Jeju Island comes second to only Seoul as Korea’s most visited destination, yet most visitors do not have the chance to go beyond brief visits and immerse themselves in the island’s history and cultural heritage. This project introduces the cultural heritage of Jeju Island to visitors through virtual reality/augmented reality (VR/AR) model visualization technology, namely JejuView, which provides an intuitive way to experience cultural heritage sites on the island. The proposed VR/AR application is designed to introduce a series of heritage spots on Jeju Island through (i) a printed Jeju map with embedded QR code markers that enable viewers to experience the locations without being present at the site, (ii) a mobile device with WebGL supported browser which allows 3D content to be rendered, and (iii) an AR library (A-Frame.io) that enables enthusiasts to recreate similar work. To test the effectiveness of the proposed VR/AR application, the authors conducted an experiment with 251 participants to test the research model based on the technology acceptance model (TAM) and employed generalized structured component analysis (GSCA) for the analysis. Results show that when using sensory new media such as VR/AR, consumers are more focused on the hedonic value than on the utilitarian value of the information. In conclusion, the proposed VR/AR application is complementary to existing studies and provides significant support to researchers, engineers, and designers developing VR/AR technologies for use in cultural education and tourism marketing.

In this paper, we propose a novel strep throat detection method using a smartphone with an add-on gadget. Our smartphone-based strep throat detection method is based on the use of camera and flashlight embedded in a smartphone. The proposed algorithm acquires throat image using a smartphone with a gadget, processes the acquired images using color transformation and color correction algorithms, and finally classifies streptococcal pharyngitis (or strep) throat from healthy throat using machine learning techniques. Our developed gadget was designed to minimize the reflection of light entering the camera sensor. The scope of this paper is confined to binary classification between strep and healthy throats. Specifically, we adopted k-fold validation technique for classification, which finds the best decision boundary from training and validation sets and applies the acquired best decision boundary to the test sets. Experimental results show that our proposed detection method detects strep throats with 93.75% accuracy, 88% specificity, and 87.5% sensitivity on average.

Contextual advertising is growing in digital marketing communication. Previous research on traditional media has shown that the surrounding context affects advertising effectiveness. Similarly, the context in a game may influence a player’s processing of brands advertised in that game. To examine the effects of contextual advertising in games, the present article affords two independent experiments investigating how positive and negative game contexts influence players’ memories and attitudes with respect to brands advertised via billboards in games. Drawing from literature on the limited capacity model, the authors demonstrate that positive and negative game contexts decrease brand memory since they require a high level of cognitive effort. The authors also find that varying a game context influence the perception of brands advertised in the game via the contextual priming mechanism and that positive contexts generate more positive brand attitudes than negative or neutral contexts. The findings have important implications for consumer researchers and marketers, as they indicate how contexts in games can be utilized to establish brand awareness and increase positive brand perceptions in contextual advertising using games.

Various efforts are used to preserve American history including relying on formal education, distributing information (text, video or visual aids) on social channels, displaying artifacts in historical centers or more recently, virtual reality applications posted on a shared medium. However, many of the newly developed applications are designed specifically for dedicated hardware rather than for a broad audience, thus creating a barrier for disseminating cultural values. In this paper, we propose a web-based Augmented Reality (AR) application, namely PalmitoAR, which provides an intuitive way of observing one of the most significant historical Civil War battlefields, Palmito Ranch Battlefield located in Cameron County, Texas. The proposed AR application is designed to resurrect a series of events through (i) a printed map of Palmito Ranch with embedded markers that enables viewers to experience the battle without being present at the site, (ii) a mobile device with a WebGL supported browser that allows 3D contents to be rendered, and (iii) an AR library (A-Frame.io) that enables enthusiasts to recreate similar work. Our methodology strongly relies on the benefits of a simple, robust algorithm for AR marker recognition to position 3D models in a specific context and time. As a result, the proposed AR application is complementary to existing work and provides a seamless experience for a wide range of viewers. We evaluated and improved the application with the help of twenty-six users to gather perspectives on the specific benefits of employing AR in learning about battlefields and reenactment. The technology acceptance model was adapted to access an individual’s acceptance of information technology.

Social media platforms are widely used nowadays by various businesses to promote their products and services through multimedia content. Instagram is one of those platforms, which is used not only by companies to promote their products but also by local governments to promote tourist destinations. Predicting the popularity of the promotional tourist destination images helps marketers to plan strategically. However, given the abundance of images posted on Instagram daily, identifying the factors that determine the popularity of an image is a big challenge, due to informal and noisy visual content, frequent content evolution, a lack of explicit visual elements, and people’s informal behavior in liking, commenting on, and viewing the images. We present an approach to identify the factors most responsible for the popularity of tourist destinations-related images on Instagram. Our approach provides a proof of concept for an artificial intelligence (AI)-based real-time content management system, which will help to promote a tourist destination. The experiments on a collection of posts crawled from the official Instagram account of Jeju Island, which is one of the most popular tourist destinations in Korea, show that the recency of the post is the most important predictor of the number of likes and comments it will receive. Moreover, the combination of visual content and context features is an excellent predictor of popularity. The number of likes and comments are found to be complementary to each other for predicting image popularity.