Enter2014 tussyadiah

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Expectation of Travel Experiences with Wearable Computing Devices

Iis P. Tussyadiah

Hospitality Business ManagementCollege of Business

Washington State University Vancouver, USA

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PERSONAL TECHNOLOGY & TOURISM EXPERIENCEEncounters as essential parts of tourism experience

The use of technology leads to more meaningful encounters

Technology-mediated tourism experiences

Tussyadiah & Fesenmaier, 2009; Wang, Park & Fesenmaier, 2012; Neuhofer, Buhalis & Ladkin, 2012; etc.

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Image: Icon Finder; Google Glass

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Image: Huffington Post

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WEARABLE TECHNOLOGY

Major impacts on the ways people interact with surroundings.Challenges facing the integration of wearable tech into society.

How wearable tech can revolutionize tourists?

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STUDY GOAL

Identify and explore people’s expectation of use of wearable computing technology for travel-related experiences.

Specifically, potential users’ ideas and imagination of use for Glass.

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THE NEED FOR AN ALTERNATIVE THEORY

Positioning of personal technology in human experiences.

Wearable tech potential changes in ways users interact with technology and with others.

Theoretical explanation from HCI studies: from mediation to embodiment.

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MEDIATION

[ I ] – [Glasses] – [The world]

Ihde’s (1990) non-neutrality of of technology-mediated experiences.

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Technology appears in between humans and the world and change experiences.

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EMBODIMENT

Ihde (1990)

[ I – Glasses] – [The world]

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Technology becomes “unnoticeable”, but an essential part of experience.

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Embodiment

Technology “withdraw”

Technology’s capability to extend perceptual bodily (and cognitive) capacity

?

Ihde (1990); Ehn & Linde (2004)

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PROJECT GLASS

Competition for a chance to purchase the Explorer edition of Glass (Feb 21–27, 2013)

Ideas to use Glass submitted via Google+ and twitter using #ifihadglass

Tweets were harvested from twitter developer API through apps script programming in Google Spreadsheet (Feb 23-27, 2013)

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DATA GATHERING & MANAGEMENT

17,373 total tweets17,373 total tweets

10,035 unique tweets10,035 unique tweets

930 travel-related tweets930 travel-related tweets

Manual cleanup: duplicates, RTs, bashtag, etc.

Open coding, standard content analysis

(Kassarjian, 1977)

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ABSTRACTION

Means-End Chain AnalysisConsumers relate to products through a hierarchy (A-C-V chain):

– Product attributes (A)– Consequences of use (C)– Personal values (V)

Gutman (1982); Perkins & Reynolds (1988); Reynolds & Perkins (1987)

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ABSTRACTION

A-C-V framework was used to guide interpretation of emerging themes (patterns, categorization) from tweets

– A: features & functionalities – C: travel activities– V: motivation

*Note: missing co-occurrences prevent quantifiable links between A-C-V chain

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VALUE: TRAVEL MOTIVATION

Explore Challenge

Capture

Share

Transform

Self

Other

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1. World Exploration

A shift from being a “tourist” to being an “explorer”

Emphasis on enjoyment of the “journey”– Road trip, motorbike, walking

New ways of interacting with others & environments – AR, translation, navigation

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2. Adventure Tourism

Revolutionary impacts

Extreme outdoor sports and challenges– Mountain climbing, bungee jumping, skydiving

Associated with “capture” and “share”– FPV, navigation, social publishing, real-time

connectivity

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2. Travel Documentation

Convenience and unique camera feature drive an emphasis on documenting journeys

– POV images

Storing memories – travel documentary– “A day in the life of xxx”

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4. Travel Reporting

Subthemes:– Value from showcasing personal perspectives &

experience– Value from enabling others to experience places

(altruism) – opening access to places

FPV, real time connectivity, social publishing, navigation.

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5. Positive Transformation

Spreading influence that leads to positive societal transformation:

– Promote mutual understanding, encourage cross-cultural learning

– Travel as a way to make a difference– FPV – “spontaneous kindness”

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Explore

CaptureShare

Instant Translation

(A)

(V)

FPV Capture

Real-time Connection

Social Publishing

Navigation – Map

Information – AR

CultureTour

HikingWalking

BikingRoad Trip

Skiing; Mt. Climbing

Skydiving (C)

Transforms

Challenge

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TECH & EXPERIENCE

• Indication of mediation:– “I will use Glass to…”

• Indication of embodiment:– Perceived extension of the body and the mind– “Seeing through Glass eyes…”

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CONCLUSION

Key differentiation:– Instant information and translation Glass as “an

extension of the mind” confidence and convenience

– hands-free capturing of images with FPV creating and sharing with personalization;

– Real-time connectivity to social network validation and altruism

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IMPLICATION

Independent, well-informed tourists enjoying en-route experiences destination management: facets of experience

First-person visual narratives of destinations experiences destination marketing: micro-segmentation, personas

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LIMITATION & FURTHER RESEARCH

Limitation – Competition: creative use of Glass– Potential use: limited information

Future research– Actual use of Glass for travel (#throughglass)

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THANK YOU!

Contact:iis.tussyadiah@vancouver.wsu.edu