Tourism 4.0 technologies and tourist experiences: a human-centered design perspective
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Tourism 4.0 technologies and tourist experiences: a human‑centered design perspective Uglješa Stankov1 · Ulrike Gretzel2 Received: 14 June 2020 / Revised: 16 July 2020 / Accepted: 20 July 2020 © Springer-Verlag GmbH Germany, part of Springer Nature 2020
Abstract Building on the momentum of Industry 4.0 developments in production and manufacturing, the tourism-specific concept of Tourism 4.0 currently fuels visions of similar technology-based transformations towards highly interconnected and phygital systems in the tourism industry. There is an implicit assumption that the technological innovations of Tourism 4.0 work better for the benefits of tourists. However, even marvels of tourism information technology often come with a serious lack of human-centered design. The unprecedented speed of development and implementation of Tourism 4.0 technology further adds to this neglect. In addition, traditional approaches to designing the user experience of interactive systems are now seriously challenged by the disruption of traditional views on the goals of system use, more complex user roles, and the dynamic and hybrid context of the use. The powerful capabilities of Tourism 4.0 technologies allow for the enhancement of interaction with a system and enrichment of the tourist experience itself, providing new ways of assisting in behavior change and even in the long-lasting transformation of the users. However, this also means greater potential for harm. This viewpoint conceptualizes three different effects of interactive system use on technology-mediated tourist experiences—besides goal achievement that impacts satisfaction, effects can be goal-limiting (ranging from distracting to damaging) or goal-surpassing (ranging from enhancing to transforming). This conceptualization is then used to frame the importance of human-centered design for emerging Tourism 4.0 technologies. Keywords Human-centered design · User experience · Tourism 4.0 · Smart tourism · Technology-mediated tourist experience * Uglješa Stankov [email protected] Ulrike Gretzel [email protected] 1
Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, Prirodno-matematički fakultet, Trg Dositeja Obradovića 3, 21000 Novi Sad, Serbia
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USC Center for Public Relations, Annenberg School of Communication and Journalism, University of Southern California, 3502 Watt Way, Los Angeles, CA 90089, USA
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U. Stankov, U. Gretzel
1 Introduction Tourist experiences are set in a traditionally highly technology-dependent industry context and for a long time have been greatly affected by information technology design, both in relation to the use of specialized interactive systems (e.g. destination management systems, in-room entertainment, self-check-in kiosks) (Lehaney et al. 1999) or based on general purpose systems for the delivery or enhancement of services (e.g. provider websites, mobile phone applications) (Slivar et al. 2019; Wani et al. 2017). It is therefore not surprising that to
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