تکنولوژی AR، ابزار نوین بازاریابی در صنعت گردشگری
محورهای موضوعی : مطالعات اجتماعی و گردشگری، جامعه شناسی گردشگری
نیلوفر هادیانفر
1
(دانشگاه شهید چمران اهواز، اهواز)
کلید واژه: بازاریابی, پاندمی کووید-19, تکنولوژی واقعیت افزوده, گردشگری,
چکیده مقاله :
شیوع پاندمی کووید-19 در ابتدای سال2020، بسیاری از کسب وکارها را دچار چالش کرده است. در این میان، صنعت گردشگری یکی از صنایعی است که شاید بیشترین تاثیرپذیری را از این امر داشته و اقتصاد آن از این حیث، متحمل خسارات فراوانی شده است. باتوجه به محدودیت‌های اعمال شده که امکان سفر به صورت فیزیکی را محدود کرده است، روی آوردن به گردشگری مجازی می‌تواند تا حدودی جبران‌کننده بخشی از زیان‌های وارد شده به این بخش باشد. هدف: بررسی نگرش گردشگران بالقوه نسبت به اپلیکیشن‌های واقعیت افزوده، قصد آن‌ها برای استفاده در سفرهای آینده و نیز قصد آن‌ها برای توصیه این برنامه‌ها به دیگران. روش: جمع‌آوری داده‌ها با استفاده از پرسشنامه آنلاین و با روش نمونه‌گیری در دسترس انجام شد. سوالات پژوهش با استفاده از آزمون دوجمله‌ای در نرم‌افزار اس پی اس اس مورد تجزیه و تحلیل قرار گرفت. یافته‌ها: نتایج نشان‌دهنده نگرش مثبت پاسخ‌دهندگان و تمایل بالای آن‌ها برای استفاده و نیز توصیه این تکنولوژی به دیگران است. نتیجه‌گیری: بر اساس نتایج، پاسخ‌دهندگان، نگرش مثبتی نسبت به اپلیکیشن‌های مبتنی بر AR دارند، مایل به استفاده از آن‌ها برای سفرهای آینده خود بوده و آمادگی دارند تا استفاده از آن‌ها را به دیگران نیز توصیه کنند. بنابراین، این امر می‌تواند فرصتی برای مدیران بازاریابی مقصد باشد تا از این ابزار استفاده کرده و آگاهی از برند مقصد خود را در خلال رکود ناشی از پاندمی کووید 19 حفظ کنند. این تکنولوژی جدید می‌تواند با ایجاد ارزش افزوده برای گردشگران، به مقاصد گردشگری کمک کند.
Introduction: Many businesses were challenged by the outbreak of the Covid-19 pandemic in early 2020 worldwide. Meanwhile, the tourism industry was among those industries that were affected the most by the pandemic, suffering huge losses economically. Therefore, considering the restrictions imposed by governments on tourists’ travels to counter the spread of the virus, turning to virtual tourism can partially compensate for some of the losses incurred in this regard. Goal: Investigating the potential tourists' attitudes toward AR applications, their intention to use them in their future travels, and, similarly, their intention to recommend these applications to others. Methods: The required data were collected via online questionnaires using the convenient sampling method. The research questions were then analyzed via the SPSS software using a binominal test. Findings & Results: The results indicated the positive attitude of the respondents and their high willingness to use and recommend this application to others. Conclusion: The findings of the study suggested that the respondents had a positive attitude towards using AR-based applications and that they were willing to use them for their future travels. Moreover, it was found that they were ready to recommend such applications to others. Therefore, AR technology could be regarded as an opportunity for marketing managers of tourist destinations to use to maintain public awareness of their destinations’ brands during the lockdown imposed upon the outbreak of pandemics such as covid-19. Moreover, this new technology can help flourish tourist destinations by creating added value for tourists.
Abd Rashid, Rashidi Bin. (2017). "Mobile augmented reality tourism applications framework". Thesis of master of Information Technology. Faculty of Computing, University Technology of Malaysia.
Akkaya, Duygo Talih. Akyol, Ayse. & Simsek, Golhayat Golbasi. (2017). "The effect of consumer’ perceptions on their attitude, behavior and purchase intention in social media advertising". Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi. 39: 361-388.
Alalwn, A.A. (2019). "Mobile food ordering apps: An empirical study of the factors affecting customer e-satisfaction and continued intention to reuse". International Journal of Information Management, 50: 28-44.
Aoyuneyong, G. Foster, J. Johnson, E. & Johnson, D. (2016). "Augmented reality marketing: consumer preferences and attitudes towards hypermedia print ads". Journal of Interactive Advertising, DOI: 10.1080/15252019.2015.1125316.
Chen, Chiu Liang. & Wu, Cheng-Chih. (2019)." Students’ behavioral intention to use and achievements in ICT-integrated mathematics remedial instruction: Case study of a calculus course". Computers Education, https://doi.org/10.1016/j.compedu.2019.103740.
Chung, Namho. Lee, Hyunae. Kim, Jin Yung. & Koo, Chulmo. (2017). "The role of augmented reality for experience-influenced environments: The Case of cultural heritage tourism in Korea". Journal of Travel Research, 00(0):1-17.
Chung, Namho. Han, Heejeong. Joun, Youhee. (2015). "Tourists’ intention to visit destination: role of augmented reality applications for heritage site". Computers in Human Behavior. http://dx.doi.org/10.1016/j.chb.2015.02.068.
Espejo-Trung, Luciana Cardoso. Nagin Elian, Sivia Naghib. & De Cerqueira Luz, Maria Aparecia Alves. (2015). "Development and application of a new learning object for teaching operative dentistry using augmented reality". Journal of Dental Education, 7(11):1356-1362.
Finn, Adam. Wang, Luming. Frank, Tema. (2009). "Attribute perceptions, customer satisfaction and intention to recommend e-services". Journal of Interactive Marketing, 23: 209–220.
Gaberli, Umit. (2019). "Tourism in digital age: an explanation for the impacts of virtual, augmented and mixed reality technologies on tourist experiences". Journal of Tourism Intelligence and smartness, 2(2): 61-69.
Hosani, Sameer. Prayag, Girish. Van Der Veen, Robert. Huang, Songshan. & Deesilatham, Siripan. (2016). "Mediating effects of place attachment and satisfaction on the relationship between tourists’ emotions and intention to recommend". Journal of Travel Research: 1-15.
Iihan, Ibrahim. & Celtek, Evrim. (2019). "Mobile marketing: usage of augmented reality in tourism mobil pazarlama:turizmde artırılmış gerçeklik kullanımı". Gaziantep University Journal of Social Sciences, 15(2): 581-599.
Iranmanesh, Ali. & Hadi Najafvandi, Elham. (2013). "The impact of consumer’s attitude on buying behavior". Management and Administrative Sciences Review, 2(4): 360-370.
Joo, Young Joo. Park, Sunyoung. & Lim, Eungene. (2018). "Factors influencing preservice teachers’ intention to use technology: TPACK, teacher self –efficacy and technology acceptance model". Educational Technology & Society, 21(3), 48–59.
Jung, Timothy. Tom-Dieck, M.Claudia. Lee, Hyunae. & Chung, Namho. (2018). " Cross-cultural differences in adopting mobile augmented reality at cultural heritage tourism sites". International Journal of Contemporary Hospitality Management, 30(3): 1621-1645.
Jung, Timothy. & Tom- Dieck, M.Claudia. (2017). "Augmented reality, virtual reality and 3D printing for co-creation of value for visitor experience at cultural heritage places." Journal of Place Management and Development (ISSN: 1753-8335) DOI: 10.1108/JPMD-07-2016-0045.
Jung, Timothy. Chung, Namho. & Leue, M.Cloudia. (2015). “The determinants of recommendations to use augmented reality technologies: The case of a Korean theme park”. Tourism Management, 49:75-86.
Kourouthanassis, Panos. Boletsis, Costas. Bardaki, Cleoptra. & Chasanidou, Dimitra. (2014). “Tourists responses to mobile augmented reality travel guides: The role of emotions on adoption behavior”. Pervasive and Mobile Computing, http://dx.doi.org/10.1016/j.pmcj.2014.08.009.
Liebana-Cabanillas, Francisco. Carvajal-Trujillo, Elena. Villarejo-Ramos, Angel F. & Higueras-Castillo, Elena. (2020)a. “Antecedents of the intention to use NFC mobile applications in tourism”. Journal of Hospitality and Tourism Technology. DOI 10.1108/JHTT-03-2019-0048.
Liebana-Cabanillas, Francisco. Japutra, Arnold. Molinillo, Sebastian. Singh, Nidhi. & Sinha, Neena. (2020)b. “Assessment of mobile technology use in the emerging market: analyzing intention to use m-payment services in India”. Telecommunications Policy, 44. https://doi.org/10.1016/j.telpol.2020.10200.
Li, Tao. & Chen, Yun. (2019). “Will virtual reality be a double-edged sword? exploring the moderation effects of the expected enjoyment of a destination on travel intention”. Journal of Destination Marketing & Management, 12: 15-26.
L-Keckes, Anabel. & Tomicic, Igro. (2017). “Augmented reality in tourism and applications overview”. Interdisciplinary Description of Complex Systems, 15(2), 157-167.
Mc-Lean, Graeme. Osei-Frimpong Kofi. Al-Nabhani, Khalid. & marriot, Hannah. (2020). “Examining consumer attitudes towards retailers' m-commerce mobile applications – An initial adoption vs. continuous use perspective”. Journal of Business Research, 106: 139-157.
Moro, S., Rita, P., Ramos, P. and Esmerado, J. (2019), "Analyzing recent augmented and virtual reality developments in tourism". Journal of Hospitality and Tourism Technology, Vol. 10 No. 4, pp. 571-586. https://doi.org/10.1108/JHTT-07-2018-0059.
Oliviera, Tiago. Thomas, Manoj. Baptista, Goncalo. & Campos, Filipe. (2016). "Mobile payment: understanding the determinants of customer adoption and intention to recommend the technology". Computers in Human Behavior, 16: 404-414.
Rahimi, Roya. Hassan, Azizul. & Tekin, Ozlem. (2017). "Augmented reality apps for tourism destination promotion". DOI: 10.4018/978-1-5225-2449-6.ch011.
Rauschnabel, Philipp . A. Felix, Reto. & Hinsch, Chris. (2019). "Augmented reality marketing: How mobile AR-apps can improve brands through inspiration". Journal of Retailing and Consumer Services, 49: 43-53.
Safari, Riri. Yusra, Deska Setiawan. Hermawan, Deny. Ripmiatin, Endang. & Paradani, Winangsari. (2017). "Mobile application using augmented reality. 5th International Conference on Cyber and IT Service Management (CITSM)". Denpasar, Bali, Indonesia. DOI: 10.1109/CITSM.2017.8089305.
Talukder, Md Shamim. Chiong, Raymond. Bao, Yukun. Malek, Babur Hayat. (2018). "Acceptance and use predictors of fitness wearable technology and intention to recommend: An empirical study". Industrial Management & Data Systems, https://doi.org/10.1108/IMDS-01-2018-0009.
Tahyudin, Imam. Surya Saputra, Dhanar Intan. & Haviluddin. (2015). "An interactive mobile augmented reality for tourism objects at Purbalingga district". TELKOMNIKA Indonesian Journal of Electrical Engineering, 16(3): 559-564.
Tatic, Dusan. & Tesic, Bojan. (2017). "The application of augmented reality technologies for the improvement of occupational safety in an industrial environment". Computers in Industry, 85: 1–10.
Teo, Timothy. & Zhou, Mingming. (2014). "Explaining the intention to use technology among university students: a structural equation modeling approach". J Comput High Educ, 26:124–142.
Tom, Carlos. & Oliveria, Tiago. (2018). "Exploring the influential factors of continuance intention to use mobile Apps: Extending the expectation confirmation model". Information Systems Frontiers, https://doi.org/10.1007/s10796-018-9864-5.
Tom-Dieck, M.Claudia. & Jung, Timothy Hyungsoo. (2017). "Value of augmented reality at cultural heritage sites: A stakeholder approach". Journal of Destination Marketing & Management. http://dx.doi.org/10.1016/j.jdmm.2017.03.002.
Tom Dieck, M.Claudia. Jung, Timothy. & Rauschnabel, Philipp .A. (2018). "Determining visitor engagement through augmented reality at science festivals: An experience economy perspective". Computers in Human Behavior, 10.1016/j.chb.2017.12.043.
Tom Dieck, M.Claudia. & Jung, Timothy. (2016). "Value of augmented reality to enhance the visitor experience: A case study of Manchester Jewish museum". eReview of Tourism Research, 7.
Wei, Wei. (2019). "Research progress on virtual reality (VR) and augmented reality (AR) in tourism and hospitality. A critical review of publications from 2000 to 2018". Journal of Hospitality and Tourism Technology. DOI 10.1108/JHTT-04-2018-0030.
Yousaf, T. & Ali, M. (2018). "Tourism satisfaction & environmental concerns & Tourism in & beyond Dal lake, Kashmir". Journal of Tourism & Hospitality, 7(2). DOI: 10.4172/2167-0269.1000349.
Yung, Ryan. & Khoo-Lattimore, Catheryn. (2019)." New realities: a systematic literature review on virtual reality and augmented reality in tourism research". Current Issues in Tourism, http://hdl.handle.net/10072/371111.
Zhou, Jiawen. & Yamamoto, kayoko. (2016). "Development of the system to support tourists’ excursion behavior using augmented reality". (IJACSA) International Journal of Advanced Computer Science and Applications , 7(7): 197- 209.
https://www.unwto.org/tourism-covid-19 (August, 2020).