Dimitrios Buhalis- The E-Tourism Experience

© Professor Dimitrios Buhalis
eTourism Futures : Experience, Co‐creation, Context‐Awareness and Augmented Reality Applications

www.bournemouth.ac.uk/tourism
eTourism Futures :

Experience, Co-creation,
Context-Awareness and
Augmented Reality Applications

Professor Dimitrios Buhalis

Bournemouth University
President IFITT
www.bournemouth.ac.uk/icthr
www.buhalis.com
www.bournemouth.ac.uk 1 www.bournemouth.ac.uk 2

Tourism and the Business Environment –
Day 1

Professor
Dimitrios B h li
Di it i Buhalis
Bournemouth
University

TUI Travel PLC || Management Trainee Programme presentation | 2008 | Page 3 3
Travel PLC Management Trainee Programme presentation | 2008 | Page

www.enter-2013.org

www.ifitt.org


Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab
ww.buhalis.com IFITT www.ifitt.org Email: dbuhalis@bournemouth.ac.uk 1


http://youtu.be/gcuFkiEORsE

THE FUTURE?
www.bournemouth.ac.uk 7 7
18.09.2012 Barbara Neuhofer  2012 8

Theoretical Background What are Experiences?

EXPERIENCES

EXPERIENCE ECONOMY
• Personal occurrences
with highly emotional
EXPERIENCE CO‐CREATION
significance obtained by
i ifi bt i d b
INFORMATION AND COMMUNICATION
the consumption of
TECHNOLOGIES
products and services
TECHNOLOGY ENHANCED • (Holbrook and Hirschman, 1982)
TOURIST EXPERIENCE
http://wikieducator.org/images/thumb/d/d
b/Books.jpg/200px‐Books.jpg


What are Tourist Experiences? why experiences are important?
THINK:
• Consumers increasingly strive for unique and
How would you define a tourist experience? memorable experiences today (Pine and Gilmore, 1999)
• Consumers do not buy products/services but
buy experiences delivered by the consumption
experiences delivered by the consumption
of these services (Morgan et al., 2010)
• Consequence –competitive advantage can only
be obtained by providing consumers with
experiences and creating added value (Pine and
Gilmore, 1999; Grönroos, 2000)



EXPERIENCE ECONOMY
Experience Economy
Difference tourism service – tourism experience:
What creates a memorable tourism experience?


Technology Enhanced Tourist WHAT CREATES A TOURISM EXPERIENCE?
Experiences
• Technology is drastically changing experiences
• Let’s have a look what technology‐enhanced
experiences could look like in the near future...

18.09.2012 Barbara Neuhofer  2012 15 18.09.2012 Barbara Neuhofer  2012 16

EXPERIENCE CO‐CREATION Experience Co‐Creation
• Customers are becoming more active,
powerful and in control (Prahalad and Ramaswamy, 2004)
• Co‐creation allow consumers to play an active
p p
part to co‐create their own experiences
conjointly with the company in quest for
personal growth (Prahalad and Ramaswamy, 2004)

Individual human being, rather than the
company is central element and new starting
point of the experience creation (Binkhorst and Den
18.09.2012 Barbara Neuhofer  2012 17 Dekker, 2009)



Experience Co‐Creation TECHNOLOGY

(Prahalad and Ramaswamy, 2004)

THE CONSUMER (E‐TOURIST) IS THE
CENTRAL ELEMENT OF THE EXPERIENCE Multiple stages of tourist experience
What is the role of technology in the different stages?

• 1 Dreaming: Engage and inspire
Social Media ‐ Travel blogs, travel review sites
• 2 Planning: Search and compare
Websites and Media, provide
Websites and Social Media provide information
• 3 Booking: Decide and book
Booking platforms, engage consumers
• 4 On‐Site Experience: Co‐create unique experiences
Online & offline, mobile services, LBS
• 5 Sharing: Share, review and engage
Social Media – engage consumers Facebook, Twitter, Foursquare,
TripAdvisor
 Technology is omnipresent and accompanies the individual in all
stages, i.e. pre‐travel, during and post‐travel stages

Role of social media
ICTs in the tourist experience
inthe tourist experience
TECHNOLOGY ENHANCED TOURIST EXPERIENCE

Pre‐Travel During Travel Post Travel
• Preliminary • On‐site and on the • Post‐sharing of
information search move: experiences
• Decision making
D ii ki •CCommunication,
i ti •EEngaging with
i ith
• Travel planning interaction experience
• Search for provider
information,
recommendations
• Sharing experience

• Virtual reality systems • Mobile devices: • Social Media
• Interactive websites • Applications • Websites
• Social media • Social Media




WHAT IS CONTEXT?

User User

System Network System Network

DESKTOP USER MOBILE USER

CONTEXT is Any information that can be used to characterize the situation of an
CONTEXT‐AWARENESS AND ADAPTATION entity. An entity is a person, place or object that is considered relevant to the
Interaction between the user and the application.
25 26
www.bournemouth.ac.uk www.bournemouth.ac.uk

CONTEXT‐AWARENESS AND PERSONALISATION LOCATION‐BASED SERVICES

AR-specific

Visibility Distance

Structure Colour of
Of background background

Time Interests

Standard Tourism-
Orientation
Duration Specific
Of stayy

Current Dist.
location b/n attractions

2) We use them
the adapt the • Location‐awareness is a special case of context‐awareness.
interface/behaviour/ • Location‐based services are widely popular today.
content

AUGMENTED REALITY
CONTEXT‐AWARE AR FOR TOURISM
FUTURE OF ETOURISM



WHAT IS AUGMENTED REALITY CONTEXT‐AWARE AND ADAPTIVE AR: A SCENARIO

Reality Augmented Reality

32

CONTEXT‐AWARE AND ADAPTIVE AR: A SCENARIO CONTEXT‐AWARE AND ADAPTIVE AR: A SCENARIO

33
34

ENHANCED INTERACTIONS ENHANCED INTERACTIONS

35 36



POTENTIAL OF AR FOR TOURISM http://www.youtube.com/watch?v=9c6W4CCU9M4
http://www.youtube.com/watch?v=sTERI1s‐UyA

Interested in surroundings Augmented Reality
Information
attached to PLACE

Time‐pressured

Information
within FIELD‐OF‐VIEW

Unfamiliar environment

Information
In CONTEXT WHAT IS AUGMENTED REALITY?

EDUCATION ‐ OUTDOOR

The augmented view in the HMD AR
ArcheoGuide

USE OF AR IN TOURISM Virtual humans re‐enacting everyday life at the
historical city of Pompeii
39 40

ENTERTAINMENT NAVIGATION

As opposed to using a map…

Futuroscope’s AR
experience “The Future is The LOCUS Project
Wild” (France)

Merlan Creative Studio Magic Mirror at 3D Navigation
Tomorrowland, Disney
41 42



PERSONAL ASSISTANCE MARKETING

Cisco’s Magic Mirror Amiens from Total Immersion

The virtual assistant in the MARA Project (Schmeil et al. 2006)
The MagicBook, or MagicCatalogue???
43 44

IMPLICATIONS SMARTPHONE AR
http://youtu.be/9Ln0lT6pew8

Enhance fast large huge
THE EXPERIENCE DEVELOPMENT OUTREACH INTEREST
Of both a
PRODUCT and SERVICE
PRODUCT and SERVICE

Make it more
perceived usability and utility are very
FUN, COLLABORATIVE…
LOW
Do this Olsson et al., 2009
Olsson & Väänänen‐Vainio‐Mattila, 2011
DURING THE TRIP

45

WHY IS THIS IMPORTANT?

market reach change
DESTINATIONS CUSTOMERS EXPERIENCES

PROBLEMS



INFORMATION PRESENTATION CONTENT, LEVEL OF DETAIL, TERMINOLOGY


AMOUNT OF INFORMATION: OVERLOAD PLACEMENT OF INFORMATION: OVERLAP


PLACEMENT OF INFORMATION: OUT‐OF‐SCREEN ANNOTATIONS PERCEPTUAL ISSUES: AMBIGUITY




THE FUTURE?
55

http://www.youtube.com/watch?v=9c6W4CCU9M4

WHAT IS AUGMENTED REALITY?

http://youtu.be/aEolW1x9O3k




www.bournemouth.ac.uk www.bournemouth.ac.uk 62

T A N

O U

www.enter-2013.org

www.ifitt.org




Stay in touch with Dimitrios
Professor Buhalis Dimitrios WWW.BUHALIS.COM

Director, eTourism Lab
International Centre for Tourism and Hospitality Research (ICTHR)
School of Tourism, Bournemouth University, Poole,BH12 5BB, UK

Tel: +44 1202 961517
Email: dbuhalis@bournemouth ac uk
dbuhalis@bournemouth.ac.uk

http://www.bournemouth.ac.uk/services-management/
http://www.bournemouth.ac.uk/icthr/ and
http://www.bournemouth.ac.uk/icthr/about_us.pdf

Dimitrios Blog: http://buhalis.blogspot.com/
Live spaces: http://buhalid.spaces.live.com/
Facebook: http://www.facebook.com/buhalis
Twitter: http://twitter.com/buhalid
YouTube: http://www.youtube.com/buhalid
Academia http://bournemouth.academia.edu/DimitriosBuhalis

www.bournemouth.ac.uk 67


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