tourism a

714 Pages·2016·7.22 MB·English

THE DEVELOPMENT OF A
QUALITY FUNCTION
DEPLOYMENT (QFD) MODEL FOR
THE IMPLEMENTATION OF A
MOBILE AUGMENTED REALITY
(AR) TOURISM APPLICATION IN
THE CONTEXT OF URBAN
HERITAGE TOURISM

D HAN

PHD 2016
THE DEVELOPMENT OF A QUALITY
FUNCTION DEPLOYMENT (QFD) MODEL
FOR THE IMPLEMENTATION OF A
MOBILE AUGMENTED REALITY (AR)
TOURISM APPLICATION IN THE
CONTEXT OF URBAN HERITAGE
TOURISM

DAI-IN HAN

A Thesis Submitted in Partial Fulfilment
of the Requirements of the
Manchester Metropolitan University for the
Degree of Doctor of Philosophy

Department of Food and Tourism Management
The Manchester Metropolitan University

2016
ACKNOWLEDGEMENTS

This doctoral thesis is dedicated to my family who have raised and supported me
through every step of my life. I would like to thank them with all my heart for their
continuous efforts and advice to get me where I am today. I know that without
them this achievement would have never been possible.

I would love to thank my wife Ryoko who has been with me from the very
beginning of the PhD process and kept encouraging me to make it through this
journey.

Furthermore, I would like to thank Manchester Metropolitan University and
especially my supervisory team for guiding me, sharing their experience and
supporting me through to the completion of this study.
In particular, I would like to thank my Director of Studies, Dr. Timothy Jung and
Prof. John Swarbrooke for giving me the opportunity to achieve this life-long goal.
Dr. Timothy Jung has been much more than just a Director of Studies throughout
this journey. Due to his continuous guidance and sharing of his vision, this study
has been a richer and a more valuable experience than I could have asked for.
Furthermore, I would like to thank my two supervisors, Dr. Thanasis Spyriadis
and Dr. Feng Yi Huang, who joined the team half way through the journey for
their valuable contributions and formative suggestions especially towards the end
of my studies.

Finally, I would like to thank all research participants who agreed to participate in
the study and share their valuable insights. In this regard, I would like to thank
Alex Gibson and the Dublin Institute of Technology and The Gresham Hotel in
Dublin for their support during the research process.
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DECLARATION

I hereby declare that this PhD research is my own and original work and that, to
the best of my knowledge and belief, it contains no material previously published
or written by another person and that it has not been submitted to any previous
application for a higher degree.

___________________

Dai-In Han

March 2016
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ABSTRACT

Technology has been widely implemented in tourism to enhance the tourism
product and tourist experience. However, it remains a challenge for many tourism
businesses in urban heritage areas to identify technological solutions and
successfully implement them into their business strategy. Particularly for urban
heritage sites, it is often challenging to provide information within and around a
heritage site without disturbing or destroying the heritage image. Augmented
Reality (AR) was identified as a suitable technology to overcome this challenge.
However, while AR is not considered a new technology in many industries, and
mobile tourism applications with AR functions exist, it has provided limited
benefits to tourists due to the lack of using AR functions meaningfully. In addition,
the development of wearable devices is increasingly focused on the use of
augmented and virtual reality to enhance the user experience. Therefore, there is a
need to explore methods of meaningful implementation of such technologies for
the tourism industry. This study will investigate current standards of AR
technology and tourist requirements in order to examine how to develop
meaningful mobile AR tourism applications. For the development of a beneficial
product, Quality Function Deployment (QFD), as a tool within Total Quality
Management (TQM) was identified as the suitable theoretical background for the
purpose of this study. QFD was developed in the theory of quality management,
in particular TQM. QFD has since been employed across many industries
including the hospitality and tourism sector in a number of studies. However, it
has not yet been implemented in the urban heritage tourism context, presenting a
knowledge gap. As QFD is designed to incorporate the customers’ view into the
product design stage, the aim is to design a meaningful product that is valuable for
the visitor and benefit the destination. Therefore, this research aims to eliminate
the gap by generating a QFD model for the development of mobile AR tourism
applications in the context of urban heritage tourism. Dublin was selected as the
research site due to its rich urban heritage. After Dublin’s re-branding strategy in
2013, it has marketed itself with the brand image of ‘Digital Dublin’ in order to
encourage the implementation of technology for the purpose of promoting urban
heritage tourism. Therefore, Dublin was considered as the suitable research site
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for the purpose of this study. To achieve the research aim, a mixed method
approach was employed for the primary research including semi-structured
interviews, focus groups and questionnaires. The study was divided into three
research phases. Research phase 1 investigates requirements of tourists, mobile
AR application developers and industry experts from Dublin’s tourism industry
for the development and use of mobile AR tourism applications in urban heritage
tourism. 26 in-depth interviews were conducted with international tourists visiting
Dublin in addition to 9 interviews with mobile AR application developers and
industry experts from Dublin. Findings were analysed using thematic analysis,
providing the knowledge base for Research Phase 2 – focus groups. The second
research phase was conducted with tourists as a post-experience study. It aimed to
confirm identified tourist requirements from the literature and Research Phase 1,
and examine additional findings to design the questionnaire for the quantitative
Research Phase 3. Research Phase 3 was conducted with domestic and
international tourists in Dublin and provided an importance rating of identified
tourist requirements for the development of the final QFD model for mobile AR
tourism applications in the urban heritage tourism context. The outcomes from the
quantitative research were analysed using confirmatory factor analysis (CFA) to
reduce tourist requirements for the final QFD model. By identifying tourist
requirements and translating them into respective technical characteristics, this
study provides a set of technological elements in hierarchical order for the design
of meaningful mobile AR tourism applications in urban heritage tourism. The final
18 requirements are in close alignment with the outcomes of the qualitative
research of this study highlighting the need of immediate access to information
regardless of time and place, while being able to filter the available information to
the tourists’ interest and needs. The final QFD model for the development of
mobile AR tourism applications in urban heritage tourism was presented as the
outcome of this research. The main contribution to theory is the extension in the
identification process of customer requirements for the QFD model. While
previous studies in QFD have mainly focused on product functions, such as
software and hardware capabilities, the QFD model in this study aims to provide
a balance between functional requirements and behavioural characteristics of
tourists that are driven by psychological aspects. This study not only explored
tourist requirements as in previous studies, but furthermore user resistance factors
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that would result in avoiding mobile AR tourism applications in urban heritage
tourism. Including these criteria as customer attributes in the HOQ, the QFD model
was extended to include behavioural and psychological attributes of customers,
which is valuable for further implementation of QFD particularly in social studies.
This research will furthermore contribute to professionals, Destination Marketing
Organisations (DMO) as well as mobile AR application developers alike, by
providing a model for the development of mobile AR applications in the context
of urban heritage tourism that has incorporated tourist requirements as well as
mobile AR application developer considerations. Furthermore, it needs to be
acknowledged that the requirements are not limited to mobile AR applications, but
are considered particularly valuable for further research in the area of mobile
application development for tourism purposes and are expected to be partially
transferable to other technology implementations for tourism products.

Keywords: quality function deployment, mobile augmented reality, urban
heritage tourism, technology
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CONTENTS
CHAPTER 1 – INTRODUCTION ..................................................................... 1
1.1 Introduction .......................................................................................................... 1
1.2 Research Background and Justification of the Study ....................................... 1
1.3 Research Aims....................................................................................................... 6
1. To critically review existing theories in quality management. ......................... 6
2. To critically explore Augmented Reality (AR) applications in urban heritage
tourism. ..................................................................................................................... 6
3. To analyse tourists’ requirements for AR applications in urban heritage
tourism. ..................................................................................................................... 7
4. To investigate key design requirements considered by AR application
developers and industry experts when developing AR applications in urban
heritage tourism. ....................................................................................................... 8
5. To develop a QFD model to implement mobile AR applications into the
context of urban heritage tourism. ............................................................................ 8
1.4 Structure of the Study .......................................................................................... 9
1.5 Summary ............................................................................................................. 13
CHAPTER 2 – QUALITY MANAGEMENT THEORIES AND MODELS14
2.1 Introduction ........................................................................................................ 14
2.2 Origins of Quality Management Theories ........................................................ 14
2.3 Total Quality Management (TQM) ................................................................... 21
2.3.1 European Quality Award ............................................................................... 24
2.3.2 Malcom Baldrige National Quality Improvement Act (MBNQA) ............... 26
2.3.3 ISO 9000, 9001 ............................................................................................. 27
2.4 Quality Function Deployment (QFD) ............................................................... 29
2.4.1 QFD Development ........................................................................................ 31
2.4.2 QFD Benefits................................................................................................. 33
2.5 Identification and Prioritisation of Customer Requirements ......................... 34
2.5.1 The Kano Model............................................................................................ 35
2.5.2 Analytic Hierarchy Process (AHP) ............................................................... 37
2.5.3 Karlsson’s Cost-Value Approach .................................................................. 38
2.5.4 Wiegers Prioritisation Matrix ........................................................................ 39
2.6 The House of Quality (HOQ) ............................................................................. 40
2.6.1 Customer Requirements (A) .......................................................................... 42
2.6.2 Planning Matrix (B) ...................................................................................... 43
2.6.3 Customer Importance Rating......................................................................... 44
2.6.4 Technical Characteristics (C) ........................................................................ 44
2.6.5 Correlation Matrix (E) ................................................................................... 45
2.6.6 Relationship Matrix (D) ................................................................................ 46
2.6.7 Target Values (F) .......................................................................................... 47
2.7 QFD in the Tourism Industry ............................................................................ 47
2.8 User Requirements in the Mobile Computing Context ................................... 49
2.9 Summary ............................................................................................................. 54
CHAPTER 3 – AUGMENTED REALITY ..................................................... 56
3.1 Introduction ........................................................................................................ 56
3.2 Definition of Augmented Reality (AR) ............................................................. 56
3.3 Augmented Reality (AR) vs. Virtual Reality (VR) .......................................... 59
3.4 Development of AR and Current Stage ............................................................ 61
3.5 Challenges and Requirements of AR ................................................................ 62
3.6 Benefits of AR ..................................................................................................... 64
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3.6.1 Economic Benefits ................................ ................................ ........................ 64
3.6.2 Socio-cultural Benefits ................................ ................................ .................. 66
3.7 AR Systems ................................ ................................ ................................ .......... 68
3.7.1 Wearable AR ................................................................................................. 69
3.7.2 Mobile AR ..................................................................................................... 71
3.7.2.1 Mobile Marker-based AR ................................................................................... 71
3.7.2.2 Mobile GPS-based AR ........................................................................................ 72
3.8 AR Implemented Industries .............................................................................. 74
3.9 AR in Tourism .................................................................................................... 76
3.10 Summary ........................................................................................................... 79
CHAPTER 4 – URBAN HERITAGE TOURISM .......................................... 81
4.1 Introduction ........................................................................................................ 81
4.2 Cultural Tourism ................................................................................................ 81
4.2.1 Definition of Cultural Tourism ..................................................................... 82
4.3 Heritage ............................................................................................................... 83
4.4 Heritage Tourism ................................................................................................ 85
4.4.1 Definition of Heritage Tourism ..................................................................... 85
4.4.2 Development of Heritage Tourism ................................................................ 87
4.4.3 Model of Heritage Tourism ........................................................................... 89
4.5 Urban Heritage Tourism .................................................................................... 91
4.5.1 Definition of Urban Heritage Tourism .......................................................... 94
4.5.2 Development of Urban Heritage Tourism ..................................................... 95
4.5.3 Challenges of Urban Heritage Destinations .................................................. 96
4.5.4 ICT in Urban Heritage Tourism .................................................................... 98
4.6 Urban Heritage Tourism in Dublin ................................................................... 99
4.6.1 AR for Dublin’s Urban Heritage ................................................................. 103
4.7 Summary ........................................................................................................... 104
CHAPTER 5 – METHODOLOGY ................................................................ 106
5.1 Introduction ...................................................................................................... 106
5.2 Review of Research Aims ................................................................................. 106
5.3 Research Philosophy ......................................................................................... 109
5.4 Research Approach .......................................................................................... 113
5.5 Research Strategy ............................................................................................. 115
5.6 Research Design ................................................................................................ 117
5.7 Research Phase 1: Semi-Structured Interviews ............................................. 120
5.7.1 Interviews with Tourists .............................................................................. 121
5.7.1.1 Tourist Interview Design .................................................................................. 122
5.7.1.2 Pilot Interview ................................................................................................... 123
5.7.1.3 Tourist Interview Population, Sample Size and Data Collection ...................... 126
5.7.2 Interviews with Industry Professionals ....................................................... 129
5.7.2.1 Industry Professionals Interview Design........................................................... 129
5.7.2.2 Industry Professionals Population, Sample Size and Data Collection .............. 130
5.7.3 Tourist and Industry Professionals Interview Analysis ............................... 132
5.8 Research Phase 2: Focus Groups (post-experience study) ............................ 134
5.8.1 Focus Group Question Design .................................................................... 136
5.8.2 Focus Group Population, Sample Size and Data Collection ....................... 137
5.8.3 Focus Group Analysis ................................................................................. 138
5.9 Research Phase 3: Quantitative Questionnaire ............................................. 139
5.9.1 Pilot Questionnaire ...................................................................................... 139
5.9.1.1 Pilot Test Sample and Data Collection ............................................................. 140
5.9.2 Quantitative Questionnaire Design ............................................................. 142
5.9.3 Quantitative Questionnaire Population, Sample Size and Data Collection . 144
5.9.4 Quantitative Questionnaire Analysis ........................................................... 145
5.10 Reliability and Validity .................................................................................. 146
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5.11 Limitations ...................................................................................................... 148
5.12 Ethical Issues ................................................................................................... 151
5.13 Summary ......................................................................................................... 152
CHAPTER 6 – INTERVIEW ANALYSIS .................................................... 155
6.1 Introduction ...................................................................................................... 155
6.2 Tourist Interview Analysis ............................................................................... 155
6.2.1 Current knowledge and perception of AR ................................................... 158
6.2.2 Reaction and Preference of provided AR Examples ................................... 162
6.2.3 Tourist Requirements for AR Tourism Applications .................................. 165
6.2.3.1 Function Requirements for AR Tourism Applications ..................................... 165
6.2.3.2 Content Requirements for AR Tourism Applications ....................................... 176
6.2.4 Challenges of AR Tourism Applications .................................................... 181
6.3 Industry Professionals Interview Analysis ..................................................... 189
6.3.1 Industry Professional Requirements ............................................................ 191
6.3.2 Current Challenges in AR Application Development ................................. 205
6.4 Summary ........................................................................................................... 212
CHAPTER 7 – TOURIST FOCUS GROUP ANALYSIS ............................ 215
7.1 Introduction ...................................................................................................... 215
7.2 Focus Group Analysis (post-experience study) .............................................. 215
7.2.1 Dublin AR Application ............................................................................... 217
7.2.2 General AR Tourism Application ............................................................... 228
7.2.2.1 Mobile AR Tourism Application Function Requirements ................................ 228
7.2.2.2 Mobile AR Tourism Application Content Requirements .................................. 236
7.2.3 User Resistance towards AR Tourism Application ..................................... 241
7.3 Summary ........................................................................................................... 247
CHAPTER 8 – QUANTITATIVE DATA ANALYSIS AND GENERATING
THE QFD MODEL .......................................................................................... 249
8.1 Introduction ...................................................................................................... 249
8.2 Descriptive Statistics of Respondents .............................................................. 249
8.3 Pilot Test Results .............................................................................................. 251
8.4 Tourist Requirement Variables for the QFD Model ..................................... 253
8.5 Assessment of Tourist Requirement Variables .............................................. 254
8.6 Generating the QFD Model ............................................................................. 260
8.6.1 Customer Attributes ‘Whats’ ...................................................................... 262
8.6.2 Technical Characteristics ‘Hows’ ............................................................... 264
8.6.3 Correlation Matrix ....................................................................................... 268
8.6.4 Relationship Matrix ..................................................................................... 270
8.6.5 Target Values .............................................................................................. 272
8.7 Summary ........................................................................................................... 278
CHAPTER 9 – INTEGRATED SYNTHESIS OF THE RESEARCH
FINDINGS AND DISCUSSION ..................................................................... 281
9.1 Introduction ...................................................................................................... 281
9.2 Key Findings of the Study ................................................................................ 281
9.2.1 AR Perceptions ............................................................................................ 281
9.2.2 Function Requirements ............................................................................... 283
9.2.2.1 Simplicity .......................................................................................................... 283
9.2.2.2 Information Filter .............................................................................................. 285
9.2.2.3 Entertainment .................................................................................................... 286
9.2.2.4 Social Function ................................................................................................. 287
9.2.2.5 Privacy .............................................................................................................. 288
9.2.2.6 Security ............................................................................................................. 290
9.2.2.7 Navigation ......................................................................................................... 291
9.2.2.8 Accessibility ...................................................................................................... 292
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