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The omnichannel customer experience in tourism and hospitality represents a dynamic journey that seamlessly integrates online and offline interactions for customers, reflecting an increasingly prevalent trend in the digital era. However, previous literature has yet to explore this rising phenomenon comprehensively within tourism and hospitality. This dissertation aims to fill this research gap through a three-study mixed-methods research design. Study 1 adopted a netnographic approach to qualitatively investigate the characteristics of the omnichannel customer experience in tourism and hospitality. The findings revealed that sequences of the omnichannel customer experience journey can vary (online → offline or offline → online). Different levels of consistency in omnichannel customer experience cater to varying customer needs. The online tours can serve five roles: offline tour substitution, offline tour planning, offline tour promoting, offline tour recalling, and offline tour complementing. Study 2 employed a propensity score matching approach and causal tree analysis to explore the impact of launching online tours in addition to offline experiences on customer satisfaction. The findings indicated that launching an online virtual tour in addition to the offline experience significantly increases customer satisfaction regarding advertising accuracy. Study 3 adopted an experimental approach to examine how omnichannel customer experience consistency affects customer satisfaction, revisit intention and recommendation intention, and to explore the moderating role of novelty seeking. The findings demonstrated that consistent omnichannel customer experience leads to more positive customer satisfaction, revisit intention, and recommendation intention towards online tours and omnichannel tours. When omnichannel customer experience consistency is low, individuals with high novelty-seeking motivation exhibit higher customer satisfaction, revisit intention, and recommendation intention towards offline tours compared to those with low novelty-seeking motivation and those experiencing highly consistent omnichannel customer experience. This dissertation provides valuable insights into the evolving omnichannel landscape of tourism and hospitality, shedding light on the nature and impact of the omnichannel customer experience journey. / Tourism and Sport

Baigiamajame magistro darbe nagrinėjamos vienos iš šiuolaikinių vizualizacijos priemonių – virtualaus turo – aktualijos, įžvelgtos analizuojant pasaulinę virtualaus turo taikymo praktiką. Aprašomi apžvalginio tyrimo, atlikto siekiant išsiaiškinti virtualaus turo klasifikaciją, paplitimą, pranašumus bei trūkumus ir kitą aktualią informaciją, rezultatai. Nagrinėjamos virtualaus turo kūrimo technologijos. Aptariamos virtualaus turo pritaikymo galimybės nekilnojamojo turto sektoriaus subjektams. Pateikiami pasiūlymai tinkamiausio virtualaus turo tipo pritaikymui atskiriems nekilnojamojo turto atvejams priklausomai nuo nekilnojamojo turto tipo. Aprašomos virtualaus turo taikymo galimybės turizmo sektoriuje ir nekilnojamojo kultūros paveldo vertybių skaitmeninimo bei populiarinimo srityje. Apibendrinant virtualaus turo panaudojimo galimybes, pateikiama SSGG analizė. Nagrinėjama virtualaus turo reikšmė visuomenei žmogaus gyvenimo kokybės kontekste. Išnagrinėjus teorines ir praktines virtualaus turo panaudojimo galimybes, pateikiamos baigiamojo darbo išvados ir pasiūlymai. Darbą sudaro 6 dalys: įvadas, virtualaus turo reikšmė nekilnojamojo turto sektoriuje, situacijos analizė: virtualaus turo apžvalga, virtualaus turo panaudojimo galimybės, išvados ir pasiūlymai, literatūros sąrašas. / The final master’s thesis examines the issues related to one of contemporary means of visualisation, virtual tours, and determined in the analysis of the global practice related to the application of virtual tours. The thesis describes the results of the study, which aimed to discover classification, penetration, advantages and disadvantages, and other relevant information about virtual tours. The technologies used in development of virtual tours are analysed. The potential of virtual tours to be employed by subjects operating in the real estate sector is discussed. Suggestions are made how to select the best type of a virtual tour for specific cases of real estate depending on its types. The potential of virtual tours in the tourism sector and in the area of discretisation and promotion of real estate heritage is described. A SWOT analysis summarises the potential use of virtual tours. The significance of virtual tour to society in the context of the quality of human life is analysed. Analysis of theoretical and practical possibilities to employ virtual tours is made and the final thesis ends with the conclusions and suggestions. The thesis comprises of six parts: introduction; significance of virtual tours in the real estate sector; the analysis of the situation: review of virtual tours; the potential of virtual tours; the conclusions and suggestions; and the list of literature.

This thesis deals with the making of virtual tours in the virtual reality. It deals with panoramic photographs and their use in creating virtual tours. In this thesis, two applications were designed and implemented. The first one as a web editor for creating and the other as a mobile application for viewing virtual tours. The created solution provides a comprehensive tool for working with virtual tours.

The thesis deals with the creation of a three-dimensional virtual view with the use of the new WebGL standard in combination with O3D javascript framework. The result is freely available web application which generates a virtual tour of sent series of photographs. Afterwards, the photographs are processed by the server, which on the basis of found corresponding points creates 3D scene. The application is based on a freeware application Bundler [40] which is used for identifying 3D points in uploaded photographs and related cameras (the places from which the photographs were taken). Bundler outputs are processed by Jetty web server with the use of Java script. At this point, all data required for the creation of a view are gathered. The display of the final result is then realized via HTML5, CSS, WebGL and Javascript using O3D.

Underground Research Laboratories (URLs) allow geoscientific in-situ experiments at large scale. At the Mont Terri URL in Switzerland, international research groups conduct numerous experiments in parallel. The measured and simulated data as well as research results obtained from them are highly relevant as they improve the general understanding of geological processes, for example in the context of radioactive waste disposal. Unfortunately, the data obtained at the test site is often only available to researchers who are directly involved in a particular experiment. Furthermore, typical visualisation techniques of such data by domain scientists often lack spatial context and accessing and exploring the data requires prior technical knowledge and a high level of effort.We created a digital replica of the Mont Terri URL and thereby implemented a prototype of a Virtual Experiment Information System that integrates highly heterogeneous data from several different sources. It allows accessing and exploring the relevant data embedded in its spatial context without much prior technical knowledge. Both, simulation results and observation data are displayed within the same system. The 4D visualisation approach focuses on three exemplary experiments conducted at Mont Terri and is easily transferable to other experiments or even other URLs. The Unity Game Engine has been used to develop the prototype. This allowed to build the application for various output devices like desktop computers or Virtual Reality hardware without much additional effort. The implemented system reduces the technical effort required to access and explore highly relevant research data and lowers the cognitive effort usually needed to gain insights from measurements, simulation models and context data. Moreover, it promotes exchange among research groups by enabling interactive visualisations embedded in the URL’s spatial context. In addition, a future use of the system for the communication of scientific methods and results to stakeholders or the general public is plausible.

As a cutting-edge technology, VR is applied to all aspects of life. Especially when the pandemic is spreading, the immersive experience of VR provides another possibility for people's virtual tours and online exhibitions. Limited by the high price of professional VR equipment, VR technology still exists in specific professional fields. This project mainly studies some of the challenges of immersive experience on mobile phones and improves the immersive experience to make the virtual tour convenient and straightforward on mobile phones. Through research, it is found that interactive 360-video may be a potential solution. Users can explore freely in 360-video and interact with people or things in the environment. The most important thing is that interactive 360-video can rely on mobile phones as a medium so that everyone can afford it, and it allows users to explore and discover anytime, anywhere. / <p>Examensarbetet är utfört vid Institutionen för teknik och naturvetenskap (ITN) vid Tekniska fakulteten, Linköpings universitet</p>

In the published article, there was an error concerning the FE Experiment. Incorrect information was used regarding the heaters’ power and temperature. A correction has been made to Chapter 3: Visualisation of Selected Experiments, Sub-section 3.3 “Full- Scale Emplacement Experiment”, Paragraph 1. The sentence previously stated: “They work with up to 1,500W each and emit heat up to 195°C.” The corrected sentence now states: “They work with up to 1,350W each and emit heat up to 135°C.” The authors apologize for this error and state that this does not change the scientific conclusions of the article in any way. The original article has been updated.

The aim of the work was to put together the list of possible ways to use high resolution image in real estate practice. Photographies are created by stitching more than one image on itself. Further on was developed methodology of working with these images and was made an illustration with detailed description of the procedure for each individual case. For each procedure were proposed possibilities in practical using. For the thesis purposes was conducted real estate and public survey. Based on results of the survey were purposed draft measures to improve internet real estate advertising.

[ES] La puesta en valor y disfrute del patrimonio arquitectónico a menudo son obstaculizados por limitaciones físicas del entorno, burocráticas, legales, etcétera. En esta "era figital" (phygital) la tecnología digital puede fácilmente complementar a la realidad física para solventar estas limitaciones y además mejorar las experiencias de acercamiento que el usuario valora como inolvidables. La accesibilidad, en sus diferentes acepciones, y el adjetivo "inteligente" (smart) son conceptos muy presentes en esta investigación porque en la era tecnológica en la cual nos encontramos la sociedad así lo demanda y así lo recogen todos los sectores económicos y culturales. Los rápidos avances tecnológicos y el abaratamiento de los dispositivos han fomentado en los últimos años un afán de investigación y creación de experiencias digitales sin precedentes, a veces sin un rumbo preciso, a veces con gran confusión en uso de términos, conceptos y resultados. Para ello, esta investigación tiene como objetivo diseñar una metodología que ayude a los gestores y conservadores del patrimonio arquitectónico temáticamente interconectado en la realización de unas rutas integradas, reales y virtuales, que pueda disfrutar un usuario no experto. El campo de experimentación de la metodología será la línea de Torres de Telegrafía Óptica de Madrid a Valencia. Se trata de un conjunto de treinta torres declaradas Bienes de Interés Cultural pertenecientes al siglo XIX que representan un hito físico en el territorio así como un hito tecnológico en la historia y arquitectura industrial y militar españolas. Se ha elegido este caso de estudio por ser una red sistémica, por la amplia casuística de estados de conservación y contextos que permiten diseñar una metodología lo suficientemente flexible y extrapolable a diferentes situaciones del patrimonio arquitectónico. A esto, cabe añadir, la experiencia profesional y de investigación que el investigador ha ido desarrollando en los últimos años en este tipo de patrimonio. De la revisión bibliográfica a la identificación de tendencias metodológicas, del esclarecimiento de conceptos a la elección de las tecnologías más adecuadas, se llega a definir estrategias y generar resultados teóricos y prácticos testados sobre el objeto de experimentación, con el fin de evaluar su viabilidad técnica y su calidad cultural. Un punto de partida para la experimentación e investigaciones futuras. / [CA] La posada en valor i fruïció del patrimoni arquitectònic sovint són obstaculitzats per limitacions físiques de l'entorn, burocràtiques, legals, etcètera. En aquesta "era figital" (phygital) la tecnologia digital pot fàcilment complementar a la realitat física per a solucionar aquestes limitacions i a més millorar les experiències d'acostament que l'usuari valora com a inoblidables. L'accessibilitat, en les seues diferents accepcions, i l'adjectiu "intel·ligent" (smart) són conceptes molt presents en esta investigació perquè en l'era tecnològica en la qual ens trobem la societat així ho demana i així ho arrepleguen tots els sectors econòmics i culturals. Els ràpids avanços tecnològics i l'abaratiment dels dispositius han fomentat en els últims anys un afany d'investigació i creació d'experiències digitals sense precedents, a vegades sense un rumb precís, a vegades amb gran confusió fent ús de termes, conceptes i resultats. Per a això, esta investigació té com a objectiu dissenyar una metodologia que ajude als gestors i conservadors del patrimoni arquitectònic temàticament interconnectat en la realització d'unes rutes integrades, reals i virtuals, que puga gaudir un usuari no expert. El camp d'experimentació de la metodologia serà la línia de Torres de Telegrafia Òptica de Madrid a València. Es tracta d'un conjunt de trenta torres declarades Béns d'Interés Cultural pertanyents al segle XIX que representen una fita física en el territori així com una fita tecnològica en la història i arquitectura industrial i militar espanyoles. S'ha triat aquest cas d'estudi per ser una xarxa sistèmica, per l'àmplia casuística d'estats de conservació i contextos que permeten dissenyar una metodologia prou flexible i extrapolable a diferents situacions del patrimoni arquitectònic. A això, cal afegir, l'experiència professional i d'investigació que l'investigador ha anat desenvolupant en els últims anys en aquesta mena de patrimoni. De la revisió bibliogràfica a la identificació de tendències metodològiques, de l'esclariment de conceptes a l'elecció de les tecnologies més adequades, s'arriba a definir estratègies i generar resultats teòrics i pràctics testats sobre l'objecte d'experimentació, amb la finalitat d'avaluar la seua viabilitat tècnica i la seua qualitat cultural. Un punt de partida per a l'experimentació i investigacions futures. / [EN] The enhancement and enjoyment of architectural heritage are often hindered by certain physical constraints of the environment, bureaucratic constraints, legal constraints, etc. In this "Phygital Era", digital technology can easily complement physical reality to overcome these limitations and improve the experiences of approach that the user values as unforgettable. Accessibility, in its different meanings, and the adjective "smart" are very present in this research because in the technological era in which we find ourselves, society demands it, a fact which is reflected in all economic and cultural sectors. Rapid technological advances and the cheapening of devices have fostered in recent years an unprecedented eagerness for research and the creation of digital experiences, sometimes without a precise direction, sometimes with great confusion in the use of terms, concepts and results. To this end, this research aims to design a methodology that helps managers and curators of thematically interconnected architectural heritage realise integrated, real and virtual routes that a non-expert user can enjoy. The field of methodology experimentation will be the line of Optical Telegraphy Towers from Madrid to Valencia. It is a set of thirty towers declared Assets of Cultural Interest belonging to the nineteenth century that represent a physical landmark in the territory and a technological milestone in Spain's history and industrial and military architecture. This case study has been chosen because it is a systemic network, because of the wide casuistry of conservation states and contexts that allow the design of a methodology that is sufficiently flexible and extrapolated to different situations of architectural heritage. It is worth mentioning the professional and research experience the researcher has developed in recent years into this type of heritage. From the literature review to the identification of methodological trends, from the clarification of concepts to the choice of the most appropriate technologies, strategies are defined and theoretical and practical results are generated on the object of experimentation to evaluate its technical feasibility and cultural quality. A starting point for future experimentation and research. / De Dato, P. (2024). Conservación y puesta en valor del patrimonio en la era Phygital: Metodología para rutas reales y virtuales mediante RA-RV [Tesis doctoral]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/204144