A Preliminary Study on the Satisfaction Survey of Online Cultural Self-Guide with 360-Degree Panoramic Photography ^†

Abstract

During the COVID-19 epidemic, countries enacted autonomous measures to suspend long-distance travel. As a result, people used online platforms to share perspectives and disseminate their knowledge and skills. Internet learning content thus emerged as a primary solution. This study was conducted to assess the reactions of users to virtual tours. Participants were introduced to the 360-degree panoramic photography system of cultural monuments of the Taipei City Government and participated in an online cultural tour. A closed-ended questionnaire was distributed for their response. After compiling data from 31 participants, we analyzed the link between users’ demographic characteristics and their satisfaction levels with the online panoramic tour system. We discovered higher satisfaction rates of people with incomes exceeding that of the average participant. 83% of participants stated a willingness to explore scenic attractions virtually instead of physically traveling when unable to do so. The results of this study contribute to understanding the context of users’ post-visit satisfaction. The information gathered can be used to improve cultural heritage websites in terms of design, navigation, and cultural education, enabling virtual access to cultural sites and enriching users’ knowledge from home.

1. Introduction

The pandemic of COVID-19 brought the self-sufficiency of individuals in each locale. With the suspension of transport and travel, alternative ways for learning about distant cities, sharing life experiences, and disseminating knowledge have been changed. The Internet offers the most viable methods for such changes. Nonetheless, a textual narrative accompanied by static images presents a one-dimensional understanding. Interactive elements transform webpage consumption into an empowering and comprehensive experience. Recent advancements in the research and development of visual tools offer opportunities for such enhanced interaction.

In this context, we conducted a satisfaction survey about an existing municipal tourism website for the design of related digital platforms. We measured user experiences of a 360-degree photographic tour system of cultural sites, launched by the Taipei City Government. We investigated the correlation between user characteristics and their satisfaction with the online panoramic tour. The result of this study guides the enhancement of design frameworks, navigational methodologies, and the dissemination approach of knowledge-based websites dedicated to cultural heritage. Such improvements also provide means to virtually tour cultural sites, stimulate dynamic reading, and enrich their knowledge.

2. Methods

2.1. Cultural Travel

Before the pandemic, according to the World Travel & Tourism Council, tourism was one of the large and growing sectors of the global economy despite some shocks and crises, contributing around 10.3% to global GDP [1]. Traditional tourism is characterized by visiting places, engaging with residents, savoring regional cuisines, experiencing diverse climates and customs, and exploring the natural terrains of the architectural heritage. These facets are integral to the tourism experience. In 2019, the United Nations Educational, Scientific and Cultural Organization (UNESCO) documented a surge in tourism primarily directed towards sites of natural and cultural heritage [2]. Cultural tourism has become a new trend in international tourism [3]. It has gained unprecedented prominence in the 21st century, as global demographic expansion has been beyond the Earth’s carrying capacity. This scenario, along with fortified economic activities and a soaring education rate, has increased affluence and knowledge, accompanied by highly accessible transportation networks. This milieu fosters the desire of individuals to empirically validate their educational learnings through travel, which is a highly attractive proposition. However, with the increase in tourist arrivals, environmental issues such as the preservation and maintenance of related cultural industries and greenhouse gas emissions have arisen [4]. Consequently, the phenomenon of over-tourism has emerged and is proliferating at an alarming pace worldwide (

Table 1. Types of Cultural Tourists. (McKercher and Du Cros, 2002) [5].

Travel	Type
Complete Cultural Tourism	Those who seek a deeper cultural experience use cultural tourism as their main motivation for visiting.
Cultural Tourism	Although the purpose and primary motivation of the visit is cultural tourism, they do not seek a deeper experience.
Cultural Discoverer	These tourists do not necessarily travel for cultural reasons but end up making profound cultural discoveries.
Cultural Leisure	Some cultural activities are sought in their travels, though not necessarily the main demand.
Cultural Accidents	The primary motivation for these tourists to travel was not cultural, but rather incidental and non-profound participation in cultural activities.

).

The strong growth of the tourism sector in recent years has led to the sustainability of this industry being widely addressed in the literature [6]. In the 1970s, experts identified over-tourism and three issues stemming from the excessive growth of tourism: (1) an overabundance of tourists, (2) significant disturbances such as noise pollution, and (3) extensive physical impacts, including the transformation of communities for tourist purposes and the degradation of natural environments [7]. This hyper-development of tourism endangers the lifestyles of residents in tourist destinations and disrupts environmental sustainability. For instance, strolling through the streets of Paris, one encounters fewer locals and more tourists dressed in casual attire. In the congested waterways of Venice, the chatter is not in Italian but in English and Chinese. Groundwater near Angkor Wat is lacking, signaling a crisis. Recent issues of over-tourism cause environmental destruction and pollution. The COVID-19 pandemic was a significant disaster and prompted countries to restrict transportation and movement, inadvertently allowing the Earth a chance to recuperate.

2.2. Online Tour

For over-tourism, governments have contemplated alternatives, including online self-guided cultural tours to simulate travel experiences (Table 1). Before the pandemic, television programs and Internet video content enabled virtual travel. During the pandemic, tourism was immediately impacted. In Japan, local travel guides started online tourism programs in various languages. Offering real-time interaction, these virtual tours allowed ‘tourists’ to experience locations and even receive souvenirs. On the inaugural day, the guide presented each attraction in a live broadcast, engaging ‘tourists’. This approach gained immense popularity, with audiences from Europe and the United States participating irrespective of time zone differences [8]. It can be seen that if the restrictions of locomotion limited in-person interactions and traveling, consumers’ behavior toward online and digital solutions increased even more amid the crisis [1]. For those who prefer to travel independently, technologies such as online 360-degree photography and interactive exhibits are particularly well-suited for self-guided tours, enabling ‘tourists’ to explore at their discretion.

2.3. 360-Degree Panoramic Photography

The concept of the panoramic view was proposed by Hendrik Willem Mesdag and his colleagues in ‘Panorama Mesdag’: a panoramic painting displayed on a circular wall with a diameter of approximately 40 m. The painting stretched 120 m in length and 14 m in height (Figure 1).

With advancements in digital photography software and hardware, Apple introduced the QuickTime VR (QTVR) format in 1994 (Figure 2); it allows the creation and viewing of VR photography, photographically captured panoramas, and the viewing of objects photographed from multiple angles [9]. This innovation allows for the commercialization and widespread use of panoramic technology, which develops 360-degree panoramic views to encompass spherical panoramas. Panoramic photography is used widely on platforms such as Google Maps, offering photographic collages. Aerial cameras have enabled travel photography enthusiasts to capture 360-degree videos, integrating timeline elements to enhance the viewing experience. Currently, 360-degree photography is also applied in virtual reality (VR) and augmented reality (AR), broadening the scope and application of this technology (Figure 3, Figure 4 and Figure 5).

3. Materials and Methods

3.1. Taipei Lin An Tai Ancient House

This historic mansion was constructed during the Qing Dynasty by Lin Zhineng, a native of Anxi, Fujian, China. Lin Zhineng amassed wealth through his business in Menga and subsequently constructed a mansion in the Da’an District of Taipei City. The construction was initiated during the Qianlong period and completed in 1785 AD. The side rooms flanking the mansion were finalized in 1823 and named ‘An Tai Cuo’ (安泰厝) (Figure 6). This mansion stands as one of the oldest extant residential dwellings in Taipei City. The original design of the Lin Antai historic house adopted Feng Shui, oriented northeast and southwest, embodying the concept of ‘the snake surrounds the Beidou Cave in the south, with the snake head facing the seven stars’ (Figure 7). It represents a unique and finely crafted ancient residence featuring two halls and five rooms. This cultural relic is at risk of demolition due to urban development projects. Fortunately, preservationists proposed a relocation plan, which led to the transposition of the entire structure to its current site for conservation. In recognition of the significance of the Lin An-Tai Ancient House’s heritage in Taipei City, a 360-degree panoramic navigation system was constructed [10]. This virtual tour allows visitors to experience the site remotely and provides an avenue for users to feedback regarding their virtual visit and satisfaction.

3.2. Research Methods

Using panoramic photography or video tours, visitors can explore natural attractions or cultural and historical monuments without the constraints of time or space. These tools do not require any wearable technology, allowing individuals to easily pursue their interests. Paired with explanatory narratives or audio commentaries of the scenic locations, visitors can understand the landscape’s features or its historical background. We distributed a questionnaire to participants who used a 360-degree panoramic photography online navigation system. This system was devised by the Taipei Civil Affairs Bureau to provide public access to browse classic cultural assets. The participants received instructions before navigating the “Taipei Lin An Tai Ancient House 360-degree Surround View Photography Guide System” at least for five minutes. We assessed user preferences for four designated stopping points from the entrance to the interior of the site. These points included the sacred table in the hall, the gateway to the main hall, the front yard outside the entrance, and the west wing. Each point featured multiple points of interest (POIs) to prompt user exploration. The navigation system’s appeal was assessed to users based on the breadth and depth of engagement from the ingress point. The 3D panoramic tour contents of the Lin Antai Ancient House were derived from the Taipei Civil Affairs Bureau website (Figure 8, Figure 9, Figure 10, Figure 11 and Figure 12).

Visitors provided the basic information and responded to the questionnaire after utilizing the navigation program. The questionnaires were collected online. To assess user satisfaction with the website’s navigation system, a five-point Likert scale was employed, where 1 point indicated “very dissatisfied” and 5 points indicated “very satisfied”. The content of the questionnaire is displayed in

Table 2. Questionnaire questions “https://forms.gle/Q4fW87dvNL55ZVTQA (accessed on 20 August 2021)”.

Questions	Answer Type
Is this your first time using online 360-degree panoramic photography to visit scenic spots?	YES/NO
Which objects did you discover during your tour? Divine Table/Half Moon Pond/ Coir raincoat/Openwork Window	Please check the items.
In addition to the objects and landscapes mentioned above, what else did you discover?	Short answer
While using 360-degree panoramic viewing online, do you want to see more everywhere?	YES/NO
I don’t think this website system needs to be so complicated.	Likert Scale 1–5
I think this kind of tour is such as fresh and fascinating.	Likert Scale 1–5
I think this site is easy to use.	Likert Scale 1–5
I think the features of this tour site are well integrated.	Likert Scale 1–5
I feel like this site has a lot of inconsistencies.	Likert Scale 1–5
I feel I need help from someone experienced before I can use this website.	Likert Scale 1–5
I think most people can learn to use this site quickly.	Likert Scale 1–5
I feel confident using this system.	Likert Scale 1–5
There’s a lot I need to learn to use this site.	Likert Scale 1–5
How would you rate your satisfaction after use?	Likert Scale 1–5
When you cannot travel, would you like to browse attractions in this way instead of traveling?	willing/unwilling
If you have any ideas after the online tour, please provide them. Thank you very much.	Short answer

.

3.3. Results

A total of 31 volunteers participated in the study, comprising 12 males and 19 females. One response was invalid. Two were high school students, and five held master’s degrees or higher. The rest were college students or university graduates; four participants earned an annual salary exceeding TWD 1 million, 11 earned TWD 500,000 to TWD 990,000, and the rest earned less than TWD 500,000.

14 participants were using online 360-degree panoramic photography to visit scenic spots for the first time. The following were the key findings from the analysis:

(1)

Of the 30 valid questionnaires, 63% of respondents were female and 37% were male. 80% had obtained at least a college degree, and 90% expressed interest in the system.

(2)

A total of 47% of respondents were first-time users of the online 360-degree panoramic photography tour system.

(3)

The satisfaction rates were 83% for females and 95% for males.

(4)

Younger individuals with a college education showed higher satisfaction compared to those with a high school education or less.

(5)

A total of 10% of respondents preferred not to explore attractions in this manner and reported lower satisfaction levels.

(6)

The three least satisfied participants mentioned the red lantern in the scene, which others did not highlight.

(7)

The participants with higher incomes indicated high satisfaction rates.

(8)

A total of 80% were willing to use this method to browse scenic spots as an alternative to traveling when unable to do so.

4. Discussion

The results of this study indicated that male was satisfied more than females. This difference might stem from higher male engagement with websites and games. A total of 45% were first-time users, and the novelty of the experience generated interest for female participants and those with higher educational attainment. Participants with high incomes were more satisfied with new cultural experiences of “complete cultural tourism”. Participants exhibiting lower satisfaction typically showed less interest in the activity’s theme and demonstrated an unwillingness to spend extended periods within the navigation system. Interestingly, the participants who expressed lower satisfaction noticed the conspicuous red lantern within the scene. This “visual attention” needs to be considered in the future design of the system to enhance user engagement.

5. Conclusions

In the 1990s, 360-degree photography was popular among researchers and hobbyists. Presently, institutions including Google are developing street-level information in diverse regions. Leveraging its considerable resources, Google captures 360-degree panoramic photographs to construct vivid street views. Recently, dynamic navigation systems have been introduced for street view services, and panoramic tours of prominent museums have become cultural and art initiatives. The panoramic photography enables virtual experiences of different environments, ranging from wilderness areas to coastlines, through users’ screens or AR and VR platforms. During the pandemic, personal mobility was restricted, which brought applications and websites of panoramic images for the public to virtually visit and enjoy natural landscapes and artistic displays and explore digital media. To enrich the virtual experience beyond mere stimulation or the impression, it is necessary to incorporate explanatory knowledge text and audio guides. By replicating natural sounds or providing expert commentary, the experience can be more engaging and holistic. This approach attracts prospective tourists and makes the design of navigation systems robust for immersive experiences, cultural asset comprehension, and education. The findings of this study can be used for the development of future online travel. Real-time voice navigation via AR and VR has the potential to craft exceptional experiences for users with the 360-degree navigation system. Such experiences help users understand cultural heritages. Future research is demanded to assess whether virtual tours inspire users to visit the actual sites for cultural engagement and economic growth. As the tourism industry is reviving after the pandemic, it is necessary to provide visitors with cultural explorations, educational content, and information on local cultural heritage.