1. NFC-Enabled City Maps
Measuring their Perceived Value
Emre Ronay
Roman Egger
Salzburg University of Applied Sciences
Salzburg, Austria
ENTER 2014 Research Track
Slide Number 1

2. Agenda
• Introduction
– NFC technology
– Previous research
– Problem statement
– Smart Map
• Method
– Perceived Value
– Smart Map Use Case Test
• Study results
– Conclusion
– Limitations
ENTER 2014 Research Track
Slide Number 2

3. Introduction
NFC Technology
NFC allows to create a wireless, short-range communication between two NFC
enabled devices by bringing them close to each other (Pesonen & Horster, 2012;
Coskun et al., 2012, p. 7).
A user with an NFC device can interact with certain objects which are referred to
as Smart Objects such as NFC Tags (Coskun et al., 2012).
ENTER 2014 Research Track
Slide Number 3

4. Introduction
Previous Research
Currently, the usage of NFC is still in the testing phase (Coskun et al., 2012).
Some research on NFC in tourism are; mobile payment (Pasquet et al., 2008;
Pampattiwar, 2012), information retrieve (Ailisto et al., 2009; Coskun et al., 2012,
p. 123), navigation information (Özdenizci et al., 2011) or mobile couponing (Pelz,
2013, online).
In addition, the NFC technology in transportation such as the ConTag in Frankfurt
(Preuss, 2009), in hotels (Pesonen & Horster, 2012), stores and restaurants
(Ailisto et al., 2009) or attractions (Rudametkin et al., 2010; Coskun et al. 2012,
pp. 133-134 ) have been investigated
ENTER 2014 Research Track
Slide Number 4

5. Introduction
ENTER 2014 Research Track
Slide Number 5

6. Introduction
Problem Statement
Panorama Tours (Salzburg) --> Sound of Music tour (travelling to all the movierelated locations)
However, the buses are not allowed to enter the old city of Salzburg. Therefore,
tourists receive a map and have to visit the places by themselves.
Therefore the idea was to attach NFC tags to the city map in order to provide
additional information in an innovative and convenient way.
ENTER 2014 Research Track
Slide Number 6

7. Introduction
Smart Map Idea
ENTER 2014 Research Track
Slide Number 7

8. Method
Perceived Value
Zeithaml (1988) defined perceived value as “The consumer’s overall assessment
of the utility of a product based on perceptions of what is received and what is
given”. Perceived value is a continuous measurement for building a close
relationship with customers (Sweeney & Soutar, 2001).
ENTER 2014 Research Track
Slide Number 8

9. Method
The PERVAL by Sweeney and Soutar (2001) has been implemented for the
measurement.
The customer satisfaction dimension was added, in order to understand whether
perceived value has a positive influence on customer satisfaction
ENTER 2014 Research Track
Slide Number 9

10. Method
Structural Equation Model - SPSS AMOS
ENTER 2014 Research Track
Slide Number 10

11. Method
H1: Emotional value of the Smart Map has a significant positive effect on
perceived value.
H2: Social value of the Smart Map has a significant positive effect on perceived
value.
H3: Functional value in terms of the price of the Smart Map has a positive effect
on perceived value
H4: Functional value in terms of the quality of the Smart Map significant effect on
perceived value
H5: Perceived value has a positive influence on customer satisfaction
ENTER 2014 Research Track
Slide Number 11

12. Method
Smart Map Use Case Tests
One-on-one Smart Map explanation
Example of the use case
Individual use case test
Survey after the Smart Map experience
ENTER 2014 Research Track
Slide Number 12

13. Study Results
ENTER 2014 Research Track
Slide Number 13

14. Study Results
Out of 100 (N=100) participants, 76 of them were not familiar with NFC
technology
ENTER 2014 Research Track
Slide Number 14

15. Study Results
Price of the Map
91 of the respondents said that they are interested in further NFC use cases
which is an important information concerning future research implications
ENTER 2014 Research Track
Slide Number 15

16. Study Results
Map Preference
Results indicated a higher preference with a mean of 4,23 for the Smart Map
over the paper map with 3,52 and map applications with a mean of 3,19.
It needs to be indicated that the regular paper map has still a higher preference
than the map applications considering that the highest proportion of the age
ranges were young people between 20-29 years old (54 of the people).
ENTER 2014 Research Track
Slide Number 16

17. Study Results
ENTER 2014 Research Track
Slide Number 17

18. Study Results
Correlation Analysis
ENTER 2014 Research Track
Slide Number 18

19. Study Results
Regression Analysis
ENTER 2014 Research Track
Slide Number 19

20. Study Results
Conclusion
ENTER 2014 Research Track
Slide Number 20

21. Study Results
Limitations
Respondents are on a vacation on don’t want to be disturbed in their experience
by filling out a questionnaire and that why some responses might deviate from
the perceptions of the tourists (Williams & Soutar, 2009)
The tourists had rather short time to experience the Smart Map and couldn’t
move around with it.
Only English was available.
No price range for the map was given beforehand
ENTER 2014 Research Track
Slide Number 21

22. THANK YOU
emre.ronay@gmail.com
ENTER 2014 Research Track
Slide Number 22