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Virtual Reality and Augmented Reality Combination as a Holistic Application for Heritage Preservation in the UNESCO World Heritage Site of Melaka

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Issues relating to the importance and purpose of heritage preservation have been widely discussed in tourism research. Due to natural degradation, development activities, and the overcrowding effect, heritage preservation efforts are becoming more critical to ensure the sustainability of heritage sites. UNESCO’s world heritage committee listed 38 heritage sites and properties as being in danger. In response to the problems, numerous advancement in digital technologies such as virtual reality (VR) and augmented reality (AR) now offer useful applications in heritage preservation. The efforts in preserving heritage sites and objects through VR is not something new as more and more heritage sites and objects from around the world are rendered as 3D models and made virtually accessible. However, a combination of VR and AR may provide alternative form of access to threatened heritage sites and objects that lessen the impacts of visitors’ overcrowding effect but at the same time heightens the overall experience. As such, this conceptual paper aims to propose a conceptual model of VR-AR technological combination as a holistic application for heritage tourism and preservation within the context of the UNESCO world heritage site in Melakaas well as the framework for determining the technology’s potential.
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AbstractIssues relating to the importance and purpose of
heritage preservation have been widely discussed in tourism
research. Due to natural degradation, development activities,
and the overcrowding effect, heritage preservation efforts are
becoming more critical to ensure the sustainability of heritage
sites. UNESCO’s world heritage committee listed 38 heritage
sites and properties as being in danger. In response to the
problems, numerous advancement in digital technologies such
as virtual reality (VR) and augmented reality (AR) now offer
useful applications in heritage preservation. The efforts in
preserving heritage sites and objects through VR is not
something new as more and more heritage sites and objects
from around the world are rendered as 3D models and made
virtually accessible. However, a combination of VR and AR
may provide alternative form of access to threatened heritage
sites and objects that lessen the impacts of visitors’
overcrowding effect but at the same time heightens the overall
experience. As such, this conceptual paper aims to propose a
conceptual model of VR-AR technological combination as a
holistic application for heritage tourism and preservation
within the context of the UNESCO world heritage site in
Melaka as well as the framework for determining the
technology’s potential.
Index TermsVirtual reality, augmented reality, heritage
tourism, heritage preservation, Melaka.
I. INTRODUCTION
Unescapably, heritage sites and objects may suffer from
natural degradation and damages with the passage of time [1].
In addition, the popularity of heritage tourism, especially
those sites listed by UNESCO, may be particularly threatened
due to their world heritage status that attracts significant
number of visitors to the point of detriment [2], [3]. For
instances: rapid growth in tourism at Cambodia‟s Angkor
temples reported a variety of damages, including the
increased of air pollution level to threatening levels [4]. As
such, heritage preservation and restoration efforts are needed
to account for environmental and human factors occurred on
heritage sites and objects [5].
II. LITERATURE REVIEW
A. Technologies in Heritage Preservation
Although many are not available to the public, more and
more heritage sites and objects from around the world are
Manuscript received July 20, 2013; revised October 7, 2013.
Kamarulzaman Ab. Aziz is with the Multimedia University, Malaysia
(e-mail: kamarulzaman.aziz@mmu.edu.my).
now virtually accessible as those are digitized as
three-dimensional (3D) virtual models [5], such as
Michelangelo‟s statues of David [6] and the Florentine Pieta
[7], the Great Buddha carving from Afghanistan [8], the
Terra Cotta Warrior statues in China [9], and many others.
Literatures on benefits of digitizing historical sites and
objects as 3D models have revealed that virtual 3D models‟
capability in storing and providing extremely precise and
accurate data sets that are useful in monitoring degradation
and providing a blueprint for restoration [1], [10].
B. Virtual Reality (VR)
Virtual reality (VR) is defined as “the use of a
computer-generated 3D environment called a virtual
environment (VE) that one can navigate and possibly
interact with, resulting in real-time simulation of one or more
of the user‟s five senses” (p.638) [5]. VR hit the headlines in
the mid of 1980s; now we have virtual objects (universities,
offices, studios, museums, shopping, graveyards, wind
tunnels), virtual characters (actors, doctors, pets), virtual
events (exhibitions), and even virtual sex [11]. The key
characteristic of VR is that the users enter an entirely
immersive world fabricated by the computer system, without
seeing the real world around them [12]. This may display
inside a blank room, headset, or other devices that allow the
users to experience the VE. Increasingly, VR applications
now also offer features like feedback in the form of sound or
touch to allow the users to interact with objects and spaces.
This simulates real-world experiences in an artificial
environment. In preserving heritage, VR offers realistic
experience without risking and damaging the heritage sites
and allow “visitations” to sites with sensitive environment or
situation that are not suitable for crowds [5], [13]. It had been
recognised that in order to decrease site degradation, virtual
tours can be used as an alternative to real visitation as a
solution to the overcrowding effect [1], [13].
C. Augmented Reality (AR)
Augmented reality (AR) is the fusion of real and VR,
creating an illusion that virtual elements generated by
computer are overlapped with real world, in real time [12].
Despite of the similarities shared between AR and VR [14],
AR differs from VR [15]. One of the most significant
differences is that while VR completely immerses users
inside a VE so that they cannot see the real world around
them; AR permits users to see the real world, with
two-dimensional (2D) or 3D images overlapped upon the
real-world images or videos [16]. AR elements are invisible
to one‟s naked eyes; display devices are needed to aid users
Virtual Reality and Augmented Reality Combination as a
Holistic Application for Heritage Preservation in the
UNESCO World Heritage Site of Melaka
Kamarulzaman Ab. Aziz and Tan Gek Siang
International
Journal of Social Science and Humanity, Vol. 4, No. 5, September 2014
333
DOI: 10.7763/IJSSH.2014.V4.374
in viewing the AR elements. The display devices can be as
simple as a computer monitor or a television; or it could be
something more advanced, such as a see-through eyepiece on
a head-mounted display (HMD), or AR glasses. New options
are now becoming available such as handheld devices,
webcams, and more advanced HMDs. There is paucity of
literatures on AR application in heritage preservation.
Reference [17] identified a few archaeological projects that
have incorporated AR such as the Archeoguide project at
Olympia, Greece; Vita project, Sicily; and their own VENUS
project. According to them, AR is applied in two ways; “first
and most obvious way is an on-site or outdoor
augmentation performed on mobile devices as an
„„augmented walkthrough‟‟ (p. 314) [17]; “second way to
apply AR to the archaeological field is an “off-site” or indoor
augmentation” (p. 315) [17].
III. MELAKA - THE UNESCO WORLD HERITAGE CITY
Dubbed as the historical city, Melaka is enriched with the
most valuable historical values. It is the third smallest state in
Malaysia which located at the southern region of the
Peninsular of Malaysia, on the Straits of Malacca. As in 2010,
the total population size is 788,706 people, with population
density of 474 residents per square kilometer (km²) [18].
Melaka is known for its connection with the history of the
Malay Sultanate of Melaka which traced its origin back to
some 600 years ago. During the 16th century, Melaka became
famous due to its strategic location as a major regional
commercial port. This has made Melaka a coveted possession
among the western powers of that era and was subsequently
seized by the Portuguese, Dutch and, English. Being a major
trading port of international importance means that Melaka
was a melting pot of numerous cultures that were brought by
the traders and colonizers, leaving abundance of heritage
assets in Melaka. This has led to Melaka being inscribed by
the UNESCO as one of the world heritage sites on 7th July
2008, together with George Town, the capital of Penang [19].
TABLE I: TOURIST ARRIVALS AND TOURIST RECEIPTS IN MALAYSIA
(2008-2012)
Year
Tourists
arrivals
(million)
Change
(%)
Tourist
Receipts
(RM
billion)
Change
(%)
2012
25.03
1.30
60.6
3.95
2011
24.71
0.53
58.3
3.00
2010
24.58
3.93
56.6
6.00
2009
23.65
7.26
53.4
7.66
2008
22.05
5.15
49.6
7.59
Source: Adapted from Tourism Malaysia (2012)
In 2012, Malaysia attracted 25.03 million of tourist
arrivals and generated RM 60.6 billion of tourist receipts [20].
Tourist arrivals and tourist receipts in Malaysia have been
consistently increased from 2008 to 2012 (see Table I). The
national trend is mirrored at the state level. Reference [21]
revealed that tourist arrivals in Melaka had almost doubled
within the last five years (see Table II), where 7,205,492 and
13,711,134 of tourist arrivals recorded in 2008 and 2012,
respectively. The sharp increment in tourist arrivals signals
the state government on the importance of striking a good
balance between further exploiting the heritage tourism
goldmine and ensuring preservation of the heritage assets for
future generation.
TABLE II: TOURIST ARRIVALS IN MELAKA (2008-2012)
Year
International
Total
2012
3,512,279
13,711,134
2011
3,094,965
12,165,866
2010
2,176,792
10,354,661
2009
1,1611,511
8,905,273
2008
1,201,387
7,205,492
Source: Adapted from Melaka Chief Minister‟s Department
(2013)
Next, this paper proposed a conceptual model of the
technological combination of VR and AR applications as a
holistic application which is hoped in providing desired
solutions for heritage preservation within the context of the
UNESCO world heritage site of Melaka.
IV. A CONCEPTUAL MODEL
Firstly, VR technology will be integrated in governmental
websites, displayed in the form of virtual tours featuring
360-degree panoramic images where tourists could explore
the selected travel destinations. The virtual tour could be
designed to embed text, animation, and original sound tracts;
providing a more attractive and interactive platform of
marketing and promoting the tourism in Melaka.
On the other hand, AR technology will be adopted in an
application where tourists can download from the
governmental website into their 3G mobile devices. The
downloaded AR application is only applicable for use when
tourists are in the tourism spots in Melaka. Characteristics of
the VR-AR technological-combo application are summarized
below (see Table III).
TABLE III: CHARACTERISTICS OF THE VR-AR TECHNOLOGICAL-COMBO
APPLICATION
Characteristics
Technologie
s
virtual reality
augmented reality
Location
Off-site
On-site
Visitation
Before and after actual
visit
During the visit
Platform
website
IOS or Android
Devices
PC, HMDs, etc.
3G mobile devices
Content
Large information
(text, animation,
video, audio, virtual
tour featuring
360-degree panoramic
images)
Bite site information
(text, animation,
video, audio, images
of early years,
suggestions on where
to go next, what to do
next)
Nature
Informative,
interactive, immersive
Informative,
interactive,
immersive
Functions
Marketing tool to
attract tourists, tour
planning prior to visit,
informative and
educational, virtual
visits, post-visit
updates
Marketing tool to
attract tourists,
informative and
educational,
interactive actual
visits, virtual tour
guide
Source: Developed for this study
International Journal of Social Science and Humanity, Vol. 4, No. 5, September 2014
334
A. The VR Portion
The VR portion is proposed and resided in governmental
websites, with specified system architecture linking several
layers (see Fig. 1). When users access the portal, it first
displays eye-catchy animation of images of Melaka‟s
travel-related products (layer 1), follows by index page
which consists of Explore”, “Search”, and “Links” (layer 2).
“Explore” allows users to browse and search for information
as well as visit the travelling sites via virtual tours of
360-degree panoramic images; “Search” enables users to
look for restaurants and shops; “Links” offers hyperlinks to
useful and collaborative websites or applications.
Source: Developed for this study.
Fig. 1. The VR portion.
Travelling sites are classified into several categories for
users to explore: namely “Attractions”, “Restaurants”, “Food
Districts”, “Shops”, “Malls and Street Markets” and, “What‟s
on” (layer 3). If user selects “Attractions”, sub-categories of
tourist attractions are available, such as “History”, “Culture”,
“Entertainment”, “Sports”, “Health”, and “Agro” (layer 4).
Users who are interested in visiting heritage sites, “History”
provides a long list of popular historical places in Melaka
(layer 5); one of those is “Stadthuys Museum Complex”. The
application will provide a brief introduction of history and
uniqueness of the particular heritage site (layer 6). Useful
information such as opening hours, admission fees and
contacts will be provided too. “Map” and “VR 360” are
available at the bottom of layer 6. “Map” displays the
direction to selected travel destination, estimated distance
from the users point, and suggested transportation mode to
get there. On the other hand, “VR 360” provides virtual tours
to users, featuring 360-degree panoramic images of the
selected travel destination (layer 7). With this function, users
are able to look around the environment, side-attractions and
available facilities surround the selected travel destination
rather than 2D images in tour brochures and tourist guide
books.
B. The AR Portion
On the other hand, the AR portion is proposed and resided
in governmental websites, where it is downloadable into
users‟ 3G mobile devices. Similarly, it has specified system
architecture linking several layers (see Fig. 2).
Source: Developed for this study
Fig. 2. The AR portion.
How can the AR application be configured? Users who
own 3G mobile devices can use the application during their
Beginning animation
Index Page
Explore
Links
History
Culture
Entertainment
Sports
Health
Agro
Christ Church
Porte de Santiago
Hang Lo Poh‟s Well
Hang Tuah Mausoleum
Cheng Hoon Teng Temple
Stadthuys Museum Complex
More
Stadthuys Museum Complex
Built between 1641 and 1660, the Stadthuys is the most imposing
relic of the Dutch era in Melaka. It is believed to be the oldest yet still
existing Dutch building in the East, displaying typical features of
Dutch colonial architecture. It was used as the city hall and
Governor‟s residence. This building comprises History and
Ethnography Museum, Admiral Cheng Ho Gallery, Democratic Rule
Museum and Governor Museum.
Opening Hours: 9.00am-5.30pm (Mon-Thurs)
9.00am-9.00pm (Fri-Sun)
Admission Fee: Adult RM5 / Children RM2
Tel: 06-2826526 / 7464
Currency
Convertor
Maps / GPS
Hotel Bookings
Transportation
Useful Contacts
Layer 1
Layer 2
Layer 4
Layer 5
Map
VR 360
Layer 6
(Left image)
(Centre image)
(Right image)
Attractions
(What‟s /
Where)
Layer 3
Search
Restaurants
Shops
VR 360 gives users 360 degrees view of the tourist attraction. There are
several buttons to be experienced by users. When users click on “←” the
center image will turn to left image; when users click on “→”, the left image
will turn to right, showing center image and then right image. It gives users
to look the surroundings of the selected travel destination.
Layer 7
International Journal of Social Science and Humanity, Vol. 4, No. 5, September 2014
335
actual visit in Melaka. The first 2 layers are similar as
described in previous section. When users select the “AR
Mode”, they can use their mobile phone to scan the
surrounding; the AR application recognizes what the camera
is seeing and detects the predefined markers (layer 3). The
system will alert the users of marker detection and AR
function availability by activating the options for users to get
further information of the object detected or even provide
option to view the object as how it was years ago (layer 4).
Upon users‟ selection, the system may provide images,
information and directions depending of where and what they
are viewing through their display device (layer 5).
V. GAUGING THE POTENTIAL
This study aims to explore the potential of VR-AR
technological-combo application for heritage preservation in
Melaka. It is assumed that its potential could only be realized
in the light of users‟ acceptance. Accordingly, this study
adopted the UTAUT developed by [22] as a primary
theoretical framework to examine users‟ acceptance of the
application. However, since the research scope of the study is
in some way varies from the conventional context of users‟
acceptance of information technology (IT), the original
determinants of users‟ intention to use in the UTAUT do not
fully reflect the specific influences of the proposed VR-AR
technological-combo application. As such, this study
incorporated two additional determinants, namely
playfulness expectancy (PL) and perceived content relevance
(PCR). The inclusion of PL into the model is consistent with
[23] in their work to investigate users‟ acceptance of mobile
learning (m-learning); while the addition of PCR in the
UTAUT is in line with [24] in their work to investigate
students behavioural intention to use a computer based
assessment. Fig. 3 illustrates the research framework
developed for this study, where performance expectancy
(PE), effort expectancy (EE), social influence (SI), PL and
PCR are hypothesized to be direct determinants to users‟
behavioural intention (BI) to use the VR-AR
technological-combo application. It is also hypothesized that
gender and age differences would moderate the influence of
these determinants on users‟ BI to use.
Source: Developed for this study
Fig. 3. Proposed research framework.
A. Performance Expectancy (PE)
PE is defined as “the degree to which an individual
believes that using the system will help him or her to attain
gains in job performance (pp. 447) [22]. PE is theorized as
the most powerful determinant in understanding and
predicting an individual‟s BI to use ITs [22], as supported by
prior studies [23]-[27]. However, literatures also revealed a
contradicting result where PE has an indirect effect on BI to
use [28], [29]. Interestingly, the relationship between PE and
BI to use will be moderated by gender difference, where PE
is more salient to male users and strongly influence their
decisions regarding the use of new ITs [22], [26], [30], [31];
but opposed by [23] when no gender difference was found to
exist between PE and BI to use. In addition, the relationship
between PE and BI to use will be moderated by age
difference where PE is more salient to younger users than
older users [22], [30], [31], but opposed by [23], [26] when
no age difference was found to exist between PE and BI to
use. The following hypotheses thus ensue:
H1: There is a positive relationship between PE and BI
to use VR-AR technological-combo application.
H2: PE influences BI to use VR-AR
technological-combo application more strongly for male
users than for female users.
H3: PE influences BI to use VR-AR
technological-combo application more strongly for
younger users than for older users.
B. Effort Expectancy (EE)
EE is defined as “the degree of ease associated with the use
of the system” (p. 450) [22]. EE is theorized as a direct
determinant of individual‟s BI to use ITs [23]-[26], [28], [29],
[32], [33]; but opposed by [27], [34] where EE is found to
have no direct effect on BI to use. Notably, the relationship
between EE and BI to use will be moderated by gender
difference, where EE is more salient to female users and
strongly influence their decisions regarding the use of new
ITs [22], [31], but opposed by [23], [26]. Furthermore, the
relationship between EE and BI to use will be moderated by
age difference, where EE is more salient to younger users
than older users [22], [30], [31], but opposed by [23], [26].
Hence, the following hypotheses are generated:
H4: There is a positive relationship between EE and BI
to use VR-AR technological-combo application.
H5: EE influences BI to use VR-AR
technological-combo application more strongly for
female users than for male users.
H6: EE influences BI to use VR-AR
technological-combo application more strongly for
younger users than for older users.
C. Social Influence (SI)
SI is defined as the degree to which an individual
perceives that important others believe he or she should use
the system” (p. 541) [22]. SI is theorized as a direct construct
of individual‟s BI to use ITs [23], [25]-[27], [29], [32], [34],
but opposed by [24], [28] where SI is found to have no direct
effect on BI to use. Remarkably, an unexpected finding was
found by [23] where SI is more significant for male users
than female users, which contrary with prior research where
International Journal of Social Science and Humanity, Vol. 4, No. 5, September 2014
336
SI is found to be more salient for female users than male users
[22], [26], [30]. Moreover, the relationship between SI and
BI will be moderated by age difference where SI is found to
be more salient to older users than younger users in the use of
new ITs [22], [23], [30], [31], but opposed by [26]. Hence,
the arguments lead to the construction of the following
hypotheses:
H7: There is a positive relationship between SI and BI to
use VR-AR technological-combo application.
H8: SI influences BI to use VR-AR
technological-combo application more strongly for
female users than for male users.
H9: SI influences BI to use VR-AR
technological-combo application more strongly for older
users than for younger users.
D. Playfulness Expectancy (PL)
The studies of the influence of PL on users‟ BI to use new
ITs have been validated in a variety of applications:
m-learning [23], web portal [35] and World Wide Web [36].
Past researches have confirmed that PL has a strong influence
on BI to use ITs [23], [28], [35], [36]. Prior studies suggested
that there is significant gender difference in attitudes towards
computer, with male users performing better than female
users [37], [38], but opposed by [23]. Therefore, it is believed
that PL of VR-AR technological-combo application will
influence BI to use more strongly for male users than female
users. Likewise, prior studies investigating computer use
among adults revealed that the older the individual, the less
interest they are likely to have [39]. Consequently, it is
expected that the influence of PL on BI to use will be
moderated by age, such that the effect will be more strongly
for younger users than older users; but opposed by [23]
where no age difference was found to exist between PL and
BI to use. Thus, the following hypotheses are developed.
H10: There is a positive relationship between PL and BI
to use VR-AR technological-combo application.
H11: PL influences BI to use VR-AR
technological-combo application more strongly for male
users than for female users.
H12: PL influences BI to use VR-AR
technological-combo application more strongly for
younger users than for older users.
E. Perceived Content Relevance (PCR)
PCR must be precise [40]-[42], meet users‟ needs [40],
[41], [43], sufficient [40], [41], [43], [44], up-to-date
[42]-[44], and useful [28], [43], [44]. To our best knowledge,
incorporating in UTAUT model, content is a determinant that
was initially introduced to examine students‟ acceptance of
computer based assessment, but the study found that there is
no direct effect of PCR on users‟ BI to use [28]. A recent
study tested users‟ satisfaction on virtual tours of selected
tourist attractions in Thailand revealed that users were found
to be highly satisfied with the accuracy, current and
reliability of the content displayed [42]. As such, it is worthy
to study the impact of PCR in VR-AR technological-combo
application. However, there is absent of literature
investigating on the gender and age difference on PCR. It is
reasonably due to PCR is objective rather than subjective
measurement, where gender and age has insignificant impact
on the judgement of PCR. As such, in the context of our study,
the impact of gender and age difference is eliminated. Hence,
one hypothesis is developed:
H13: PCR has a positive effect on BI to use VR-AR
technological-combo application.
VI. CONCLUSION
The proposed VR-AR technological combination as a
holistic application for heritage preservation in Melaka not
only may provide an alternative form of access to threatened
heritage sites and objects that lessen the impacts of visitors‟
overcrowding effect, but at the same time heighten the
overall travelling experience. The combined-technologies
offer interactions before, during and after the visits; online
and offline access; real, augmented and virtual feeds; as well
as preservation, marketing and educational tools. Thus, it is
truly a holistic solution for heritage preservation in the
context of UNESCO world heritage site of Melaka. The
proposed research framework will help to determine the
application‟s potential by determining the target users‟
acceptance level.
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Kamarulzaman Ab. Aziz was born in Johore,
Malaysia. He holds a B.Eng (Hons) and M.Sc.
(Technology Management) from University of
Manchester, United Kingdom. Then, he received his
Ph.D. (Management) from Multimedia University,
Malaysia. He is currently an Associate Professor, and
serves as the Deputy Dean (Research and
Development) in Faculty of Management, Multimedia
University, Malaysia. His research interest includes
Cluster Development, Technology and Innovation Management,
Entrepreneurship and Commercialization.
Tan Gek Siang was born in Melaka, Malaysia on 14th
January, 1987. He holds a B.B.A. (Hons) in Marketing
Management from Multimedia University, Malaysia in
2012. Currently, he is a candidate of Master of Philosophy,
and serves as a Merit Graduate Research Assistant in the
Faculty of Business, Multimedia University, Malaysia.
His current research focuses on user‟s acceptance of
IT-related applications, virtual reality, and augmented reality.
International Journal of Social Science and Humanity, Vol. 4, No. 5, September 2014
338
... Using digital models in electronic games and making them available in VR would make their use on Facebook (a social media application) more accessible [3]. VR is a computer-generated 3D environment that can be navigated, allowing users to interact in real time, simulating some of their senses [4]. Despite their similarity, AR enables users to see the real world, which overlaps with other computer-generated information. ...
... This technology can help understand and assimilate the fine details in these sites and the historical construction methods and technology used in building structures [61]. AR tools are added to a VR model to create more accurate scenes, such as furniture, lights, or new construction elements that overlap the virtual and real worlds [4]. AR differs from VR in that it can present an image of the building after conservation or modification by adding new elements to help evaluate decisions and maintain its suitability, adding all new features that help assess the reuse operations and their suitability for the building, enabling BIM. ...
... In conclusion, it can be said that AR allows users to perceive the real world rather than the virtual world presented through VR [4]. Mixed reality (MR) integrates various technologies to create novel virtual imagery. ...
... This abstraction is shared with other technology acceptance model concepts such as "perceived usefulness" or "utility expectancy" (Lee et al., 2019). PE is the most compelling factor that explains and predicts a user's Behavioral Intentions (BI) to use a specific information technology (Aziz and Siang, 2014) and AR technology (Khashan et al., 2023). A similar construct of "perceived usefulness" indicated the customers' confidence that a specific fashion technology will help them perform better on related tasks (Tzou and Lu, 2009). ...
... As expected and consistent with the extant literature (Aziz and Siang, 2014), performance expectancy (PE) emerged as a significant mediator for the positive influence of the habit of using AR on behavioral intentions. Often, performance expectations are the only strong predictor of US consumers' intention to continue using mobile shopping (Basu, 2023;Lu et al., 2017). ...
Article
Purpose Building on technology acceptance and learning transfer theories, this study aims to evaluate the integration of mobile augmented reality (MAR) in omnichannel retailing touchpoints for Generation Z (or Gen Z)'s apparel shopping, assessing how habitual augmented reality (AR) use in nonretailing contexts impacts Gen Z's motivations, acceptance and use of MAR shopping apps. Design/methodology/approach A total of 562 participants downloaded a footwear MAR app and completed a survey. Data were analyzed using confirmatory factor analysis and multivariate regression to explore moderated mediation effects. Findings The study reveals a paradigm shift: Gen Z's habitual use of AR in social media (e.g. Snapchat and TikTok face filters) significantly influences their intent to use MAR in shopping, overshadowing hedonic motivations. This marks a transition from AR as a gimmick to a practical utility in omnichannel touchpoints, with performance expectancy emerging as a critical mediator in adopting MAR for utilitarian purposes. Research limitations/implications This study highlights how Gen Z consumers’ tech habits influence their pragmatic view of MAR, urging re-exploration of the main constructs of the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model. Practical implications Findings suggest Gen Z values practicality over fun in MAR shopping apps, guiding marketers to emphasize tangible benefits for this demographic. Originality/value This research underscores the evolving perception of AR in retail among mobile natives, highlighting the shift from novelty to habitual utility. It offers strategic insights for integrating AR into omnichannel strategies, catering to the utilitarian expectations of Gen Z in the digital retail landscape.
... Doğal ve Kültürel Miras Alanların Korunmasında Sanal Gerçeklik Sürdürülebilir turizmde, ekonomik sürdürülebilirlik sağlanırken kültürel, biyolojik, ekolojik, çevresel ve estetik kaynakların korunması zorunlu bir gerekliliktir (Sonuç, 2014). Aşırı turizm bir destinasyondaki yerel halk ve turistlerin yaşam kalitesini olumsuz yönde etkilemektedir (Öztürk, 2020 (Aziz ve Siang, 2014). ...
Chapter
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Sanal gerçeklik (VR) teknolojileri, günümüzde kullanım alanı hızla genişleyen yenilikçi teknolojiler arasında yer almaktadır. Geleneksel uygulamaların ötesine geçerek, özellikle turizm ve rekreasyon sektörlerinde farklı amaçlarla kullanılmaya başlanmış olan VR, devrim niteliğinde değişimlere yol açmaktadır. Geçmişten günümüze sanal gerçeklik teknolojileri, sürekli evrim geçirerek daha sofistike ve kullanıcı dostu özellikler kazanmış, böylece hem bireysel kullanıcılar hem de endüstri profesyonelleri için daha erişilebilir hale gelmiştir. Sanal gerçeklik alanında gerçekleşen her bir teknolojik gelişme, turizm ve rekreasyon araştırmacılarına ve uygulama geliştiricilere yeni fırsatlar sunmuş, bu alanlarda yenilikçi çözümler geliştirilmesine zemin hazırlamıştır. Özellikle gelişen teknoloji ile birlikte, VR uygulamaları öncelikle oyun ve eğlence sektöründe önemli bir değişim yaratmıştır. Bu değişim, sadece oyun deneyimini zenginleştirmekle kalmamış, aynı zamanda kullanıcıların eğlence ve boş zaman tercihlerini de köklü bir şekilde değiştirmiştir. Geleneksel oyun konsolları ve bilgisayar tabanlı oyunlardan farklı olarak, sanal gerçekliğin sağladığı var olma hissi, kullanıcıların oyun deneyimini derinleştirerek daha etkileşimli ve sarmalayıcı bir ortam sunmuştur. Sanal gerçekliğin kullanıcıya sunduğu bu benzersiz deneyimler, turizm ve rekreasyon alanında faaliyet gösteren işletmelerin ve bu alanda çalışan araştırmacıların ilgisini çekmiştir. Buna paralel olarak VR’nin potansiyeli sadece eğlence sektörü ile sınırlı kalmayarak, turizm eğitimi, sağlık, turizm pazarlaması ve rekreasyon gibi çeşitli alanlarda da etkin bir şekilde kullanılmaya başlanmıştır. Bu kitap bölümünde, öncelikle sanal gerçeklik teknolojisinin temel tanımı yapılmıştır ve yıllar içerisinde bu teknolojinin nasıl bir değişim ve gelişim sürecinden geçtiği detaylı bir şekilde ele alınmıştır. Ardından, sanal gerçeklik teknolojisinin farklı türleri ve bu türlerin birbirlerinden nasıl ayrıldığı üzerinde durulmuştur. Turizm ve rekreasyon alanlarında VR teknolojilerinin hangi amaçlarla kullanıldığına dair kapsamlı örnekler sunularak, bu teknolojilerin sektöre olan katkıları somut bir şekilde gösterilmiştir. Son olarak araştırmacılar ve sanal gerçeklik uygulama geliştiricileri için VR uygulamalarını tasarlarken ve kullanırken ihtiyaç duyabilecekleri araçlar, karşılaşabilecekleri potansiyel problemler ve VR kullanımında dikkat edilmesi gereken önemli hususlar hakkında kapsamlı bilgiler verilmiştir.
... Virtual reality is defined as 'the use of a computer-generated 3D environment -called a virtual environment (VE) -that one can navigate and possibly interact with, resulting in real-time simulation of one or more of the user's five senses' (Guttentag, 2010, p. 638). The key characteristic of VR is that the users enter an entirely immersive world fabricated by the computer system, without seeing the real world around them (Cawood and Fiala, 2007) generating experiences in a virtual environment (Aziz and Siang, 2014). Although the notion of VR has existed since the 1930s, its knowledge, demand, and proliferation inside the consumer market has not occurred until recently, motivated mainly by the increased investment of high-quality consumer products such as VR headsets from companies such as Google, Facebook, and Samsung. ...
... Meanwhile, most of the digital preservation efforts were mostly involved content of tangible cultural heritage such as artifact [12,16] instead of intangible especially on historical event chronology. VR projects in Malaysia also focus more on recreation of heritage site [17] and reconstruct architectural heritage building [18][19]. In fact, with immersive and interactive of VR features', more research on conveying historical event, moment, situation, or process could be explored [20] and evaluated from immersion and aesthetic dimension. ...
Article
Full-text available
This study intends to explore the potential of integrating of two major theories that stemmed from two entirely different disciplines, namely the human-computer interaction and the arts. Indeed, there are vast gaps when two different theories, such as technology and art, are to be unified to develop a new element that complements to both disciplines. Empirically, virtual reality as immersive technological innovations are progressively developed and evaluated among various disciplines. Virtual reality technically is customarily to immersive experience as a measurement tool while virtual three-dimensional animated environment in virtual reality is an aesthetic object that requires an aesthetic-friendly method as its measurement tool. The proposition of evaluation is to measure the user immersive experience and aesthetic experience when dealing with an art object that imbues with digital technology. Therefore, an integrative multidimensional evaluation is required to evaluate virtual reality environment. This study uses scientific literature survey which research papers are retrieved from Google Scholar, ScienceDirect, and Scopus. Thus, this paper reports on the potentials of integrating the immersive experience and aesthetic experience theories to evaluate a virtual reality historical event. It explains the concept of immersive experience and aesthetic experience in immersive virtual reality applications in general and museum digital preservation practices in particular. Then focuses on the concept idea of how to integrate immersive experience and aesthetic experience in virtual reality historical event application by discovering the construct and element from both theories. Thus, the finding unveils the possibilities of integration immersive experience and aesthetic experience in terms of integrating the construct and elements, contributing to contemplate new possibilities and discoveries in both fields and become catalysts for future research. This initial concept idea could become fundamental conceptual design reference of developing virtual reality system in museum context used by designers, developers and museum professionals. In the conclusion, this study concluded that there is a significant and lucrative potential to integrate both theory in developing immersive virtual reality systems. Hence recommend to a new integrative framework development that is applicable to immersive product development.
... Regarding (2) and Bec et al. (2021) integrated VR, Augmented Reality (AR) and mixed reality (MR) to develop original systems that visualized spatiotemporal information related to sightseeing spots including world heritage sites and guided users to points of their interests in tourist destinations in the VR spaces [35][36][37][38][39][40]. In this academic field, as the studies developed original 3D models, the development of the systems took a very high cost. ...
Preprint
Full-text available
It is important that both static and dynamic information is efficiently used to create a suitable tourism plan. However, collecting, accumulating and managing dynamic information can cost tourists time, money and energy. The present study developed an original tourism support system was designed and developed with the purpose of reducing the burden of tourists who are unfamiliar with the tourist destinations in particular. An original tourism planning support system and web-geographic information systems (Web-GIS) were integrated into a single system, and two original functions were implemented. The system was operated targeting Osaka City, Japan for a period of one month. The information concerning 529 sightseeing spots was collected from tourism-related web media and then saved to the database of the system beforehand. During the operation period, a cumulative total of 160 users accessed the system. Based on the questionnaire survey results, most of the main functions were highly rated regardless of users’ travel experiences to the operation target area. Additionally, based on the access log analysis results, it was clear that the use of the system was in line with the purpose of the present study, as the number of visits to the page for the main functions were high.
... Multi-modal text resources are widely used for VR book design. It refers to the form in which content is read in a way that is transmitted as more than one resource but also includes handwriting, pictures, videos, animations, and audio, which is more effective in reading comprehension and communication [22] . The resources used in VR book design include [23] : (1) 2D static footage, such as photos, paintings, sketches, texts, ordinances, and so on; (2) 2D dynamic content, such as videos and animations; (3) 3D content, such as 3D static models (physical objects, environment), 3D dynamic models (animations, 3D videos); (4) sounds, such as background music, spatial music (3D sound depends on the reader' position and action), and interactive sounds. ...
Article
Full-text available
Virtual Reality (VR) books are one of the most innovative publishing products for improving reading comprehension and lifelong reading skills for mass readers. As an industry perspective paper, we summarize the current advances in VR books including their themes, interface design, distribution channels, and the problems and difficulties they face. Readers will be able to gain an understanding of VR book publishing through this enriching introduction.
... Previous studies discussed the integration of augmented reality in heritage preservation (Naai-Jung Shih, 2021), (Kolivand et al., 2018) , (Boboc et al., 2022), (Aziz & Siang, 2014), (Yongtian Wang, 2009) and (Digital Workflows for Heritage Conservation, 2017), Nguyen (Nguyen, 2023) argues that In the coming years, augmented reality will be more widely accessible, and more people will be eager to use it. For the purpose of promoting local public awareness of historical sites using the intelligence model obtained to produce virtual tours, organizations and businesses started to use this technology in the field of cultural heritage to provide more realistic experiences for tourists and museum visitors. ...
... AR allows its users to see the real world. AR elements cannot be seen with naked eyes, and imaging devices are needed to help AR users view AR elements (Ab Aziz & Siang, 2014). As the speed of AR adoption increased, cultural heritage areas began to focus on the opportunities offered by this new and innovative technology. ...
Chapter
Full-text available
In a destination that cares about information technologies and can keep up with new technological developments, it may be possible to provide that tourism resources are used correctly, not destroyed, and transferred to future generations. From this point of view, it can be said that technology has strategic importance in the production, development, marketing, and future existence of a destination or a tourism product in sustainable tourism. In addition, technological innovations developed in the service sector such as tourism can also provide the renewal of the products. Creating added value of the product is the core of the innovation process and is very important. Therefore, it is important to use information technologies to create alternative tourism types such as soft tourism developed as alternative to the environmental destruction of mass tourism, and rural tourism and farm tourism within the scope of ecotourism based on the creation of economic opportunities. Thus, the positive economic impacts of tourism by developing a new product and also using of ithe resources without being destroyed by eliminating environmental adverse effects can be sustained. In this context, the purpose of the research is to examine sustainable tourism practices in tourism destinations in Asia, and to reveal the importance of technological applications in terms of sustainable tourism, and to make recommendations to destinations for developing technology-based sustainable tourism applications
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It is important that both static and dynamic information is efficiently used to create a suitable tourism plan. However, collecting, accumulating and managing dynamic information can cost tourists time, money and energy. In the present study, an original tourism support system was designed and developed with the purpose of reducing the burden of tourists who are unfamiliar with the urban tourist destinations in particular. An original tourism planning support system and web-geographic information systems (Web-GIS) were integrated into a single system, and two original functions were implemented. The system was operated targeting Osaka City, Japan, for a period of one month. The information concerning 529 sightseeing spots was collected from tourism-related web media and then saved to the database of the system beforehand. During the operation period, a cumulative total of 160 users accessed the system. Based on the questionnaire survey results, most of the main functions were highly rated regardless of users’ travel experiences to the operation target area. Additionally, based on the access log analysis results, it was clear that the use of the system was in line with the purpose of the present study, as the number of visits to the page for the main functions were high.
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This paper adapts and validates instruments (i.e. accuracy, ease of use, reliability, timeliness, content, format, and satisfaction) for measuring end-user computing satisfaction (EUCS) of computerized accounting system (CAS) in government sector (responsibility centre). The research was conducted using a set of questionnaire to 90 public sector's staffs that using CAS. Descriptive analysis and factor analysis were employed in this study to measure and validate the factors contributing to end-user computing satisfaction. The finding of this study verifies that a revised instrument with some changes to the EUCS instruments is still valid in measuring user satisfaction. We found that most of the factor loading for each item is above 0.7, which support the Doll and Torkzadeh model (1988).
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Authority for the Protection of the Site and the Management of Angkor and the Region of Siem Reap (APSARA), Cambodia. Abstract The characteristics of ambient particle-bound polycyclic aromatic hydrocarbons (PAHs) in the Angkor monument area of Cambodia were studied to evaluate the status of air pollution and the influence of possible emission sources. Ambient particulates were sampled at four sites during the same seasons: Angkor monument area, including Angkor Wat, in Siem Reap city, along a main road, and on a small hill beside Lake Tonle Sap. Monitoring of ambient particles in the city and Angkor Wat were conducted on a continuous basis. Meteorological data were continuously monitored at two sites to evaluate the role of wind in the transport of pollutants. The concentrations of total suspended particulates (TSP), PAHs and heavy metals were analyzed to examine the influence of anthropogenic emissions, as well as contributions from soil and miscellaneous particles. Profiles of 15 PAH compounds were compared to determine the influence of wind direction on the seasonal characteristics of PAHs. TSP concentration proved to be proportional to the sum of the concentrations of Al, Ca and Fe, which were the major metals present in particles, regardless of location and season. The mass fraction of PAHs with 4-6 rings in Angkor Wat was almost equal to, or larger than, that found in the city. During the rainy season's southwest monsoon, the PAH profile in Angkor Wat was similar to that found in the city, while it was similar to that found in the rural areas during the dry season's north, or northeast, monsoon. This indicates that in the rainy season air pollutant transport from the city to the monument is an important factor. PAH concentration in Angkor Wat was similar to that measured in Bangkok, indicating a serious air pollution situation.
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Parental separation can be psychologically distressing for families—particularly when conflict between parents is high. In Australia, reforms to Family Law legislation have introduced mandatory mediation, which has increased the need for community-based family dispute resolution (FDR) services. Providers have responded to these needs with innovative solutions, including online computer-assisted mediation technologies. We evaluated the unified theory of acceptance and use of technology (UTAUT) within the context of an Australian online family dispute resolution (OFDR) system. The model was extended to include trust and personal web innovativeness, which we proposed would be implicated in the intentions of staff to use a family mediation service. A cross-sectional web-survey methodology was employed to collect data from 127 staff in the implementation organization. The measurement and structural models were evaluated with partial least squares (PLS) modeling and the results provided some support for our hypotheses. Specifically, the core UTAUT model was partially validated in this context. Moreover, effort expectancy mediated the effects of trust in technology on behavioral intention. Contrary to expectations, trust in the organization and innovativeness did not produce significant effects on intention. Practically, these results suggest that pre-contemplation technology acceptance research can have utility for change management and system design.
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This study explores the process of adoption of new information technologies by the users of rural tourism services and, more concretely, the underlying psychological factors of individuals that explain their intentions to make bookings or reservations directly through the websites of the rural accommodations (online purchase intentions). Based on the Unified Theory of Acceptance and Use of Technology (UTAUT), this study establishes a theoretical model that includes five explanatory variables of the online purchase intention: performance expectancy, effort expectancy, social influence, facilitating conditions, and innovativeness. The empirical results obtained in a sample of 1083 tourists that had previously visited several websites of rural accommodations suggest that the online purchase intention is positively influenced by: 1) the levels of performance and effort expected with regard to the transaction; and 2) the level of innovativeness of users. In addition, the innovativeness construct has a moderating effect on the relationship between performance expectancy and online purchase intention.
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The importance of information kiosk development and implementation in the context of E-Government policies has been discussed in previous research. While many governments are today making considerable investments to implement information kiosks, previous research suggests that citizens may not use information kiosks in spite of their availability. However, the successful implementation of information kiosks depends significantly on whether or not citizens are willing to adopt the new information technology (IT). Therefore, based on the Unified Theory of Acceptance and Use of Technology (UTAUT), this study investigates the determinants of use behavior regarding information kiosks and the moderating effects of age and gender differences on the relationships between the determinants and behavioral intention/use behavior. Data collected from 244 respondents in Taiwan were tested against the research model using structural equation modeling techniques. The results partially support the applicability of the UTAUT in the context of information kiosks. The findings of this research provide several prominent implications for the research and practice of information kiosk development and implementation.
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Augmented reality (AR) is a novel human–machine interaction that overlays virtual computer-generated information on a real world environment. It has found good potential applications in many fields, such as military training, surgery, entertainment, maintenance, assembly, product design and other manufacturing operations in the last ten years. This paper provides a comprehensive survey of developed and demonstrated AR applications in manufacturing activities. The intention of this survey is to provide researchers, students, and engineers, who use or plan to use AR as a tool in manufacturing research, a useful insight on the state-of-the-art AR applications and developments.
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Executive information systems (EIS) are now successfully providing computer support for senior executives in a growing number of organizations. Previous attempts to support senior executives are discussed with a focus on why these attempts failed and ...