The Hypothesis
With the rise of more accessible VR headsets, through this intervention we hope to explore our hypothesis that VR can encourage a higher interest in tourism than standard video. For this particular intervention, we have choose to focus on the Giants Causeway in particular and aim to gain insight into how different forms of media such as VR could benefit the tourism industry.
The Methodology
For this intervention, we set up two separate rooms both showcasing tourism videos of the Giants Causeway. In the first room, we displayed standard video on an iMac and in the second room we displayed a video on the Oculus Rift VR headset. We then selected 20 students from our class at random which consisted of 11 females and 9 males. They were the split into groups of 10. The first ten experienced a Giants Causeway Tourism video in VR and the second ten experienced a standard Giants Causeway Tourism video on the iMac. Following both of these experiences, the individuals were asked to fill in a short survey, which was tailored to the form of video they experienced during the intervention.
With the rise of more accessible VR headsets, through this intervention we hope to explore our hypothesis that VR can encourage a higher interest in tourism than standard video. For this particular intervention, we have choose to focus on the Giants Causeway in particular and aim to gain insight into how different forms of media such as VR could benefit the tourism industry.
The Methodology
For this intervention, we set up two separate rooms both showcasing tourism videos of the Giants Causeway. In the first room, we displayed standard video on an iMac and in the second room we displayed a video on the Oculus Rift VR headset. We then selected 20 students from our class at random which consisted of 11 females and 9 males. They were the split into groups of 10. The first ten experienced a Giants Causeway Tourism video in VR and the second ten experienced a standard Giants Causeway Tourism video on the iMac. Following both of these experiences, the individuals were asked to fill in a short survey, which was tailored to the form of video they experienced during the intervention.
Group one consisted of the ten students which experienced their video through the use of VR project which were then asked questions within their survey which included ‘which type of VR headset they have used if any’ and ‘whether or not they found the experience positive’. To end the survey, they were then asked the likelihood of them visiting the Giants Causeway as a result of view the tourism video on the Oculus Rift.
Group two consisted of ten students who experienced the standard form video on the iMac. Within their survey they were asked questions such as’ which platforms they consumed video media on’ and ‘how they felt after experiencing the video’ among others. At the end of their survey, they too were asked about the likelihood of them visiting the Giants Causeway as a result of view the tourism video on the iMac.
Group two consisted of ten students who experienced the standard form video on the iMac. Within their survey they were asked questions such as’ which platforms they consumed video media on’ and ‘how they felt after experiencing the video’ among others. At the end of their survey, they too were asked about the likelihood of them visiting the Giants Causeway as a result of view the tourism video on the iMac.
"Virtual reality (VR) offers tourism many useful applications that deserve greater
attention from tourism researchers and professionals."
(Guttentag, 2009)
attention from tourism researchers and professionals."
(Guttentag, 2009)
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Findings
Within Group One, there was a clear difference between those who had experience VR in comparison to those who had not. The students who were experiencing VR for the first time during our intervention where more likely to simply look straight ahead or have limited left to right head movements during their experience. In comparison, the students who had previously experienced VR before the intervention where much more to look around themselves and to use the full 360 view which the Rift granted allowing for full immersion. Those who made use of the Rifts 360 capacity where more likely to react to the experience in a positive manner compared to those who had not.
Within Group Two, as all the participating students were sat in the room, experiencing the video together it was interesting to see their reactions to particularly sections of footage with in the video. When they enjoyed something they often turned to whomever was sitting beside them to comment or smile. When the participants were interested into sections they also tended to lean in to the screen.
Findings
Within Group One, there was a clear difference between those who had experience VR in comparison to those who had not. The students who were experiencing VR for the first time during our intervention where more likely to simply look straight ahead or have limited left to right head movements during their experience. In comparison, the students who had previously experienced VR before the intervention where much more to look around themselves and to use the full 360 view which the Rift granted allowing for full immersion. Those who made use of the Rifts 360 capacity where more likely to react to the experience in a positive manner compared to those who had not.
Within Group Two, as all the participating students were sat in the room, experiencing the video together it was interesting to see their reactions to particularly sections of footage with in the video. When they enjoyed something they often turned to whomever was sitting beside them to comment or smile. When the participants were interested into sections they also tended to lean in to the screen.
"From a marketing perspective, VR has the potential to revolutionise the promotion and selling of tourism. "
( Williams & Perry Hobson, 1995)
Limitations
In preparation of the intervention we were unfortunately under a tight schedule that did not allow for Ryan and I to film the footage and create the videos ourselves therefore we utilised pre-existing footage online. However, this solution to our timeframe issue was came with an issue of its own. Unfortunately to quality of the video 360 video which was manipulated to be shown on the Rift was relatively low in comparison to the standard form video, giving it a slight disadvantage during our intervention.
Something we also did not anticipate when using pre-existing video was the impact of the soundtracks in both videos were different and there for had an impact on the emotions of which the elicited. Again, in this case the standard form video was at an advantage as it had a more cinematic soundtrack than the 360 video shown on the Rift however the results showed no mention that the quality had inhibited the participants experience.
After completing intervention and collecting the data from the surveys it was clear to see that we had limited ourselves in terms of the depth in which we could have explored the topic to gather more comprehensive data on the topic. Opening up to questions on issues such as sound and video quality.
In preparation of the intervention we were unfortunately under a tight schedule that did not allow for Ryan and I to film the footage and create the videos ourselves therefore we utilised pre-existing footage online. However, this solution to our timeframe issue was came with an issue of its own. Unfortunately to quality of the video 360 video which was manipulated to be shown on the Rift was relatively low in comparison to the standard form video, giving it a slight disadvantage during our intervention.
Something we also did not anticipate when using pre-existing video was the impact of the soundtracks in both videos were different and there for had an impact on the emotions of which the elicited. Again, in this case the standard form video was at an advantage as it had a more cinematic soundtrack than the 360 video shown on the Rift however the results showed no mention that the quality had inhibited the participants experience.
After completing intervention and collecting the data from the surveys it was clear to see that we had limited ourselves in terms of the depth in which we could have explored the topic to gather more comprehensive data on the topic. Opening up to questions on issues such as sound and video quality.
"To a certain extent, the product may also be a protection of fragile environment
and a release of tourism pressure in large populated country such as China."
(Pengfei, Ying & Xiuying, 2014)
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"One of the most valuable services in VR will be for travellers to recreate their trips when they return:
the ‘re-experience’ market will be one of the largest new travel markets."
(Lundy, 2015)
The possibilities of expanding this intervention
If we were to complete this task again I would defiantly aim to produce my own video work so that the videos would be of identical shots, sound and quality so the only differentiation is how they are displayed. It would also be useful to carry this intervention out on a much grander scale to see if there is a positive response elicited with other well-known tourism hotspots with a wider range in age of participants. From this it would also benefit to further the research of the intervention by carrying out one-on-one interviews to gain a deeper understanding of the impact VR could have on the tourism industry.
Another interesting route to continue would be to see if VR experience could reduce the amount of tourism footfall particularly in vulnerable areas such as the great barrier reef etc. whilst allowing those who do not wish to travel to view these hotspots also.
If we were to complete this task again I would defiantly aim to produce my own video work so that the videos would be of identical shots, sound and quality so the only differentiation is how they are displayed. It would also be useful to carry this intervention out on a much grander scale to see if there is a positive response elicited with other well-known tourism hotspots with a wider range in age of participants. From this it would also benefit to further the research of the intervention by carrying out one-on-one interviews to gain a deeper understanding of the impact VR could have on the tourism industry.
Another interesting route to continue would be to see if VR experience could reduce the amount of tourism footfall particularly in vulnerable areas such as the great barrier reef etc. whilst allowing those who do not wish to travel to view these hotspots also.
References
- Guttentag, D. (2010). Virtual reality: Applications and implications for tourism. Tourism Management, 31(5), pp.637-651.
- Huang, Y., Backman, K., Backman, S. and Chang, L. (2015). Exploring the Implications of Virtual Reality Technology in Tourism Marketing: An Integrated Research Framework. International Journal of Tourism Research, 18(2), pp.116-128.
- National Trust (2017). 360 at the Giant's Causeway!. [video] Available at: https://www.youtube.com/watch?v=6JHrst7ZgNg [Accessed 15 Nov. 2018].
- Triovia Media Limited (2015). Giants Causeway Drone Footage | Causeway Coast. [video] Available at: https://www.youtube.com/watch?v=PL-A36CcdYQ [Accessed 15 Nov. 2018].
- Virtual Reality in Tourism. (2018). Chapter 10: References. [online] Available at: http://www.virtual-reality-in-tourism.com/overview-references/ [Accessed 15 Nov. 2018].
- Williams, P. and Hobson, J. (1995). Virtual reality and tourism: fact or fantasy?. Tourism Management, 16(6), pp.423-427.