Running head: THE MAGIC KEY TO THE KINGDOM 1

The Magic Key to The Kingdom: A Market Analysis of the MagicBand Communication

Technology at Disney

Michelle Senter

University of Central Florida

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Introduction

In the increasingly digitalized world we now live in, smart technologies and devices are all around us. To keep up with new generation consumer trends, such smart technologies have even made their way into the theme park market industry such as the introduction of Disney’s wearable innovation called the MagicBand. In order to examine the factors affecting whether or not consumers are actually using or adopting such smart technologies such as these wearables as well as if they are facilitating any social interactions for consumers, I will apply the theoretical perspective of the Technology Acceptance Model (TAM). I plan on investigating how smart tourism technologies, which create smart destinations, are changing and affecting the experience of tourists along with the impacts of the social connectivity aspects of the IoT technologies by completing a market analysis on Disney’s MagicBand technology. I will be analyzing whether or not certain aspects of smart technologies—such as the personalization attributes—are more important to tourists or more influential than others in adopting the devices, the development of new media for users to consume by these devices, and what kinds of inter-connections these devices are influencing amongst adopters.

By examining consumer attitudes towards these features of smart technologies in smart destinations as well as conceptualizing what key attributes impact their experience and acceptance behaviors, I will be able to analyze the effectiveness of the introduction of the

MagicBand by Disney into their Orlando theme parks. The tourism market currently has a unique opportunity to co-create experiences with their visitors through targeted and strategic use of IoT technologies which could potentially lead to a plethora of benefits to multiple stakeholders—such as enhanced image of the tourism destination or increased revisit intentions—ultimately leading to a competitive edge in the theme park market industry. THE MAGIC KEY TO THE KINGDOM 3

This market analysis will first look at the emergence of connected consumers and the

Internet of Things (IoT), how to apply the TAM theoretical lens to wearable devices and smart technologies, the effects of personalized communication and advertising when it comes to smart technologies, and the effects these smart tourism technologies have on tourists’ overall experiences. Throughout the paper, I analyze other companies in the smart tourism technology market while also identifying existing and obsolete technologies in the market. Last, I provide details on the implications for the future of smart technologies, specifically in the tourism and smart destination market.

Connected Consumers & The Internet of Things (IoT)

According to the World Tourism Organization (UNWTO) (2018), tourism is the world’s third largest export category. Considering the immense global economic impacts of tourism, it is important for tourism leaders like The Company to increase their market share and competitiveness by adapting to the digitalized and interactive world of the 21st century, like with the implementation of their wearable innovation called the MagicBand (Figure 1). With the recent explosion of IoT technologies, we have seen a rise in individuals’ desire to be a

“connected consumer”. Consumers now want a multilevel and multidimensional connectivity experience that allows them to interactive with their products and objects like never before

(Verhoef, Stephen, Kannan, Luo, Abhishek, Andrews, Bart, Datta, Fong, Hoffman, Hu, Novak,

Rand, & Zhang, 2017). This has led to the development of smart devices such as smart phones, smart TVs, smart watches or wearables, and more that allow for a new wave of consumer connectivity where smart objects not only connect to consumers but connect to other smart objects as well (Verhoef et al., 2017).

In fact, installed IoT devices are expected to rise from just over 26 billion in 2019 to over

30 billion in 2020 alone (Statista Research Department, 2016) (Figure 2). With the rise of THE MAGIC KEY TO THE KINGDOM 4 installed IoT devices also comes more research on how we communicate with these devices and interact with them overall. We have seen a large shift in the market towards more personalized and optimized experiences for consumers and these IoT technologies are making that possible through connected smart objects like wearables. Researchers have now begun examining the effects of smart devices’ interaction styles on consumers’ brand perceptions (Wu, Chen, & Dou,

2017). In one such study, researchers explored whether or not consumers’ perception of the brand that developed an IoT will differ if the style of interaction between a smart object and a consumer is comprised of more friend-like communication vs engineer-like communication (Wu et al., 2017). Findings suggest that adopting a friend-like interaction style over an engineering- like interaction style can in fact enhance brand warmth, brand competence, and brand attachment

(Wu et al., 2017).

With the widening of the smart device market—specifically when it comes to the tourism industry and smart tourism technologies—consumer preferences on how the device communicates with them are critical to remember for developers in the market like Disney.

Understanding the importance of IoT technologies and their inter-connections with consumers as well as other objects appeared to be at the very forefront of Disney CEO Robert Iger’s plan to implement the MyMagic+ technology and MagicBand. According to Fast Company, the

MyMagic+ implementation was considered “a sweeping plan to overhaul the digital infrastructure of Disney’s theme parks, which would upend how they operated and connected with consumers” (Carr, 2015). Ultimately, it is clear consumer expectations for smart technologies have risen and consumers now not only expect an organization’s devices to communicate and connect with them, but to do so in a friendly and personalized manner.

Technology Acceptance Model (TAM) & Wearable Devices THE MAGIC KEY TO THE KINGDOM 5

With the recent surge in creation of IoT technologies, it is also important to understand factors that affect acceptance and usage of these devices in order to analyze how to successfully implement them into a tourism destination, effectively turning it into a smart destination

(Femenia-Serra, Perles-Ribes, & Ivars-Baidal, 2019). By using TAM as a lens, researchers have begun to analyze psychological factors and inhibitors of consumer acceptance behaviors, specifically when it comes to wearable technologies (Adapa, Nah, Hall, Siau, & Smith, 2018;

Chang, Lee, & Ji, 2016; Kim & Shin, 2015) (Figure 3). Some contributing factors found to be considerably important in consumers’ adoption behaviors of wearable technologies are image, personal value, anticipated usefulness and form (Adapa et al., 2018), while factors like perceived usefulness, perceived ease of the technology’s use, subcultural appeal, and cost of smart watches were important predictors of user attitude and intention to use the technology (Kim & Shin,

2015).

Research has also been conducted on adoption of other wearable smart technology devices in smart tourism destinations such as museums and art galleries (Leue, Jung, & tom

Dieck 2015; tom Dieck, Jung, & Han, 2016). In a 2016 study on the implementation of wearable smart glasses in the Manchester Art Gallery, findings suggest that content requirement, functional requirement, comfort, experience and resistance are all important areas of influence when it came to adoption of the wearable smart glasses (tom Dieck et al., 2016). In the content requirement, personalization was highlighted as an important factor in the choice to adopt the wearable smart glasses and when it came to function requirements, social functions were considered important components for adoption as well as ease of use (tom Dieck et al., 2016).

When analyzing factors that affect acceptance and usage of these devices in the tourism market, it is important to include not only social function capabilities of the smart technology, but social influence surrounding the use of the technology. THE MAGIC KEY TO THE KINGDOM 6

In a 2016 study on factors influencing Chinese tourists’ intentions to use the Taiwan

Medical Travel App (TMT), researchers found, “social influence significantly affects the intention to use the TMT App,” (Compeau & Higgins, 1995; Taylor & Todd, 1995; Venkatesh,

Morris, Davis, & Davis, 2003, as cited in Chang, Lee, & Ji, 2016, p. 407). Hence, when organizations are trying to introduce a smart technology into their tourism destination, it is vital for them to consider the TAM approach, which argues that social influence will impact behavioral intention and ultimately use behavior of the product (Venkatesh et al., 2003). A particular emerging marketing technique that has the potential to influence consumers adoption of smart technologies in the tourism market is electronic word-of-mouth (eWOM). While traditional word-of-mouth (WOM) can be defined as “an informal communication process that allowed consumers to share information regarding products and services,” (Hawkins,

Mothersbaugh, & Amit, 2010, as cited in Yang, 2017, p. 96) the Internet revolutionized this communication process by extending its reach immensely. With the advent of eWOM, consumers have the capacity to discuss their opinions through numerous electronic platforms including but not limited to “blogs, electronic bulletin board systems, forums, online communities, and review websites,” (Yang, 2017, p. 94).

Research shows social media, along with other eWOM platforms, are now being used more than ever to help consumers make purchasing and technology adoption behavior decisions

(Gurbuz, Kilic, & Yegin, 2017; Ismagilova, Slade, Rana, & Dwivedi, 2019). According to a

2017 study, 95.6% of participants surveyed revealed that they do research on the Internet before they purchase a product or service online and follow social media, blogs, and e-trade pages

(Gurbuz et al., 2017). In addition to impacting intention to purchase, scholars have found eWOM also positively impacts intention to choose tourist destinations and intention to travel (Ismagilova et al., 2019; Jalilvand, Samiei, Dini, & Manzari, 2012; Jalilvand, Ebrahimi, & Samiei, 2013). THE MAGIC KEY TO THE KINGDOM 7

While there are several motivating factors impacting consumers decisions to engage in eWOM, one particularly important factor to focus on is egoism (Figure 4). Scholars suggest that egoism is a personal motivation a consumer has for sharing eWOM that can be linked to an emotional need to gain self-enhancement such as an improved reputation (Yang, 2017).

In a study analyzing a popular restaurant review website and eWOM intentions, Yang

(2017) found “Consumers can derive benefit by expressing themselves as an expert and altering reputation. Both restaurant experience factor and egoism are therefore crucial predictors to eWOM communication,”(p. 114). In other words, consumers are self-satisfying their egoism needs by engaging in eWOM and being able to identify themselves as an expert on a product or destination. Taking egoism into consideration, it is then important to consider Rogers’ (1987) diffusion of innovation (DOI) theory which states change agents or opinion leaders who are granted expertise in a certain area are instrumental in influencing adoption behaviors. Therefore, marketing techniques should not only focus on promoting eWOM, but advertising positive eWOM communications and sharing consumer generated media from these experts and change agents on their own communication channels. By doing so, marketers for smart products in tourist destinations will ultimately be able to use social influence to encourage consumer adoption behaviors, purchase intentions, as well as travel intentions to their destination.

Realizing the impact of social influence on consumer behaviors, Disney takes full advantage of eWOM by consistently posting content related to their MagicBand technology on their Disney

Parks Blog where consumers can then comment with their own experiences using the smart technology, engage in conversations with other consumers, or even share the content with their own social network audiences.

Effects of Personalized Communication Technology THE MAGIC KEY TO THE KINGDOM 8

A major benefit of IoT smart technologies, specifically these wearable technologies, is the increased personalization aspect of them that allow for a more personalized experience for the consumer (Neuhofer, Buhalis, & Ladkin, 2015). Upon analyzing the underlying mechanisms of personalization communication, it is important to note researchers have found a mediating relationship between perceived personalization and the effects of personalized advertising on attention, cognitive response, and attitude towards the message (Maslowska, Smit, & van den

Putte, 2016). In other words, personalizing an advertisement and tailoring it specifically to your target audience will have a stronger effect if the audience knows about the personalization elements. Thus, when attempting to implement a smart technology like the MagicBand, it is important for advertisers to capitalize on the specific personalization elements of the device’s communication interaction style in their advertisements. By focusing on the capability of the smart devices to provide personalized communication, advertisers will be able to strategically raise levels of perceived personalization amongst their audience and increase the effects of personalized advertising previously discussed.

Research has shown consumers now expect personalized communication from their smart devices to be tailored specifically to the user, which is made possible through personal data gathered from the smart object through large-scale data streams (Verhoef et al., 2017). However, recent studies have shown although consumers and tourists say they want a more personalized experience—which data collection helps provide—users were concerned with privacy and security issues related to such data collection (Adapa et al., 2018; Femenia-Serra et al., 2019;

Gao & Bai, 2014; Neuhofer et al., 2015; Tham, 2018; Verhoef et al., 2017). Understanding consumer concerns for these types of devices will ultimately help those in the smart technology market fully develop their current IoT devices to ensure targeted and strategic use by consumers.

For example, Neuhofer et al. (2015) analyzed the Hotel Lugano Dante’s smart technology called THE MAGIC KEY TO THE KINGDOM 9 the HGRM platform (Happy Guest Relationship Management system) which asks for guest’s permission before collecting personal information. Findings from this study suggest that although privacy is a concern for consumers using smart technology devices, they are still willing to share their personal information if the end result delivers improved services (Neuhofer et al., 2015).

The issue of privacy and willingness to share private information with tourism destinations however continues to be explored and recent findings on Spanish millennial tourists’ data sharing attitude appear to contradict Neuhofer et al.’s (2015) findings. In a study done by

Femenia-Serra et al. in 2019, the researchers found that participants did want to share general data however they were not interested in sharing personal data, which smart destinations count on in order to make a more personalized experience for their guests. Overall it would appear guests and tourists are wary about sharing personal information no matter what, and it ultimately comes down to finding a balanced solution of data sharing. Although the characteristics and elements of smart technologies, like data collection, are very important to consider, it is also important to once again consider Rogers’ (1987) DOI theory which states characteristics of an individual themselves also come into play when evaluating whether or not a technology is successfully adopted and when that adoption will occur. Rogers (1987) argues there are five distinct types of adopters with unique characteristics that impact when and how quickly the technology is adopted.

Therefore, when trying to implement a smart technology into a tourist destination, it is important to identify and understand not only the attributes of the innovation, but specific attributes and characteristics of consumers as well. For example, weariness and apprehension of data sharing elements of a smart technology could assist in classifying what type of technology adopter consumers are. According to Rogers (1987), by evaluating consumer opinions on certain THE MAGIC KEY TO THE KINGDOM 10 aspects of these smart technologies, predictions are able to be made concerning overall adoption behavior and acceptance of the technology. Ultimately, these privacy and data sharing concerns could then be seen as potential barriers to diffusion of smart technologies in tourism destinations, especially if consumers show signs of skepticism of their privacy, which could lead them to be a part of the late majority of adopter categories (Rogers, 1987). Possible solutions to overcome these barriers and consumer skepticism when it comes to smart technologies in a tourist destination (as seen in Hotel Lugano Dante’s HGRM platform) could include collecting general data automatically but asking permission before collecting personal data in order to create a safer, yet still personalized and enjoyable experience for the guest (Neuhofer et al., 2015).

It is evident Disney did in fact consider the characteristics of their consumers and what that meant in terms of technology acceptance when they first started planning for the implementation of the MagicBand technology in the mid 2000s. Disney began to understand the attributes of their consumers were changing with new generational changes. With the swift adoption of social media and smartphones, it was clear their key target audience had transitioned into a new style of technology adopters. Research has shown young people tend to have more early adopter characteristics and are more technology savvy than older generations (Avidar,

Ariel, Malka, & Levy, 2013; Kim & Park, 2012) and Disney recognized this. One former executive stated, “We were failing to recognize key consumer trends that were starting to influence how people interacted with brands. If we miss out on that next generation of guests, suddenly our burning platform is fully on fire—panic mode,” (Carr, 2015).

While it appears Disney has had success with early adopters of the MagicBand technology, one reporter even recalls an interaction with consumers who could be considered late majority adopters of the MagicBand technology. A reporter for FastCompany recalled an interaction with other consumers on his trip to Disney in 2015 stating “At dinner one night, an THE MAGIC KEY TO THE KINGDOM 11 elderly couple tells me they were skeptical of the MagicBand at first (“because we’re old!”), but that they have come to love its headache-free benefits,” (Carr, 2015). This interaction shows that

Disney was able to successfully overcome some barriers to diffusion of the MagicBand as well as some consumer skepticism and the technology is being enjoyed even by older generations.

Effects of Smart Tourism Technologies on Tourists’ Experiences

With the increased competition in the tourism and travel industry, destinations are now required to find new and innovative means to distinguish themselves as a top competitor in the market. Tourism competitiveness itself has evolved and can now be measured through several multidimensional strengths to include the technological strength of a destination (Ritchie &

Crouch, 2003). The ultimate challenge of a destination then, in regard to technological strength, is determining which technologies provide a competitive advantage and are seen by visitors as helpful and which are seen as unnecessary or even annoyances during their trip (Ritchie &

Crouch, 2003). In order to have a better grasp on the effects of smart tourism technologies on tourists’ experiences, it is important to first understand the goals of smart technologies and how that translates to tourism.

According to Neuhofer et al. (2015), the goal of smart technologies is “to assess the environment and facilitate processes to be conducted in smarter, more efficient, useful and effective manner,” (p. 247). When we look at using smart technologies in tourism, the ultimate goal according to Neuhofer, Buhalis, & Ladkin (2012) is to “enhance experiences, generate added value and increase competitiveness,” (as cited in Neuhofer et al., 2015, p. 247). Keeping in mind these goals, scholars have begun to investigate the immense impact technology has had on the tourist experience (Femenia-Serra et al., 2019; Neuhofer et al., 2012; Neuhofer et al.,

2015; Wang, Li, Zhen, & Zhang, 2015). Scholars Neuhofer et al. (2012) discuss vital information THE MAGIC KEY TO THE KINGDOM 12 about the transforming industry by introducing a conceptualized model called Technology

Enhanced Destination Experiences.

With their conceptual model, Neuhofer et al. (2012) assert that the changing climate of the destination experience can be explained by two paradigm shifts. The first is a shift from passive consumers to actively engaged tourists who co-create their own tourism experiences and the second is a shift towards using technology as a means to co-create that unique experience.

Essentially, through the process of implementing aspects of personalized communication into a smart technology used in a smart tourism destination, organizations are able to personalize the tourist experience (Neuhofer et al., 2012). By co-creating a unique experience for the consumer through the use of smart technologies and personalization, Destination Management

Organizations (DMOs) and tourism leaders like will be able to increase their competitiveness in the industry and ultimately their market share.

In order to determine which technologies are helpful according to visitors and which are less desirable, a study was done on tech-savvy tourists and their actual behaviors when it comes to information and communication technologies in a tourist destination. Femenia-Serra et al. found in this 2019 study that millennial tourists usually use mobile technology for two main purposes. For the purpose of this paper, I will focus on the findings of the second purpose that includes “social and transactional purposes, especially to share their tourist experience,”

(Femenia-Serra et al., 2019, p. 72). Focusing on that purpose, it would appear that in order to tap into the smart destination and smart tourism market, developers need to be sure their smart devices are capable of both social and transactional purposes. After reviewing information on

Disney’s MagicBand technology, you can see they have implemented both of these purposes into their smart technology. According to their website, the MagicBand can be used to unlock hotel doors, enter theme parks, secure and check in at FastPast+ locations, connect Disney PhotoPass THE MAGIC KEY TO THE KINGDOM 13 images to your account, charge food and merchandise purchases to your Disney Resort hotel room, make dinner reservations, personalize the guest experience, and more (Walt Disney

World, n.d.).

Lessons From The Past And Implications For The Future

In the end, Disney’s desire to join the IoT movement encouraged the development of this emerging new communication technology known as the MagicBand that was first introduced to the market in 2013 (Borkowski, Sandrick, Wagila, Goller, Ye, & Zhao, 2016). When the developers of this technology sat down to reimagine the way guests interacted and connected to the theme park, their first step was to identify current complications guests were facing and come up with solutions on how technology could be used to correct those issues. Examples of specific problems included long lines for rides, food, and bathrooms, parents struggling to carry all of their necessary items, and congestion and traffic buildup of guests near park entrances (Carr,

2015). Coupled with RFID fingerprint technology, market research shows the implementation of the MagicBand has successfully solved some of these park issues by taking the place of existing obsolete technologies such as the previous kiosks from 1999, turnstiles at the park entrance and previous hotel room keys (Borkowski et al., 2016) (Figure 5). According to

Disney’s former Chief Operating Officer, Tom Stagg, the implementation of the MagicBand has even cut turnstile transaction time by 30% and allowed “north of 5,000 more people into the park for the same experience,” (Carr, 2015).

Since Disney recognized the consumer market was changing, they decided to implement this new technology to improve the theme park guest experience which has even provided them with additional benefits. Some examples of those benefits include the ability to track customers purchases, ultimately allowing Disney to deliver targeted marketing messages to specific groups of consumers (Borkowski et al., 2016). Realizing the success and beneficial capabilities of THE MAGIC KEY TO THE KINGDOM 14 wearable technology, others in the industry have followed Disney’s lead and implemented their own wearable devices in their destinations. For example, Universal's Water Theme

Park opened its doors in 2017 and introduced their wearable device known as the “TapuTapu™”.

According to their website, this TapuTapu wearable device is capable of some of the same actions as Disney’s MagicBand such as holding your place in line, paying for food, drinks, and merchandise, collecting photos, and interacting with certain areas of the park (Universal Studios, n.d.). However, one major difference between Disney’s MagicBand and Universal’s TapuTapu is that you must surrender your wearable device at the end of the day whereas Disney’s MagicBand is yours to keep and use again and again upon your return.

While others in the theme park industry, such as Sea World Parks & Entertainment, have not quite implemented wearable technology into their destinations, they have attempted to introduce other technologies such as Virtual Reality (VR) devices. Unlike the implementation of wearable devices however, SeaWorld has not seen success in implementing this technology in their theme park. Due to poor guest reviews, SeaWorld Orlando removed the VR technology from its ride just over a year after its initial implementation (Russon, 2018). A potential lesson to learn from SeaWorld’s unsuccessful attempt at implementing VR in its theme park is that instead of taking the guest out of reality, like VR, wearable smart devices actually connect the guest with the theme park more. Consumer research supports this notion as does Piscolve’s Chief

Technology Officer, Dan Maunder, who stated “Currently, just as VR creates immersive experiences, wearable devices facilitate a connected one. In fact, our research showed this to be true for 82 percent of consumers,” (Roseboom, 2017). It is clear consumers are highly interested in a connected experience in a tourist destination and the implementation of a smart wearable device has the opportunity to do just that. THE MAGIC KEY TO THE KINGDOM 15

As we look to the future, developers are getting even more innovative with the kinds of wearable devices they are creating for the tourism market. For example, researchers have even begun to build a prototype for a more personalized touristic guidance system which collects both conscious and unconscious data from a tourist (Fedotov, Matsuda, Takahashi, Arakawa,

Yasumoto, & Minker, 2019) (Figure 6). This system uses a combination of wearable devices such as smart glasses and watches as well as a smartphone to create a “real-time tourist emotion- and satisfaction estimation system,” (Fedotov et al., 2019, p. 360). Essentially, the researchers are trying to develop a system that can uncover honest and accurate reviews of a tourist destination in real time.

Through wearable devices and smart phones, the system can track the tourist’s honest emotions and sentiment towards every part of the destination experience. With this technology, researchers are hoping to obtain more accurate reviews for tourist destinations as opposed to using more traditional methods, such as online reviews, which could have the potential for biases or insufficient details on the tourist’s experience. Although initial experiments have already been conducted in two different touristic areas—Nara, Japan and Ulm, Germany—this technology is still in its infancy and more research needs to be conducted in order to uncover how consumers feel about the collection of all this data as well as what attributes of this specific technology will impact acceptance behaviors.

Conclusion

The overall development of such an innovative smart technology for a theme park, like the MagicBand, required the effective collaboration of several organizations and innovators as well as distinct change agents responsible for widespread adoption and acceptance of the technology. In order for Disney to successfully implement the MagicBand technology in their theme parks, an extensive amount of research and development was conducted to make sure the THE MAGIC KEY TO THE KINGDOM 16

MagicBand contained the necessary attributes that would positively impact overall acceptance behaviors of consumers. Through this analysis of the market for smart technologies in a tourist destination, it is evident there are several key attributes impacting consumers’ experience and acceptance behaviors. First, it is important to emphasize the significance of the personalization element of a smart device as well as the interaction and communication style of the device.

When attempting to implement a device such as the MagicBand into the market, it is imperative that the device is able to connect with the consumer in a friendly and personalized manner.

Advertisers for such new technologies should concentrate on the specific personalization elements of the smart device’s communication and interaction style in their advertisements along with any positive eWOM from consumers in order to leverage social influence and its effects on adoption behaviors.

Other determining factors for acceptance of the smart technology include perceived usefulness, perceived ease of the technology’s use, image and personal value. Although individuals are weary of data collection, it is important to find a balanced solution that makes consumers comfortable and feel like they are in somewhat control of what data they share. At the end of the day, a smart technology in a smart destination must be capable of fulfilling both the transactional needs of consumers as well as the fundamental social needs. Therefore, it is essential to understand your target market’s attributes and characteristics in order to develop a product that best fits their needs and that has the highest possibility of being successfully adopted and accepted with widespread usage. By analyzing consumer preferences, attitudes, and behaviors when it comes to smart products in a tourist destination, it appears Disney has effectively implemented their Magic Band technology into its Orlando theme parks and ultimately gained a competitive edge in the theme park market industry. With more and more smart products being developed daily, however, Disney will have to continue to reimagine the THE MAGIC KEY TO THE KINGDOM 17 way they connect with consumers and continue to develop new technology and media in order to keep up with constantly changing consumer behaviors.

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Appendix A

Photo of MyMagic+ MagicBand.

Figure 1.

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Appendix B

Statista Research Department (2018)’s graph of the Internet of Things (IoT) connected devices

installed base worldwide from 2015 to 2025 (in billions).

Figure 2.

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Appendix C

TAM model depicted in Davis & Venkatesh (2004)’s article.

Figure 3.

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Appendix D

Yang (2017)’s conceptual model showing relationship between variables.

Figure 4.

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Appendix E

Carr (2015)’s image of traditional FastPass tickets printed from FastPass kiosks that are now obsolete.

Figure 5.

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Appendix F

Fedotov et al. (2019)’s prototype for the real-time tourist emotion- and satisfaction estimation

system showing the devices for data collection during sightseeing.

Figure 6.