倉田奨励金研究報告書 第 52 集
2020 年度（第 52 回）助成

人文・社会科学：1 年助成

奨励金№1476

密接密集を避けた新たな文化体験手法の探究：
仮想空間とインタープリテーションの融合による
authentic experience の提供に向けて
山田菜緒子

金沢大学融合研究域融合科学系

准教授

Investigating a new approach to cultural experiences:
Offering authentic experience in a virtualenvironment with interpretation
Naoko Yamada,College of Transdisciplinary Sciences for Innovation, Kanzawa University, Associate professor

本研究は密接密集を避けた新たな文化体験手法として、仮想空間での旅行体験に焦点を当てた。質の高い旅行体験には本物体験（authentic experience）が重要であり、本研究では、まずバーチャルツアーの参加者 18 人に質的インタビューを実施して、本物さの認識について調べた。バーチャル空間での体験をどのように理解・意味付けし、本物さを認識したのかを示した。また、上記の結果を踏まえて、文化遺産に関するバーチャル体験として新たに映像を作成した。これを学会にて発表予定である。この映像が本物さの認識に及ぼす影響の調査は次段階の研究課題とする。
This research focused on virtual tourism as a means of vicarious tourism experiences without physically attending
or being close to other tourists. As authenticity is a crucial aspect of quality tourism, firstly qualitative interviews
were conducted with 18 online tour participants to investigate their perceived authenticity. The findings revealed how
the participants made sense of their tour experience and how they developed their perception of authenticity in a
virtual tour. Secondly, based on these findings, a new virtual experience – a cultural heritage film – was created, which
will possibly influence audiencesʼ perception of authenticity. The film will expectedly be presented at a conferencein the U.S. The impact of the film will be examined in the next research phase in near future.

1．研究内容been done on meaningful and authentic

Introduction

experiences in virtual tourism (Bec, Moyle,

This research focused on virtual tours as a means

Schaffer, & Timms, 2021; Tavakoli & Mura, 2015).

of vicarious tourism experiences without physicallyThis research examines the questions of whether

attending or being close to other tourists. Studies

online tours offer an authentic experience and how

on vir tual tours suggest that destination

people experience authenticity during an online

experiences through online platforms prior totour. Understanding what contributes to theon-site visits can shape touristsʼ perceptions of theperception of an experience as being authentic in

destinationʼs authenticity (Mura, Tavakoli, &an online tour will help strategically design a digital

Pahlevan Sharif, 2017). However, little research has

tourism environment.

倉田奨励金研究報告書 第 52 集
2020 年度（第 52 回）助成

人文・社会科学：1 年助成

Although a number of scholars have argued thetotal, 18 individuals participated in one of the fourconcept of authenticity and authentic experiences

tours and agreed to be interviewed afterward. Thein tourism contexts (Moore et al., 2021; Rickly,participants (7 women and 11 men) ranged in age2022), little knowledge is available on authentic

from their 20s (n＝10) or 30s (n＝3) to their 40s

experiences and authenticating process in virtual(n＝4) or 60s (n＝1). Semi-structured inter viewstourism (Tavakoli & Mura, 2015). Examining thewere conducted via Zoom immediately after theexperiences of participants in online tours cantour.

potentially lead to a better understanding of how to

The transcripts were reviewed by two

produce meaningful and authentic experiences in a

researchers independently. After all codes werevirtual environment. This research was aimed atexplored by the first coder, the second coder

exploring a range of perceptions of online tour

verified whether the codes were properly applied.

participants and identifying contributors to theThe codes represented a feature of the data,

perceived authenticity in a virtual environment.

including semantic and latent contents. Having twocoders compare the consistency of the codesʼ

Methodology

application allowed for the generation andFor this study, first the researchers reviewed online

organization of themes into meaningful categories.

tours that were produced in Japan and targeted

The majority of the themes matched previously

English-speaking audiences to assess the tours forrepor ted concepts in vir tual tourism andquality, length, and content. Virtual tours offering

authenticity research, which will be described

VR or AR experiences were not taken intobelow.

consideration in the studyʼs selection process since
the purpose was to explore a range of perceptions

Results and Discussionthat audiences gained through online tours. Three

The respondents positively assessed their online

independent online tours met the selection criteria

tour experiences using the following criteria:

and were used for this research. Differences

spatiotemporal presence was not required toamong the four, such as the guide, subject area,

experience the destination; physical effort was notlength, and technology used, were not consideredneeded to experience the activity in the tour; actual

to be an issue because this research was not aimed

travel was not needed to see the destination; andat assessing the tour quality; rather, it aimed atonline tours offered accessibility and diverse

understanding what perceptions were produced inexperiences. Regarding accessibility, one

those taking part in the experiences and what

respondent clearly mentioned that the tour enabledcontributed to those perceptions.

him to “climb up” a mountain, giving him access toThe participants were recruited to participate inan experience that was normally unavailable to him

one of four tour sessions held in August or Octoberbecause of a physical disability. This finding is2021. Using purposeful sampling, the authors

consistent with other studies that report theinvited English-speaking individuals who had no oraccessibility of virtual tourism (Lu et al., 2021).

little experience of online tours in the past andAnother respondent valued the fact that an online

were interested in a tourist attraction in Japan. In

tour allowed for nonlinear experiences that,倉田奨励金研究報告書 第 52 集
2020 年度（第 52 回）助成

because of spaciotemporal constraints, would not

人文・社会科学：1 年助成

guide at the destination (Fennell, 2021).

other wise be possible in an actual tour. The

The responses suggested offered different

simultaneous experience of nonlinear actions andindications of perceived authenticity that wereevents, such as viewing the same scener y inconsistent with previous research: a feeling ofdifferent seasons or seeing the sunrise from thebeing present (Kim et al., 2021; Tussyadiah et al.,perspective of multiple locations and days, enabled

2018), the use of multiple senses (Harley et al.,participants to appreciate diverse aspects of the2020; Jin et al., 2020), exposure to authentic stories

site.

(Penrose, 2020), and interactions with local people

The respondents also repor ted negative(Shang et al., 2020). The inter viewees viewed theperceptions around such things as experiences thattour as an information source for their future

fell short of expectations, the poor quality of photos

travels and considered it a pre-visit experience; thisand technologies used in the tours, and theirfinding is consistent with previous research (Murainability to engage in physical movement, or a lacket al., 2017). The information obtained in the tourof physical fatigue that would be felt in an actual

helped participants to decide about future travel

tour. These negative perceptions interfered with thedestinations, gain motivation to visit thoserespondentsʼ perception of physical presence andlocations, prepare for actual visits, and simulate

the tours as “real.” These findings suggest that thetravel to those places; this result was also

sense of presence is one of elements that create

congruent with previous findings (Lekgau et al.,meaningful experiences in a virtual tourism, which2021). As these findings illustrate, online tours haveis in line with previous research (Tussyadiah et al.,the potential to help the tourism industry not only

2018; Wu & Lai, 2022).

recover from the disruption because of theTour guides were generally singled out as apandemic but also to serve as an alternative form

source of positive impressions among theof entertainment or way to advance the tourism

participants. The ability of tour guides to offer

experience for people with diverse demands anddiverse opportunities to engage with the tours

needs.

appeared to influence the participantsʼ perceptions.
For example, respondents mentioned their guidesʼ

Conclusion

effectiveness in answering questions, providing

Tourism in the new age of disruption must be open

knowledge and interpretations regarding local

to transformation, and technological innovation is acultures and rituals, relating authentic stories, andkey to the industr yʼs resiliency (Sharma et al.,communicating with participants. They positively2021). Tourism based on new technologies canevaluated their guidesʼ personalities and skill in

potentially allow tourists to stay at home but stillleading tours. Online tour guides appeared toobtain the benefits of a tour guide at thefunction as par tners in co-creating tourism

destination. The findings of this researchexperiences with the participants. This finding

demonstrate the capability of online tours tosupports previous research (Irimiás et al., 2020).

transform the tourism experience. The participants

Thanks to new technologies, people can take trips

did not always express a desire for authenticity infrom home while enjoying the benefits of a tour

online tours, but they did note that their tour

倉田奨励金研究報告書 第 52 集
2020 年度（第 52 回）助成

experiences were different from conventional

人文・社会科学：1 年助成

Canada. In-person and virtual. (2022).

in-person tourism practices. The studyʼsparticipants talked about their virtual tourism

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