IDnclusive esign Kittichai Kasemsarn email: … · Dr. Farnaz Nickpour email:...
1
Technology Results Diversity Research problem 1. Cultural tourism is considered as a niche market and little attention has been paid for cultural tourism throughout the world, compared to mass tourism (LORD, 1999; Silberberg; UNESCO, 2003). 2. Most of the tourism industry focuses upon only 15 per cent of tourists who are already motivated by cultural tourism (Lord, 1999; Silberberg, 1995). Research Objectives 1. To identify what are the barriers and drivers of cultural tourists for five groups. 2. To compare the similarities and differences in the cultural tourism barriers and drivers across five different groups. This study is a quantitative research that seeks out what are drivers and barriers for five groups in Bangkok, Thailand. A total of 500 questionnaires were distributed to five groups in these location; underground train stations, parks, cultural and historical places from 1 – 30 June 2015. Respondents will be asked to indicate on seven – point Likert scale (1 = not impor- tant at all and 7 = extremely important). The output from SPSS was analysed using ANOVA to compare similarities and dif- ferences between five groups. Methodolody RQ1: What are the barriers and drivers in cultural tourism for five different groups? RQ2: Are there any similarities and differences in the barriers and drivers of cultural tourism among five different groups? Barriers: 14 out of 25 barriers were significantly different (p<.05) between five groups. However, 11 out of 25 were not significantly different. Drivers: 16 out of 26 drivers were significantly different (p<.05) between five groups. However, 10 out of 25 were not significantly different. Inclusive Design in Cultural Tourism: Identification of Barriers and Drivers for Five Groups in Thailand Implications of the study Marketing perspective The tourism industry and marketers can present different advertising campaigns to reflect the different barriers and drivers by five groups. Management perspective The findings could also assist gov- ernment decision to improve trans- portation to historical places. Moreover, tourism industry should establish appropriate programs for their customers better to reflect their interests. Inclusive Design perspective Inclusive design principles are adopted in this study as ‘understand- ing and designing for diversity’. These results can be used as under- standing of barriers and drivers in cultural tourism. Next, the results will be adopted into the next stage of my PhD research. . Figure 1 The inclusive design process (Clarkson et al., 2007) Table 1 Barriers and drivers in cultural tourism for five groups Kittichai Kasemsarn email: [email protected] Dr. Farnaz Nickpour email: [email protected] This study presents the first stage of this model in ‘discover ’ into the next stage ‘translate’, ‘create’ and lastly ‘develop’, leading to the conceptual framework for inclu- sive digital storytelling for cultural tourism in Thailand in the future work. Need Under- standing Solution Require- ment Concept Discover Translate Create Develop Diversity Motivation Cultural Tourism Barriers in cultural tourism Story structure Characteristics of stories Elements of DST Universal usability Inclusive Design Digital Storytelling Drivers in cultural tourism Figure 2 the initial framework to increase motivation and diversity in cultural tourism Study1 : What are barriers and drivers of five groups in cultural tourism? Method: Questionnaire Study 2: What is the digital storytelling core elements to motivate cultural tourism? Method: Interview and questionnaire Study 3: What is the universal usability of inclusive design and digital storytelling ? Method: Interview Study 4: To test and evaluate the final framework Method: Interview and questionnaire Future work Difficult public transportation to access Barriers in cultural tourism Youth Older adults People with disabilities Non-cultural tourists Cultural tourists Lack of time to attend Lack of time to attend Lack of time to attend Lack of time to attend Difficult public transportation to access Difficult public transportation to access Difficult public transportation to access Difficult public transportation to access Inconvenience of opening times and activity schedules Inconvenience of opening times and activity schedules Inconvenience of opening times and activity schedules Architectural barriers Architectural barriers Architectural barriers Physically difficult to get to Physically difficult to get to Physically difficult to get to Physically difficult to get to Physically difficult to get to Accessible accommodation on airplanes, hotels and restaurants Accessible accommodation on airplanes, hotels and restaurants Lack of information where to go Physical well-being Service of staffs 1. 2. 3. 4. 5. Spending time with family/ friends Drivers in cultural tourism Youth Older adults People with disabilities Non-cultural tourists Cultural tourists Outstanding scenery Spending time with family/ friends Getting away from home or mundane environment Visiting a place that I have not visited before Personal reward Just relaxing Visiting a place that I have not visited before Interesting/ unique culture or environment New experience and different lifestyle Getting away from home or mundane environment Just relaxing Just relaxing New experience and different lifestyle Increasing knowledge about foreign destination, people and things Just relaxing Prestige, pride and patriotism 1. 2. 3. 4. 5. Interesting/ unique culture or environment Visiting a place that I have not visited before New experience and different lifestyle Increasing knowledge about foreign destination, people and things Outstanding scenery Interesting/ unique culture or environment Education/ learning Visiting a place that I have not visited before Difficult public transportation to access [5] Physically difficult to get to [5] Lack of time to attend [4] Architectural barriers [3] Inconvenience of opening times and activity schedules [3] Just relaxing [4] New experience and different lifestyle [5] Visiting a place that I have not visited before [4] A study conducted as part of a PhD research on “A Conceptual Framework for Inclusive Digital Storytelling for Cultural Tourism in Thailand” This study could result in the below: 1. Creating a new conceptual framework for inclusive digital storytelling to promote cultural tourism. 2. Suggesting the link between digital storytelling, inclusive design and cultural tourism. 3. The tourism industry and researcher can understand the future trend of cultural tourism and prepare to face the new challenges by applying digital storytelling and inclusive design. Potential contributions to knowledge I nclusive D esign R esearch 21.34 15.61 21.55 22.08 13.20 21.66 12.56 17.22
Transcript of IDnclusive esign Kittichai Kasemsarn email: … · Dr. Farnaz Nickpour email:...
Human - centred designTechnology
Results
Human - centred design
Diversity
Research problem
1. Cultural tourism is considered as a niche market and little attention has been paid for cultural tourism throughout the world, compared to mass tourism (LORD, 1999; Silberberg; UNESCO, 2003).
2. Most of the tourism industry focuses upon only 15 per cent of tourists who are already motivated by cultural tourism (Lord, 1999; Silberberg, 1995).
Research Objectives
1. To identify what are the barriers and drivers of cultural tourists for five groups.
2. To compare the similarities and differences in the cultural tourism barriers and drivers across five different groups.
This study is a quantitative research that seeks out what are drivers and barriers for five groups in Bangkok, Thailand.
A total of 500 questionnaires were distributed to five groups in these location; underground train stations, parks, cultural and historical places from 1 – 30 June 2015.
Respondents will be asked to indicate on seven – point Likert scale (1 = not impor-tant at all and 7 = extremely important).
The output from SPSS was analysed using ANOVA to compare similarities and dif-ferences between five groups.
Methodolody
RQ1: What are the barriers and drivers in cultural tourism for five different groups?
RQ2: Are there any similarities and differences in the barriers and drivers of cultural tourism among five different groups?
Barriers: 14 out of 25 barriers were significantly different (p<.05) between five groups. However, 11 out of 25 were not significantly different. Drivers: 16 out of 26 drivers were significantly different (p<.05) between five groups. However, 10 out of 25 were not significantly different.
Inclusive Design in Cultural Tourism: Identification of Barriers and Drivers for Five Groups in Thailand
Implications of the study
Marketing perspectiveThe tourism industry and marketers can present different advertising campaigns to reflect the different barriers and drivers by five groups.
Management perspective
The findings could also assist gov-ernment decision to improve trans-portation to historical places. Moreover, tourism industry should establish appropriate programs for their customers better to reflect their interests.
Inclusive Designperspective
Inclusive design principles are adopted in this study as ‘understand-ing and designing for diversity’. These results can be used as under-standing of barriers and drivers in cultural tourism. Next, the results will be adopted into the next stage of my PhD research.
.
Figure 1 The inclusive design process (Clarkson et al., 2007)
Table 1 Barriers and drivers in cultural tourism for five groups
Kittichai Kasemsarn email: [email protected]. Farnaz Nickpour email: [email protected]
This study presents the �rst stage of this model in ‘discover ’ into the next stage ‘translate’, ‘create’ and lastly ‘develop’, leading to the conceptual framework for inclu-sive digital storytelling for cultural tourism in Thailand in the future work.
Need
Under-
standing
Solution
Require-
ment
Concept
Discover Translate Create Develop
Diversity
Motivation
Cultural Tourism
Barriers in
cultural
tourism
Story structure
Characteristics
of stories
Elements of
DST
Universal
usability
Inclusive Design
Digital Storytelling
Drivers in
cultural
tourism
Figure 2 the initial framework to increase motivation and diversity in cultural tourism
Study1 : What are barriers and drivers of five groups in cultural tourism? Method: Questionnaire
Study 2: What is the digital storytelling core elements to motivate cultural tourism? Method: Interview and questionnaire
Study 3: What is the universal usability of inclusive design and digital storytelling ?Method: Interview
Study 4: To test and evaluate the final framework Method: Interview and questionnaire
Future work
Difficult public transportation to access
Barriers in cultural tourism
Youth Older adults People with disabilities
Non-culturaltourists
Cultural tourists
Lack of time to attend
Lack of time to attend
Lack of time to attend
Lack of time to attend
Difficult public transportation to access
Difficult public transportation to access
Difficult public transportation to access
Difficult public transportation to access
Inconvenience of opening times and activity schedules
Inconvenience of opening times and activity schedules
Inconvenience of opening times and activity schedules
Architectural barriers
Architectural barriers
Architectural barriers
Physically difficult to get to
Physically difficult to get to
Physically difficult to get to
Physically difficult to get to
Physically difficult to get to
Accessible accommodation on airplanes, hotels and restaurants
Accessible accommodation on airplanes, hotels and restaurants
Lack of informationwhere to go
Physical well-being
Service of staffs
1.
2.
3.
4.
5.
Spending time with family/ friends
Drivers in cultural tourism
Youth Older adults People with disabilities
Non-culturaltourists
Cultural tourists
Outstanding scenery
Spending time with family/ friends
Getting away from home or mundane environment
Visiting a place that I have not visited before
Personal reward Just relaxing
Visiting a place that I have not visited before
Interesting/ unique culture or environment
New experience and different lifestyle
Getting away from home or mundane environment
Just relaxing Just relaxing
New experience and different lifestyle
Increasing knowledge about foreign destination, people and things
Just relaxing
Prestige, pride and patriotism
1.
2.
3.
4.
5.
Interesting/ unique culture or environment
Visiting a place that I have not visited before
New experience and different lifestyle
Increasing knowledge about foreign destination, people and things
Outstanding scenery
Interesting/ unique culture or environment
Education/ learning
Visiting a place that I have not visited before
Difficult public transportation to access [5] Physically difficult to get to [5] Lack of time to attend [4]
Architectural barriers [3] Inconvenience of opening times and activity schedules [3]
Just relaxing [4] New experience and different lifestyle [5]Visiting a place that I have not visited before [4]
!
A study conducted as part of a PhD research on “A Conceptual Framework for Inclusive Digital Storytelling for Cultural Tourism in Thailand”
This study could result in the below:
1. Creating a new conceptual framework for inclusive digital storytelling to promote cultural tourism.
2. Suggesting the link between digital storytelling, inclusive design and cultural tourism.
3. The tourism industry and researcher can understand the future trend of cultural tourism and prepare to face the new challenges by applying digital storytelling and inclusive design.
Potential contributions to knowledge
InclusiveDesignResearch
21.34 15.6121.55
22.08
13.20
21.66
12.56
17.22
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