The use of different media on destination and cultural attraction websites
The application of interactive media to destination or cultural attraction websites can enhance the user experience and is likely to increase user satisfaction. Media such as interactive maps, sound, videos or 3D models can engage the user longer on the site, increase variety and fun, facilitate heritage interpretation and offer a better experience to the user while increasing knowledge related to the attraction or destination.
This study investigated how interactive media are used on destination and attraction websites. A sample of 150 destination and attraction websites was evaluated. The table below shows the results for the current use of different media. Stories were also considered. Although they are not really a media type, they offer an important opportunity to convey the “message“ of a destination or attraction.
| Medium | Destination web sites | (Cultural) Attraction web sites |
|---|---|---|
| Videos | 46% | 32% |
| Pictures | 82% | 94% |
| Virtual Tours | 23% | 45% |
| Sound | 38% | 42% |
| Maps | 66% | 45% |
| Stories | 33% | 59% |
| User forums/blogs | 19% | 9% |
| Games | 19% | 26% |
| 3D Models | 15% | 15% |
As the results indicate, pictures are predominantly used on both types of websites. Maps are more often included on destination websites whereas attraction website providers offer more stories. Virtual tours, however, are not yet well used on destination websites whereas attraction websites tend to use less videos. The application of games, 3D models or user forums/blogs is not widespread for both types of websites. In conclusion, although technology and interactive media offer a number of opportunities, they are not yet being adopted to their full potential.
Further reading
Mitsche, N., Reino, S., Knox, D. and U. Bauernfeind (2008). Enhancing cultural tourism e-services through heritage interpretation. In: O'Connor, P., Höpken, W., Gretzel, U. (eds.): Information and Communication Technologies in Tourism (ENTER 2008), Proceedings of the International Conference in Innsbruck, Austria, 418-429, Springer, Vienna-New York.
Mitsche, N., Bauernfeind, U., Lombardi, P., Ciaffi, D., Guida, A., Paskaleva-Shapira, K. and E. Besson (2007). Review of the current digitisation issues and cultural data interpretation. Deliverable 1.1. for the ISAAC project (www.isaac-project.eu).
Contact
Dr. Ulrike Bauernfeind, MODUL University Vienna, Department of Tourism and Hospitality Management, Am Kahlenberg 1, 1190 Vienna, Austria ulrike.bauernfeind@modul.ac.at | www.modul.ac.at
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