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83 lines
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Progress in IS
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More information about this series at http://www.springer.com/series/10440
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Timothy Jung • M. Claudia tom Dieck
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Editors
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Augmented Reality and Virtual Reality
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Empowering Human, Place and Business
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123
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Editors Timothy Jung Faculty of Business and Law Manchester Metropolitan University Manchester UK
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M. Claudia tom Dieck Faculty of Business and Law Manchester Metropolitan University Manchester UK
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ISSN 2196-8705 Progress in IS ISBN 978-3-319-64026-6 DOI 10.1007/978-3-319-64027-3
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ISSN 2196-8713 (electronic) ISBN 978-3-319-64027-3 (eBook)
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Library of Congress Control Number: 2017947444
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© Springer International Publishing AG 2018 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
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Printed on acid-free paper
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This Springer imprint is published by Springer Nature The registered company is Springer International Publishing AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
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International Augmented and Virtual Reality Scientific Committee
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Danielle Allen, Manchester Metropolitan University Mario Ascencao, Haaga-Helia University of Applied Sciences Ella Cranmer, Manchester Metropolitan University Dario tom Dieck, Manchester Metropolitan University M. Claudia tom Dieck, Manchester Metropolitan University Alice Gräupl, Manchester Metropolitan University Dai-In Han, NHTV Breda University of Applied Sciences Ana Javornik, University of Newcastle Timothy Jung, Manchester Metropolitan University Mahdokht Kalantari, Wayne State University Cynthia Mejia, University of Central Florida Joe Pine, Strategic Horizons Philipp A. Rauschnabel, University of Michigan Edwin Torres, University of Central Florida Pasi Tuominen, Haaga-Helia University of Applied Sciences
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Preface
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Organised by the Creative Augmented and Virtual Reality Hub at Manchester Metropolitan University, the 3rd International Conference on Augmented and Virtual Reality took place on the 23rd of February 2017 and brought together leading researchers and industry professionals from the area of augmented reality (AR) and virtual reality (VR). The conference theme of “Empowering human, place and business” invited speakers from various disciplines to share their experiences of these new and exciting technologies.
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Paper presented focused on the areas of AR and VR in tourism, business, marketing & storytelling, health & defence, retail & fashion and design & development. We hope that this edited book will serve as a valuable source for future research and inform businesses about latest developments in the areas of AR and VR.
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Manchester, UK
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Dr. Timothy Jung Dr. M. Claudia tom Dieck
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vii
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Contents
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Part I Augmented and Virtual Reality in Tourism Identifying Tourist Requirements for Mobile AR Tourism Applications in Urban Heritage Tourism . . . . . . . . . . . . . . . . . . . . . . . . . 3 Dai-In Han and Timothy Jung How can Tourist Attractions Profit from Augmented Reality? . . . . . . . . 21 Eleanor E. Cranmer, M. Claudia tom Dieck and Timothy Jung An Ethical Perspective of the use of AR Technology in the Tourism Industry . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Jessica Saoud and Timothy Jung Augmented Reality Adoption by Tourism Product and Service Consumers: Some Empirical Findings. . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 Azizul Hassan, Erdogan Ekiz, Sumesh S. Dadwal and Geoff Lancaster Augmented Reality: Providing a Different Dimension for Museum Visitors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65 Larissa Neuburger and Roman Egger Eye of the Veholder: AR Extending and Blending of Museum Objects and Virtual Collections . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79 Ronald Haynes Virtual Reality as a Travel Promotional Tool: Insights from a Consumer Travel Fair . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93 Alex Gibson and Mary O’Rawe The Impact of Augmented Reality (AR) Technology on Tourist Satisfaction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 109 Ruhet Genç
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ix
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x
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Contents
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Part II Augmented and Virtual Reality in Retail and Fashion
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Augmented Reality and Virtual Reality in Physical and Online Retailing: A Review, Synthesis and Research Agenda . . . . . . . . . . . . . . . 119 Francesca Bonetti, Gary Warnaby and Lee Quinn
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Technological Innovations Transforming the Consumer Retail Experience: A Review of Literature . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 133 Natasha Moorhouse, M. Claudia tom Dieck and Timothy Jung
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Measuring Consumer Engagement in the Brain to Online Interactive Shopping Environments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 145 Meera Dulabh, Delia Vazquez, Daniella Ryding and Alex Casson
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Part III Augmented and Virtual Reality in Business, Marketing and Storytelling
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Augmented Reality Smart Glasses: Definition, Concepts and Impact on Firm Value Creation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 169 Young K. Ro, Alexander Brem and Philipp A. Rauschnabel
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The Sensorama Revisited: Evaluating the Application of Multisensory Input on the Sense of Presence in 360-Degree Immersive Film in Virtual Reality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 183 Sarah Jones and Steve Dawkins
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Directions for Studying User Experience with Augmented Reality in Public . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 199 Ana Javornik
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A Conceptual Uses & Gratification Framework on the Use of Augmented Reality Smart Glasses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 211 Philipp A. Rauschnabel
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Exploring the Early Adopters of Augmented Reality Smart Glasses: The Case of Microsoft HoloLens . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 229 Mahdokht Kalantari and Philipp Rauschnabel
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Functional, Hedonic or Social? Exploring Antecedents and Consequences of Virtual Reality Rollercoaster Usage . . . . . . . . . . . . . . . 247 Timothy Jung, M. Claudia tom Dieck, Philipp Rauschnabel, Mario Ascenção, Pasi Tuominen and Teemu Moilanen
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Urban Encounters Reloaded: Towards a Descriptive Account of Augmented Space . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 259 Patrick T. Allen, Ava Fatah gen. Shieck and David Robison
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Contents
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Part IV Augmented and Virtual Reality in Healthcare and Defence
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Blending the Best of the Real with the Best of the Virtual: Mixed Reality Case Studies in Healthcare and Defence. . . . . . . . . . . . . . . . . . . . 277 Robert J. Stone
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How Augmented Reality and Virtual Reality is Being Used to Support People Living with Dementia—Design Challenges and Future Directions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 295 Jason Hayhurst
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Part V Augmented and Virtual Reality Design & Development
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Testing the Potential of Combining Functional Near-Infrared Spectroscopy with Different Virtual Reality Displays—Oculus Rift and oCtAVE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 309 Aleksandra Landowska, Sam Royle, Peter Eachus and David Roberts
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Telethrone Reconstructed; Ongoing Testing Toward a More Natural Situated Display . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 323 John O’Hare, Allen J. Fairchild, Robin Wolff and David J. Roberts
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A Survey of Drone use for Entertainment and AVR (Augmented and Virtual Reality) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 339 Si Jung Kim, Yunhwan Jeong, Sujin Park, Kihyun Ryu and Gyuhwan Oh
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Augmented Reality for Mobile Devices: Textual Annotation of Outdoor Locations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 353 Slimane Larabi
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Part VI Augmented and Virtual Reality in Industry
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Augmenting Reality in Museums with Interactive Virtual Models . . . . . 365 Theodore Koterwas, Jessica Suess, Scott Billings, Andrew Haith and Andrew Lamb
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The Augmented Worker. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 371 Martin McDonnell
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Digital Representation of Seokguram Temple UNESCO World Heritage Site . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 379 Jin ho Park and Sangheon Kim
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