Study of Visitors' Perception of a Beacon-based Museum Guide: Case of Salzburg Museum Karim El Najar, Volha Famina, Mamadou Faye, Maria Maslova, Samir Shrestha Salzburg University of Applied Sciences, Austria

Presentation Outline Beacon Technology Salzburg Museum Technology Acceptance Model (TAM) Hypotheses Research Process Study Outcomes Limitations

Beacon Technology Bluetooth Low Energy (BLE) Device Pushes constant notifications to Bluetooth enabled devices Range - 50 meters

Beacon Technology Benefits: Low cost, Low-energy-consumption Location Possible Use: Retail, Museums, Destination, Hospitality, etc. Location Information Orientation can function for almost a year using only a single coin cell battery.

Beacon Technology in Museums Source: http://www.eddybox.com/museum/

Salzburg Museum Location: Neue Residenz Beacons since spring 2016 25 devices - 25 zones (up to 100 in future) Samsung Tablet Source: http://www.onyxbeacon.com/salzburg-museum-is-using-enterprise-beacons-to-deliver-a-digital-multimedia-experience-to-its-visitors/ Source: Authors

Technology Acceptance Model (TAM) Original TAM proposed by Davis in 1985 Users’ motivation explained by three factors Source: own contribution, adapted from Davis, 1985

Hypotheses H1: Previous experience will have a positive influence on Perceived Usefulness. H2: Mobile technology affinity will have a positive influence on Perceived Ease of Use. H3: Perceived Ease of Use will have positive influence on Attitude towards Use. H4: Perceived Usefulness of a guide will have positive influence on the intention to use. H5: Attitude towards the beacon-guide will have a positive influence on the intention to use it.

Research Process Questionnaire Survey: Likert scales Overall seven blocks of questions demographical information of visitors five aspects of the TAM overall impression of visitors on the Beacon-based museum guide

Research Process - Data Collection Eight days on site 114 respondents 96 cases for further analysis More than two kg of Mozartkugeln Source: Authors

Research Process - Statistical Analysis SPSS Correlation tests Regression Analysis

Study Outcomes Correlation test: - all the results are at the significant level - fairly low strength of association Regression Analysis: - all hypotheses are accepted - the highest regression coefficient in H5 The result has shown that all proposed hypotheses can be accepted at the high level of statistical significance. As the factors having the greatest influence previous experience and attitude towards use can be mentioned.

Study Outcomes Source: own contribution, adapted from Davis, 1985

Limitations Results applicable only to the Beacon-based electronic guide Fairly small sample size Firstly, even though the research was initially aimed at investigating Beacon technology, the results can be only applicable to the Beacon-based electronic guide as such. This limitation has arisen due to inseparability of a background technology from the device where it is used. Secondly, the sample size can be seen as fairly small. Nevertheless, the final number of respondents was sufficient to provide reliable results, despite the short time frame of data collection.

Source: https://www. signal