Phygital Customer Experience Mixed Approach of Augmented Reality and Customer Experience (DCX) in the Context of Heritage Tourism

2021 ◽  
pp. 238-253
Author(s):  
Nedra Bahri Ammari ◽  
Ines El Hassoumi
Keyword(s):  
Virtual Reality ◽  
Augmented Reality ◽  
Daily Life ◽  
Heritage Tourism ◽  
Customer Experience ◽  
Modern Technology ◽  
Digital Transformation ◽  
Heritage Sites ◽  
Primary Driver ◽  
Mixed Approach

What if customer experience was the primary driver of digital transformation? Indeed, new hybrid experiences have emerged thanks to daily-life technologies that fused both digital and physical worlds. This kind of experience uses applications and connected objects (IoT) to adapt and respond to consumer needs. Augmented reality and virtual reality are one of the most functionally and emotionally memorable phygital experiences that create value for customers. In this chapter, the authors chose heritage tourism as the study field for different reasons. While the adoption of augmented and virtual reality is gaining grownd, cultural heritage sites have started to consider the possibilities offered by these new and innovative technologies. This industry is starting to integrate AR and VR in several ways to attract more people. However, it is necessary to study how modern technology can be developed and implemented in a meaningful way to improve the tourist's experience. An AR- and VR-based mobile application has been developed and tested at Antonine's Baths in Carthage, Tunisia.

Click to Brick

2019 ◽  
pp. 171-180
Author(s):  
Abhishek Gupta ◽  
Abhishek Goyal
Keyword(s):  
Virtual Reality ◽  
Augmented Reality ◽  
New Media ◽  
High Speed ◽  
Customer Experience ◽  
Technological Revolution ◽  
Brick And Mortar ◽  
Ready Availability ◽  
High Speed Data ◽  
New Generation

In 2017, India witnessed a new technological revolution in new media marketing fueled by the ready availability of high speed data and the emergence of a new generation of advance visualization solutions like virtual reality and augmented reality. Brands today are now focusing on distinguishing themselves from their competitors by redefining the customer experience and engaging them into their brand story. Myntra conceived the idea of creating its own brand of clothing for the travelers called Roadster focused over the needs of new generation of tech-savvy millennial customers. After the initial success of Roadster, it decided to bring Roadster closer to the customers in the form of brick and mortar showroom, opening its first ever store in Bangalore with a revolutionary virtual reality-based gamification experience, Highway 360, for experiential personalized shopping.

The Use of Virtual Reality and Augmented Reality in Cultural Heritage and Deep-Diving Destinations

2022 ◽  
pp. 138-160
Author(s):  
Nihan Garipağaoğlu-Uğur ◽  
Orhan Akova
Keyword(s):  
Virtual Reality ◽  
Augmented Reality ◽  
Cultural Heritage ◽  
Sustainable Tourism ◽  
Underwater Cultural Heritage ◽  
Sustainable Tourism Development ◽  
Heritage Sites ◽  
Deep Diving ◽  
Heritage Site ◽  
Recreational Diving

Underwater cultural heritage and deep diving are important attractions for tourism. Using cutting-edge technology tools for cultural heritage became more important for tourism destinations. The purpose of this chapter is to evaluate the use of virtual reality (VR) and augmented reality (AR) in tourism from the perspective of cultural heritage and deep diving. This chapter will contribute to the literature to show a new way of sustainable tourism. Commercial diving to an underwater heritage site a is popular touristic activity. Sometimes shipwreck recovery can be hazardous for cultural heritage. The review results indicate that these underwater cultural heritage sites need to be protected for sustainable tourism development. Virtual tours contribute to the sustainability of cultural heritage. On the other hand, treasure hunting trips and recreational diving may cause damage to the archaeological sites. Underwater cultural heritage sites should be protected for sustainable tourism. VR and AR applications can be used to promote a touristic destination by tourism marketers for experimental marketing.

scholarly journals New approaches to customer experience: where disruptive technological innovation meets luxury fashion

2019 ◽  
Vol 13 (1) ◽  
pp. 740-758
Author(s):  
Jacqueline-Nathalie Harba
Keyword(s):  
Virtual Reality ◽  
Augmented Reality ◽  
Case Studies ◽  
New Technologies ◽  
Customer Experience ◽  
High Tech ◽  
Customer Expectations ◽  
New Approaches ◽  
Use Of Technology

Abstract Consumer behavior is shifting radically with the rise of e-commerce and new technologies. As a result, luxury retailers are forced to embrace a variety of technologies to keep their customers engaged. How do brands captivate shoppers and provide the customer experience that will satisfy their desires? Through dissemination of literature and case studies on examples from the industry, this paper presents a detailed discussion on the new approaches to customer experience in the luxury fashion industry, in the context of a modern economy that is highly shaped by disruptive technological innovations. The discussion includes two detailed case studies, focusing on two key themes that define contemporary customer expectations: the story – discussing customer’s desire to be immersed in the narratives behind catwalk collections, and the experience – discussing the use of technology to create a unique retail space through the use of online and mobile specific technologies. The first case study focuses on how new technologies provide brands with new opportunities to present their products through narratives. Using famous luxury retailers Dior, Givenchy and Prada as examples, the case study provides a detailed discussion on the use of virtual reality and augmented reality as tools that enable customers to project themselves into the story behind a catwalk show and become active characters in the narrative, through the use of technological devices. The second case study focuses on the importance of merging the online and the traditional brick-and-mortar store. “The Store of the Future”, by luxury retailer Farfetch is used as an example of how retailers make use of high-tech equipment, virtual reality and augmented reality not only to create a tech-powered interactive experience that will intrigue customers, but also to improve retail productivity by capturing customer data. The study adopts a qualitative research method to evaluate the validity of the concepts discussed in the Literature Review, using a sample of three in-depth interviews with industry experts, focusing on the use of technology to improve customer experience in physical retail spaces. Based on previously published research, it is estimated that the primary research will indicate that it is not the use of technology that drives the customer experience, but customer expectations that determine the adoption and adaptation of disruptive technologies to satisfy the shoppers’ requirements.

scholarly journals Augmented reality and virtual reality in our daily life

2020 ◽  
Vol 9 (3) ◽  
pp. 205
Author(s):  
Vallidevi Krishnamurth ◽  
Nagarajan K. K. ◽  
D.Venkata Vara Prasad ◽  
Ganesh Kumar ◽  
Arjith Natarajan ◽  
...  
Keyword(s):  
Virtual Reality ◽  
Augmented Reality ◽  
Medical Diagnosis ◽  
Inflection Point ◽  
Daily Life ◽  
Practical Experience ◽  
Medical Sciences ◽  
Remote Collaboration ◽  
Augmented Reality Technology ◽  
Care Training

Augmented reality, the new age technology, has widespread applications in every field imaginable. This technology has proven to be an inflection point in numerous verticals, improving lives and improving performance. In this paper, we explore the various possible applications of Augmented Reality (AR) in the field of Medicine. The objective of using AR in medicine or generally in any field is the fact that, AR helps in motivating the user, making sessions interactive and assist in faster learning. In this paper, we discuss about the applicability of AR in the field of medical diagnosis. Augmented reality technology reinforces remote collaboration, allowing doctors to diagnose patients from a different locality. Additionally, we  believe that a much more pronounced effect can be achieved by bringing together the cutting edge technology of AR and the lifesaving field of Medical sciences. AR is a mechanism that could be applied in the learning process too. Similarly, virtual reality could be used in the field where more of practical experience is needed such as driving, sports, neonatal care training.

scholarly journals AUGMENTED REALITY, SEBUAH TREN DAN NILAI DALAM PERKEMBANGAN INDUSTRI PARIWISATA

2019 ◽  
Vol 6 (1) ◽  
pp. 17-22
Author(s):  
I Putu Sagita Jaya Utama ◽  
I Made Arsa Wiguna
Keyword(s):  
Virtual Reality ◽  
Augmented Reality ◽  
New Technology ◽  
Relevant Literature ◽  
Public Spaces ◽  
Modern Technology ◽  
Tourism Industry ◽  
Qualitative Approach ◽  
Additional Information

The use of modern technology is a necessity for many destinations to remain competitive and attractive to modern tourists. A form of new technology that is increasingly being used in public spaces is virtual reality and augmented reality (AR). How AR plays a role in the development of the tourism industry, so that it becomes a trend and value, is a reality that explored with a qualitative approach and a review of some relevant literature. The results of the study found that Augmented Reality is very instrumental in projecting additional information about attractions, accessibility and amenities in the tourism environment to be closer to everyone.

Importance of Augmented Reality and Virtual Reality in Our Daily Life

2020 ◽  
pp. 83-96
Author(s):  
Vallidevi Krishnamurthy ◽  
D. Venkata Vara Prasad ◽  
Ganesh Kumar ◽  
B. Surendiran ◽  
Arjith Natarajan ◽  
...  
Keyword(s):  
Virtual Reality ◽  
Augmented Reality ◽  
Daily Life

Reality Augmented Nightmares or Experiences of Fear

2021 ◽  
pp. 592-620
Author(s):  
Munevver Elif Gurses ◽  
Sena Sahin
Keyword(s):  
Virtual Reality ◽  
Augmented Reality ◽  
Daily Life ◽  
The Face ◽  
The Masses ◽  
Life Threat

Virtual reality- and augmented reality-supported games can be used to appeal to all tastes and audiences, especially for people who seek adventure, adrenaline, and fear and who want to take a break from their daily life with action. The element of fear, which has been used frequently in every branch of art, has been indispensable in the field of entertainment and art, although it is far from the functioning of this feeling. When we look at the purpose of fear, it is an unconscious sensation that allows the person to take action against a situation that threatens or endangers the life of the person. The person is afraid of danger and develops a reaction to the situation. Fear within the boundaries of entertainment and art, although parallel to this situation, is a controlled and safe form of true fear. Fear of man in the face of art or game area creates emotional satisfaction because it will not cause a life threat. For this reason, films and games created, especially in the genre of fear, are indispensable for the masses.

scholarly journals DIGITAL INTERPRETIVE MEDIA USAGE IN CULTURAL HERITAGE SITES AT YOGYAKARTA

2015 ◽  
Vol 75 (4) ◽  
Author(s):  
Ulka Chandini Pendit ◽  
Syamsul Bahrin Zaibon ◽  
Juliana A. Abubakar
Keyword(s):  
Virtual Reality ◽  
Augmented Reality ◽  
Cultural Heritage ◽  
Digital Media ◽  
Tourism Industry ◽  
Media Usage ◽  
Heritage Sites ◽  
Media Types ◽  
The Cost ◽  
Guided Tours

Cultural heritage is the asset of tourism industry to attract tourist for visiting a country. Cultural heritage needs to be conserved in order to prolong the life from being deterioration. However, conservation needs huge financial cost and this reason becomes the major obstacles for cultural heritage to be maintained its existence in a country. Nowadays, digital cultural heritage conservation is alternatively utilized as it reduces the cost of conservation in the form of digital interpretive media such as video, animation, 3D simulation, virtual reality, and augmented reality. Therefore, this study attempted to seek about the availability of digital interpretive media at cultural heritage sites through a survey. This paper presents the findings of availability level of digital media in the heritage sites in Yogyakarta, Indonesia. The findings show that the availability of digital media in Yogyakarta cultural heritage sites are mostly in traditional media types such as signs, brochures, maps, leaflets, and books. In attracting tourist, it is suggested that the cultural heritage sites should be provided with more advance interpretive media, namely computer simulations; personal stereo guided tours, virtual reality, and recently augmented reality as a way to conserve cultural heritage information and values.  

scholarly journals Perceiving Cultural Heritage

2018 ◽  
Vol 2 (1) ◽  
pp. II-V
Author(s):  
Massimo Bergamasco ◽  
Perla Gianni Falvo ◽  
Giovanni Valeri Manera
Keyword(s):  
Virtual Reality ◽  
Augmented Reality ◽  
Cultural Heritage ◽  
Human Development ◽  
Cognitive System ◽  
Research Projects ◽  
Improve Design ◽  
Heritage Sites

Over the years, we have undertaken research projects in the field of cultural heritage perception, trying to analyze the response of the human cognitive system when immersed in Virtual Reality, Augmented Reality or other multimedia supports. Our goal has been to study how to improve design exhibition, utilizing these technologies in museums and cultural heritage sites and to study alternative ways to promote human development through deeper contact with art.

scholarly journals A Proposed Model of Acceptance for Smart Glasses based Outdoor Augmented Reality Applications at UNESCO World Heritage Sites

2018 ◽  
Vol 7 (3.20) ◽  
pp. 354 ◽  
Author(s):  
Waqas Khalid Obeidy ◽  
Haslina Arshad ◽  
Jiung Yao Huang
Keyword(s):  
Augmented Reality ◽  
Cultural Heritage ◽  
Information Quality ◽  
Empirical Studies ◽  
Heritage Tourism ◽  
Heritage Sites ◽  
Smart Glasses ◽  
Proposed Model ◽  
Acceptance Model ◽  
Cultural Heritage Tourism

With the advancements in the recent mobile and wearable technologies, opportunities in the digital tourism sector are on an all-time high. Although, there is only limited research on users’ acceptance of Augmented Reality (AR) in the cultural tourism context, previous researchers have explored the opportunities of using AR in order to enhance user acceptance and adoption. Recent AR research lack empirical studies and works that integrates dimensions which are specific to cultural heritage tourism and smart glass specific context. Hence, this work proposes an AR acceptance model in the context of cultural heritage tourism and smart glasses capable of performing augmented reality. Therefore, this work aims to discuss the methods needed to map the requirements and propose an AR acceptance model for Smart Glasses based wearable outdoor AR applications. The proposed model can be used to understand the AR usage behavior and visiting intention for tourists who use Smart Glass based AR at UNESCO cultural heritage sites in Malaysia. Furthermore, this work identifies technology readiness, visual appeal, information quality, and facilitating conditions as external variables and factors that may influence beliefs of visitors, their attitudes and intention of usage.  

Sign in / Sign up

Export Citation Format

Share Document