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ENTER 2014 Research Track Slide Number 1
Expectation of Travel Experiences with Wearable Computing Devices
Iis P. Tussyadiah
Hospitality Business ManagementCollege of Business
Washington State University Vancouver, USA
ENTER 2014 Research Track Slide Number 2
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.
ENTER 2014 Research Track Slide Number 3
ENTER 2014 Research Track Slide Number 4
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)