of the “Let’s Explore” mobile application. The purposive sample was identified at the key trial sites of Watts Gallery and The Lightbox. Interviews were then transcribed verbatim and analysed using thematic analysis.
Findings and Discussion
Firstly, recognising the pressures cultural organisations face in developing creative and innovative ways of displaying and interpreting artefacts, this paper presents “Let’s Explore” as a low-cost solution for cultural organisations to deploy and maintain their own content without relying upon
bespoke development. While many technologies exist (i.e. QR codes, iBeacon), it uses image recognition technology to trigger interpretation of artefacts once they are detected. While this is a well-established technology, many technical challenges persist in exhibition spaces (i.e. lighting and glare). Indeed, while commercial 2D recognition solutions work well on image targets with sufficient contrasting features, such as posters, photographs and paintings, technology remains incapable of detecting images with very limited features. This paper explores solutions to this and extends findings into 3D object recognition through key point analysis. Secondly, the paper presents the challenges of producing a technology that supports an intuitive, easy to use multi-media guide for interpretation in a cost and resource efficient manner. It reflects on the importance of ensuring technology can be managed by organisations to ensure flexibility
and control in managing app content and considers “Let’s Explore” as a flexible technology framework that facilitates such autonomy. This requires an understanding of the existing limited
capacity and resources of smaller/regional organisations that rarely have a technology infrastructure to support Wi-Fi in their exhibition spaces. Thirdl y, the paper reflects upon the impact of “Let’s Explore” on the visitor experience. With visitor empowerment and experience enrichment driving the rationale for introducing effective digital interpretation, the paper shares findings from public trials. It suggests this technology provides an opportunity across demographic groups to increase dwell-time, facilitate deeper, multifaceted visitor engagement, and empower visitors to personalise their journeys through exhibitions. In understanding user engagement, the paper critiques findings to identify the challenges capacity and resources of smaller/regional organisations that rarely have a technology infrastructure to support Wi-Fi in their exhibition spaces. Thirdl y, the paper reflects upon the impact of “Let’s Explore” on the visitor experience. With visitor empowerment and experience enrichment driving the rationale for introducing effective digital interpretation, the paper shares findings from public trials. It suggests this technology provides an opportunity across demographic groups to increase dwell-time, facilitate deeper, multifaceted visitor engagement, and empower visitors to personalise their journeys through exhibitions. In understanding user engagement, the paper critiques findings to identify the challenges
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Impacts of Augmented Reality Applications to Service Quality of Professional Tour
Guides: The Case of Historical Museums
Ozlem Tekin, Necmettin Erbakan University
Abstract and Introduction
Technological innovations used by proffesional tour guide’s expressions in museum have been examined in this study. The impacts of AR applications to the quality of guidance service have
been evaluated. The Museum of Mausoleum of Ataturk in Ankara/Turkey using AR innovations has been selected as research field. The interview questions have been composed after reading related literature, and semi-structured interviews have been conducted with tourists.
Keywords: Professional Tourist Guide, Museum Guidance, Technological Innovations, AR, Service Quality.
Literature Review
The Concept of AR AR can be defined as a technology that provides more enriched environment by means of including objects like 3D model in real time, animation, film, audio on a real image in current environment. Created image can be displayed as if they were almost in real world with the AR applications (Javornik, 2016; 253). The emergence of AR applications has changed the way
tourist’s experience in a destination, leading to more interactive and diversified experiences (Fritz, Susperregui, & Linaza, 2005; Kourouthanassis et al., 2015). AR applications provide tourists with
the opportunity to get to know unknown surroundings in an enjoyable and interactive manner (tom Dieck and Jung, 2015). The increased situational awareness for tourists gained from linkages of information and real world elements has been utilized in many fields.
The possibility to provide three-dimensional content through AR makes informations about cultural heritage accessible and understandable for non-expert tourists (tom Dieck and Jung, 2015; Garau, 2014). Furthermore, AR provides tourists with a dynamic and interactive experience The possibility to provide three-dimensional content through AR makes informations about cultural heritage accessible and understandable for non-expert tourists (tom Dieck and Jung, 2015; Garau, 2014). Furthermore, AR provides tourists with a dynamic and interactive experience
Professional Tour Guidance
A person who guides visitors in the language of their choice and interprets the cultural and natural heritage of an area which person normally possesses an area-specific qualification usually issued
and/or recognised by appropriate authority (www.wftga.org, 2016).
Table 1. Basic Functions and Qualifications of Tour Guides’ (Yildiz vd., 1997):
Tour Guides’ Basic
Tour Guides’ Qualifications
Functions
Oral and written communication skills (in their
own language and at least one foreign COMMUNICATION
language)
Interpersonal communication skills
Self-Control Skills
PROMOTION AND
To promote, comprehend and like tourism
INFORMATION
destinations with all aspects,
Empathizing and tolerate
ENTERTAINING
Being humoristic
COPE WITH
EXTRAORDINARY
Technical knowledge and skills
SITUATIONS
To keep a level head
Legal Information
SECURE IN JUSTICE
Work Ethic and Sense of Fairness
To act honestly
Methods