Brennpunkt2015 Neuburger

1. Augmented Reality in Tourism
Larissa Neuburger, MA
22th October 2015

2. Augmented Reality
…an enhanced version of reality created by the use of
technology to overlay digital information on an image
of something being viewed through a device (as a
smartphone camera). (Merriam-Webster, 2015)
…describes the concept of augmenting a view of the
real world with 2D images or 3D objects. (Woods et al., 2004)

3. Augmented vs. Virtual

4. Augmented vs. Virtual
Augmented Reality
Supplementing
Not block out the world
Can be used anywhere
No need to be realistic
3D rendering is not crucial
Challenge tracking & sensing
Virtual Reality
Replacing
Blocks out the real world
Best in controlled environment
Virtual world has to be realistic
3D rendering necessary
No need for tracking & sensing
Source: Digi-Capital, 2015

5. Future Perspective

6. AR in medicine

7. AR in manufacturing

8. AR in Education

9. AR in Retail

10. AR in Tourism

11. AR in the museum
"[…] AR tools offer users the possibility to deploy their
phones as pocket-sized screens through which
surrounding spaces become the stage for endless extra
layers of information." (Schavemaker, 2011)
Limited space in museums
Visitor interaction
No expensive hardware
Easy to use

12. Target Recognition

13. Case Study Dommuseum

14. Dommuseum Salzburg
Part of Domquartier
Open since May 2014
“Five members
– one experience”
15.000 m²
2.000 exhibits
1.300 years of history
art treasures from
churches & Cathedral of
Salzburg

15. Experience Economy
Goods
Commodities
Service
Experience
Pricing
Differentiation
Source: Adapted from Pine, Gilmore 2011, p.34

16. The Perfect Experience
Source: Adapted from Pine, Gilmore 1999, p.30

17. Museum Experience Scale
Engagement
Knowledge/
Learning
Meaningful
Experience
Emotional
Connection
Source: Othman et al., 2011

18. Research Design
Experiment
Experimental
Group
Control
Group
Questionnaire

19. Collected Data
Sample Size = 178
Reliability Test: Cronbach´s Alpha
> 0,7 required & validated
All results significance level:
p < 0,05 or p < 0,01

20. Results Experience
4,48
5,02
5,65
5,74
5,22
Escapism
Entertainment
Esthetics
Education
Overall Experience
Escapism Entertainment Esthetics Education
Overall
Experience
Mean 4,48 5,02 5,65 5,74 5,22

21. Results MES
3,76
5,01
5,62
5,76
5,03
0 1 2 3 4 5 6 7
Emotional Connection
Meaningful Experience
Engagement
Knowledge/Learning
Overall MES
Emotional
Connection
Meaningful
Experience
Engagement
Knowledge/Le
arning
Overall MES
Mean 3,76 5,01 5,62 5,76 5,03

22. Is Augmented Reality enhancing
the experience of museum visitors?

23. T-Test Experience
Construct Results
Entertainment Significant Result
Education Significant Result
Escapism Significant Result
Esthetics Not Significant Result
Overall Experience Significant Result

24. T-Test MES
Construct Results
Engagement Significant Result
Knowledge/Learning Significant Result
Emotional Connection Significant Result
Meaningful Experience Significant Result
Overall Museum Experience Scale Significant Result

25. /larissaneuburger @larraneu larissa.neuburger@gmail.com

26. Picture credits
Augmented Reality:
www.applausedigital.com.au/augmented-reality/
Virtual Reality:
www.s1t2.com.au/digital-agency/virtual-reality/best-virtual-reality-devices-
for-commercial-applications/
Medicine:
www.medicalaugmentedreality.com
Manufacturing: www.advice-manufacturing.com/Virtual-and-Augmented-
Reality.html
Education: www.aztechbeat.com/2013/09/augmented-reality-app-
developers-focus-youth-market/
Retail: www.businessinsider.com/ikeas-2014-augmented-reality-catalog-2013-
8?IR=T
Tourism:
www.hermesvirtualtour.com/#discover