Augmented Reality (AR) in Urban Heritage Tourism

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Augmented Reality (AR) in Urban Heritage Tourism

Timothy Jung, Ph.D.Dai-In Han

Manchester Metropolitan UniversityManchester, UK

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Agenda• Research Aim• Augmented Reality (AR)• Impacts and Benefits of AR• AR Applications in Urban Heritage Tourism• The Human Factor of AR• Conclusion and Future Research

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Research Aim

• Concept for AR implementation in Urban Heritage Tourism

• Overview of AR impacts and benefits, direction and development

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What is Augmented Reality?

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Expected Impacts of AR• Tangible benefits (economic)

• $600 billion by 2016 (Business Wire, 2013)

• 864 million mobile phones will be AR by 2014 (Financial Times, 2012)

• 100 million vehicles will be equipped with AR by 2014 (Mind Commerce, 2013)

• 1 billion AR users by 2020 (Ahonen, 2013)

• 2.6 billion AR app download by 2017 (Juniper Research, 2012)

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• Intangible benefits– Social capital– AR as infrastructure– Business community– Enhance tourist experience through interaction,

interpretation– Use of virtual space to provide information depth– Increased perceived value– Rich user experience– Customer Engagement

Expected Impacts of AR

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Tourism - Visitor Economy

Augmented RealityBenefits

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Business Sector

Augmented RealityBenefits

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Socio-cultural Benefits

Augmented RealityBenefits

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AR in Urban Heritage Tourism

• Modern technology to support development and competitiveness of destinations

• Access information on immediate surrounding• High focus on navigation to POIs/GPS-based

AR

• Timewarp, Tripventure (AR Gaming)

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• End-user adoption• Personalized Information access• Layered Information to prevent

information overload• Human focus required when developing

and implementing AR

The Human Factor of AR

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• AR Hype/Gimmick purposeful implementation

• Technological challenges still to overcome• Wearable computing Google Glass• AR as mainstream technology• AR to enhance the tourism experience

Conclusion and Future Research

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Thank you for your attention

Contact:Timothy Jung, Ph.D.t.jung@mmu.ac.uk

Dai-In Hand.han@mmu.ac.uk