This document summarizes a presentation given at the 3rd Corfu Symposium on Managing & Marketing Places from April 18-21, 2016. The presentation by Dr. Timothy Jung and Dr. M. Claudia tom Dieck from Manchester Metropolitan University conceptualized how mixed reality technologies (a combination of augmented and virtual reality) can enhance visitor experiences at heritage places. Specifically, it proposed that Pine and Korn's "Multiverse" model could be applied to heritage sites to stage augmented and virtual experiences that allow visitors to engage with both accessible and non-accessible areas of the sites. It provided the example of how mixed reality could be used at Geevor Tin Mine museum, a UNESCO World Heritage site, to

1. sponsored by
Proceedings of the
3rd
Corfu Symposium on
Managing & Marketing
Places
18th
- 21st
April 2016
Corfu Mare Boutique Hotel
Corfu, Greece

2. 3rd Corfu Symposium on Managing & Marketing Places
18th – 21st April 2016
18
Day 3 – Wednesday 20th
April
10:00 – 11:00 Session 6: Facilitator – Dr Heather Skinner
Place and heritage
Thinking and Re-thinking about Places: Dark Heritage Sites
Audrey Gilmore Ulster University, N. Ireland
Roxana Magee Ulster University, N. Ireland
Andrea Reid Ulster University, N. Ireland
Lisa Harkness Ulster University, N. Ireland
Conceptualising the Value of Mixed Reality for Enhancing Visitor Experience at
Heritage Places
Timothy Jung Manchester Metropolitan University, UK
Mandy Claudia tom Dieck Manchester Metropolitan University, UK
11:00 – 11:30 Coffee
11:30 – 13:00 Session 7: Facilitator – Professor Cathy Parker
Special Session - Writing for Publication: linking academics
and practitioners: Introduction to the Institute of Place
Management, and the Journal of Place Management and
Development
13:00 – 14:30 Lunch
14:30 – 17:30 Coach departs from the Symposium Hotel for our visit to the
Ropa Valley where we will visit Mavromatis Distillery and
the Theotoky Estate.
17:30 Coach departs Theotoky Estate for our return to the Symposium
Hotel.
19:00 Trip to Corfu Town - Delegates may take up the opportunity of
joining us in Corfu town where we will take an evening guided
walk around this historic UNESCO World Heritage Centre
(dinner is not included but there are plenty of cafes, tavernas and
restaurants in the town).

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Session 6
Place and Heritage

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Conceptualising the Value of Mixed Reality for Enhancing Visitor
Experience at Heritage Places
Dr Timothy Jung and Dr M. Claudia tom Dieck
Manchester Metropolitan University
Corresponding author:t.jung@mmu.ac.uk
Pine and Korn (2011, p. 1) are on the forefront identifying opportunities of mixed realities,
combination of augmented reality and virtual reality, for consumers’ value enhancement and
revealed eight realms in the Multiverse including “reality, augmented reality, alternate reality,
warped reality, virtuality, augmented virtuality, physical virtuality, and mirrored virtuality”.
In each of these realms, consumers receive value from some type of technology that enhances
their lives and thus businesses and places need to reach through these realms in order to
identify new opportunities of adding more value to consumers. In the visitor experience
context, mixed realities are changing the way tourists experience environments when visiting
places. Augmented reality has previously been proven to enhance experiences through the
overlay of digital information into visitors’ immediate surroundings (Han et al., 2014; Jung et
al., 2015; tom Dieck et al., 2015) whilst virtual reality was found to provide tourists and
visitors with rich information and experience with a focus on trip planning before visiting
destinations (Huang et al., 2015). However, a focus on the experience of mixed realities while
visiting places is scarce (Jung et al., 2016). Particularly in the context of heritage places such
as UNESCO World Heritage Sites, Cranmer et al. (2016) found latest technologies enable an
enhancement of the visitor experience through interactive, informative and enjoyable
information without interfering with nature and traditional landscapes. Therefore, the aim of
this paper is to conceptualise how a heritage place such as UNESCO World Heritage Site can
add value to the visitor experience through the inclusion of mixed realities.

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In 2011, Pine and Korn proposed the realms of multiverse (Figure 1), a model which
proposed that experiences occur around space, time and matter axes. Each of the eight realms
of the model has its roots in reality which is positioned in the real place at the actual time and
matter. The present study focuses on augmented reality, which is according to Pine and Korn
(2011), moves a bit further ahead to the no matter spectrum due to the provision of digital
information at the actual time of experience within a real space as well as virtual reality
which moves a bit further and provides visitors and consumers with experiences in a virtual
space in a more autonomous time. According to Stone (2015), there has been a wide range of
studies describing the potential contributions of new and innovative interactive digital
technologies to the preservation, understanding and interpretation of sites, artefacts and
events over the past decade. In this paper, it is proposed that in the case of UNESCO World
Heritage Sites, the model of the realms in the multiverse can be applied to stage augmented
and virtual experiences while visiting the real heritage places in order to enhance visitor
experiences. In particular, non-accessible sites can be made accessible through the staging of
a virtual experience. This is proposed to add value to the heritage places through an enhanced
service offering providing enhanced information without compromising on original places
(tom Dieck & Jung, 2016) as well as visitors experience and perceived value (Cranmer et al.,
2016). In particular, augmented reality as a tool can be used to provide digital (no-matter)
content on heritage places and natural objects (matter) in real-time and real places. On the
other hand, virtual reality can provide a digital experience in real-time or in autonomous time
on real space using a virtual space. Hence, heritage places are enabled to utilise the full
spectrum displayed in Figure 1 to provide their visitors with an enhanced experience of their
place.
In this short paper, the case of Geevor Tin Mine museum, a UNESCO World Heritage
recognised site, is used as an example to show how the realms of multiverse can be used to
enhance the visitor experience with a specific focus on reality, augmented reality and virtual
reality and how these three interlink. Geevor Tin Mine museum is located in Cornwall, UK,
and has a broad target market from school groups to senior visitors. Consequently, the need
for the creation of enjoyable and interactive as well as accessible content is one of the
priorities in terms of visitor experience.

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Fig.1. The Multiverse (Pine and Korn, 2011)
Geevor Tin Mine museum as a place spreads over a large natural area directly at the ocean
and the experience include the exploration of old machinery and mines. However, due to the
World Heritage Status, information signs are limited for preservation purposes. Augmented
reality provides an ideal tool to provide enjoyable, informative and interactive information
overlaid into visitors’ direct vision without compromising on the museum and its natural
surroundings while adding to the value creation process. Virtual reality can be used to help
explore non-accessible sites such as mines as well as enable young children, senior visitors or
disabled visitors to explore the underground mines which otherwise would be hidden.
Overall, the use of mixed realities while visiting heritage places can help to overcome
accessibility issues, preserve natural places as well as enhance the visitor experience allowing
for a fuller and more immersive way of visiting places. The present study proposed how
mixed reality could add value to enhance the experience at heritage places. Implementing a
mix of digital technologies is expected to create value for visitors and therefore, future
research and case studies are required to develop mixed (augmented and virtual) reality
applications to test the enhancement of the visitor experience.
No-Time
(Autonomous)
Autonomous
Events
No-Matter
(Bits)
Digital
Substances
No-Space
(Virtual)
Virtual
Places
Time
(Actual)
Actual
Events
Matter
(Atoms)
Material
Substances
Space
(Real)
Real
Places

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References
Cranmer, E., Jung, T., tom Dieck, M.C., & Miller, A. (2016). Understanding the Acceptance
of Augmented Reality at an Organisational level: The Case of Geevor Tin Mine
Museum, In Information and Communication Technologies in Tourism, Springer:
Heidelberg.
Han, D. I., Jung, T., & Gibson, A. (2013). Dublin AR: Implementing Augmented Reality in
Tourism. In Information and Communication Technologies in Tourism 2014 (pp. 511-
523). Springer International Publishing.
Huang, Y.C., Backman, K. F., Backman, S. J., & Chang, L. L. (2015). Exploring the
Implications of Virtual Reality Technology in Tourism Marketing: An Integrated
Research Framework. International Journal of Tourism Research.
Jung, T., Chung, N., & Leue, M. C. (2015). The determinants of recommendations to use
augmented reality technologies: The case of a Korean theme park. Tourism
Management, 49, 75-86.
Jung, T., tom Dieck, M.C., Lee, H., & Chung, N. (2016). Effects of Virtual Reality and
Augmented Reality on Visitor Experiences in Museum, In Information and
Communication Technologies in Tourism, Springer: Heidelberg.
Pine, J., & Korn, K. (2011). Infinite Possibility: Creating Customer Value on the Digital
Frontier, Berrett-Koehler Publishers, San Francisco.
Stone, R. (2015). Virtual and Augmented Reality Technologies for Applications in Cultural
Heritage: A Human Factors Perspective. Furnace, 2, 1-18.
tom Dieck, M. C., & Jung, T. (2015). A theoretical model of mobile augmented reality
acceptance in urban heritage tourism. Current Issues in Tourism, 1-21.
tom Dieck, M. C., & Jung, T. (2016). Value of Augmented Reality to enhance the Visitor
Experience: A Case study of Manchester Jewish Museum, eReview of Tourism
Research, 1-5.