Abstract
Jeju Island comes second to only Seoul as Korea’s most visited destination, yet most visitors do not have the chance to go beyond brief visits and immerse themselves in the island’s history and cultural heritage. This project introduces the cultural heritage of Jeju Island to visitors through virtual reality/augmented reality (VR/AR) model visualization technology, namely JejuView, which provides an intuitive way to experience cultural heritage sites on the island. The proposed VR/AR application is designed to introduce a series of heritage spots on Jeju Island through (i) a printed Jeju map with embedded QR code markers that enable viewers to experience the locations without being present at the site, (ii) a mobile device with WebGL supported browser which allows 3D content to be rendered, and (iii) an AR library (A-Frame.io) that enables enthusiasts to recreate similar work. To test the effectiveness of the proposed VR/AR application, the authors conducted an experiment with 251 participants to test the research model based on the technology acceptance model (TAM) and employed generalized structured component analysis (GSCA) for the analysis. Results show that when using sensory new media such as VR/AR, consumers are more focused on the hedonic value than on the utilitarian value of the information. In conclusion, the proposed VR/AR application is complementary to existing studies and provides significant support to researchers, engineers, and designers developing VR/AR technologies for use in cultural education and tourism marketing.
Highlights
The tourism industry plays an important role in promoting local economic development as well as in disseminating the national cultural values of one country to others around the world
To the best of our knowledge, there is no other study that exploits the use of multi-modal virtual reality/augmented reality (VR/augmented reality (AR)) web applications to promote national cultural values, which makes this research a unique contribution. Our study addresses this gap by introducing a comprehensive web-based VR/AR application that helps promote cultural identity by enabling remote tourists to experience some typical places on Jeju Island
In this study we developed the VR/AR application JejuView and used the Technology Acceptance Model to evaluate its effectiveness to advertise the cultural heritage of Jeju Island to potential overseas visitors
Summary
The tourism industry plays an important role in promoting local economic development as well as in disseminating the national cultural values of one country to others around the world. With the help of new media technologies, advertising in tourism has gone beyond giving information; it serves educational as well as entertainment purposes to attract more tourists. By using a device with an attached camera (e.g., binoculars, tablet, smartphone) tourists can recreate lost buildings, see 3D animals running around, travel into the past, or visualize the sculptural heritage [1]. These combinations of multi-modal platforms pave the way for new methods to provide a richer experience to customers
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