CHAPTER


DOI :10.26650/B/SS10.2023.001.12   IUP :10.26650/B/SS10.2023.001.12    Full Text (PDF)

Augmented Reality in Restaurant Package Service: The Gourmets’ Consumer Perspectives for Amid and Post-Covid-19 Era

Zülfikar Peynirciİbrahim Çifçi

This study aims to reveal the gourmets' perceptions toward using augmented reality (AR) in restaurant package services experience amid and post-COVID-19 era. A qualitative research approach was deemed by drawing on the 12 semi-structured interviews using snowball sampling. The data was theme-analyzed, resulting in four interconnected main themes: attributes, consumer readiness for AR, perceived dis/advantages, and challenges toward AR technology proliferation. The findings offer new insights into using AR technologies in the restaurant sector.



References

  • Association, N. R. (2021, 07 07). National Restaurant Association. restaurant.org: https://restaurant.org/articles/ news/restaurant-tech-to-improve-business-after-covid-19 google scholar
  • Batat, W. (2021). How augmented reality (AR) is transforming the restaurant sector: Investigating the impact of “Le Petit Chef” on customers’ dining experiences. Technological Forecasting and Social Change, Vol. 172, 121013. google scholar
  • Braun, V., & Clarke, V. (2006). Using Thematic Analysis in Psychology. Qualitative Research in Psychology, 3(2), 77-101. google scholar
  • Chen, Y., Le, D., Yumak, Z., Pu, P., 2017. EHR: A sensing technology readiness model for lifestyle changes. Mobile Netw. Appl. 22 (3), 478-492. google scholar
  • Chevalier, C., Kiefer, C., 2020. What does augmented reality mean as a medium of expression for computational artists? Leonardo Journal 53 (3), 263-267. google scholar
  • Cranmer, E. E., Dieck, M. C., & Fountoulaki, P. (2020). Exploring the value of augmented reality for tourism. Tourism Management Perspectives, 1-9. google scholar
  • Cranmer, E. E., tom Dieck, M. C., & Jung, T. (2018). How can tourist attractions profit from augmented reality? In T. Jung, & tom Dieck, M.C. (Eds.). Augmented reality and virtual reality (pp. 21-32). Cham: Springer. google scholar
  • Danado, J., Dias, E., Romao, T., Correia, N., Trabuco, A., Santos, C., Serpa, J., Costa, M. and Cámara, A. (2005), “Mobile environmental visualization”, The Cartographic Journal, Vol. 42 No. 1, pp. 61-68. google scholar
  • Dedeoğlu, B. B., & Boğan, E. (2021). The motivations of visiting upscale restaurants during the COVID-19 pandemic: The role of risk perception and trust in government. International Journal of Hospitality Management, 95, 102905. Retrieved from https://doi.org/10.1016/j.ijhm.2021.102905 google scholar
  • Demirkol, S. & Cifci, I. (2020). Delving into the Role of Celebrity Chefs and Gourmets in Culinary Destination Marketing. European Journal of Tourism Research, 26, 2603. Retrieved from https://ejtr.vumk.eu/index. php/about/article/view/1934 google scholar
  • Dieck, M. C., Jung, T., & Han, D.-I. (2015). Mapping Requirements for the Wearable Smart Glasses Augmented Reality Museum Application. Journal of Hospitality and Tourism Technology. DOI:DOI: 10.1108/JHTT-09-2015-0036 google scholar
  • Gavish, N., Gutiérrez, T., Webel, S., Rodríguez, J., Peveri, M., Bockholt, U. and Tecchia, F. (2015), “Evaluating virtual reality and augmented reality training for industrial maintenance and assembly tasks,” Interactive Learning Environments, Vol. 23 No. 6, pp. 778-798. google scholar
  • Gössling, S., Scott, D., & Hall, C. M. (2020). Pandemics, tourism and global change: a rapid assessment of COVID-19. Journal of Sustainable Tourism, 1-20. Retrieved from https://doi.org/10.1080/09669582.202 0.1758708 google scholar
  • Groß, M., 2015. Mobile shopping: A classification framework and literature review. Int. J. Retail Distrib. Manag. 43 (3), 221-241. google scholar
  • Guest, G., Bunce, A., & Johnson, L. (2006). How Many Interviews Are Enough? Field Methods, 18(1), 59-82. https://doi.org/10.1177/1525822X05279903 google scholar
  • Gupta, M. (2019). A Study on Impact of Online Food delivery app on Restaurant Business special reference to zomato and swiggy. IJRAR- International Journal of Research and Analytical Reviews, 6 (1), 889-893. google scholar
  • Hopp, T., & Barker, V. (2016). Investigating the influence of age, social capital affinity, and flow on positive outcomes reported by e-commerce site users. Behaviour and Information Technology, 35(5), 380-393. google scholar
  • Höffler, T. N., & Leutner, D. (2007). Instructional animation versus static pictures: A meta-analysis. Learning and instruction, 17(6), 722-738. google scholar
  • Karatas, S. (2008). Interaction in the Internet-based distance learning researches: Results of a trend analysis. TOJET: The Turkish Online Journal of Educational Technology, 7(2), 11-19. google scholar
  • Kim, J., & Lee, J. C. (2020). Effects of COVID-19 on preferences for private dining facilities in restaurants. Journal of Hospitality and Tourism Management, 45, 67-70. Retrieved from https://doi.org/10.1016Zj. jhtm.2020.07.008 google scholar
  • Mileva, G. (2021, 07 07). How Augmented Reality Is Transforming the Restaurant Industry. ARpost: Retrieved from https://arpost.co/2019/08/01/augmented-reality-transforming-restaurant-industry/ google scholar
  • Moro, S., Rita, P., Ramos, P., & Esmerado, J. (2019). Analysing recent augmented and virtual reality developments in tourism. Journal of Hospitality and Tourism Technology, Vol. 10 No. 4, pp. 571-586. google scholar
  • Paulo, M., Rita, P., Oliveira, T. and Moro, S. (2018), “Understanding mobile augmented reality adoption in a consumer context”, Journal of Hospitality and Tourism Technology, Vol. 9 No. 2, pp. 142-157, DOI: 10.1108/JHTT-01-2017-0006. google scholar
  • Rauscher, M., Humpe, A., & Brehm, L. (2020). Virtual Reality in Tourism: Is it ‘Real’ Enough? Academica Turistica, 127-138. google scholar
  • Rese, A., Baier, D., Geyer-Schulz, A., Schreiber, S., 2017. How augmented reality apps are accepted by consumers: a comparative analysis using scales and opinions. Technol. Forecast. Soc. Change 124, 306-319. google scholar
  • Saydan, R. (2008). “Tüketicilerin Online Alışverişe Yönelik Risk ve Fayda Algılamaları: Geleneksel ve Online Tüketicilerin Karşılaştırılması.” Elektronik Sosyal Bilimler Dergisi 7 (23), 386-402. google scholar
  • Seyitoğlu, F. & Ivanov, S. (2020). Service robots as a tool for physical distancing in tourism. Current Issues in Tourism, DOI: 10.1080/13683500.2020.1774518. google scholar
  • Shukla, M., & Amar, N. (2021). Growth of Robotics Industry Early in 21st Century. International Journal of Computational Engineering Research (IJCER), 2(5), 1554-1558. google scholar
  • Statista. (2021). Virtual reality (VR)-statistics & facts. Retrieved MAY 23 th, 2021 from Statista website https:// www.statista.com/topics/2532/virtual-reality-vr/. google scholar
  • Tom Dieck, M. C., Jung, T., & Han, D.-I. (2016). Mapping requirements for the wearable smart glasses augmented reality museum application. Journal of Hospitality and Tourism Technology, 7(3), 230-253. doi:10.1108/jhtt-09-2015-0036 google scholar
  • Tussyadiah, I., Jung, T., & tom Dieck, M. C. (2018). Embodiment of wearable augmented reality technology in tourism experiences. Journal of Travel Research, 57(5), 597-611. google scholar
  • Wedel, M., Bign'e, E., Zhang, J., 2020. Virtual and augmented reality: advancing research in consumer marketing. Int. J. Res. Market. 37, 443-465. google scholar
  • World Health Organization. (2020). WHO Director-General’s opening remarks at the media briefing on COVID-19 - 11 March 2020. Retrieved from https://www.who.int/director-general/speeches/detail/who-director-general-s-opening-remarks-at-the-media-briefing-on-covid-19---11-march-2020 google scholar
  • Zeng, Z., Chen, P. ve Lew, A. (2020). From high-touch to high-tech: COVID-19 drives robotics adoption. Tourism Geographies, 22(3), 724-734. google scholar


SHARE




Istanbul University Press aims to contribute to the dissemination of ever growing scientific knowledge through publication of high quality scientific journals and books in accordance with the international publishing standards and ethics. Istanbul University Press follows an open access, non-commercial, scholarly publishing.