IoT-based Omni Channel Service for Smart Exhibition and Value of Data

Park, A., Han, J., & Lee, K. J. (2017, August). IoT-based Omni Channel Service for Smart Exhibition and Value of Data. In Proceedings of the International Conference on Electronic Commerce, Pangyo, Korea (pp. 17-18).

ABSTRACT

Art exhibitions provide both offline channels for customers to evaluate and purchase works and online channels for marketing. Studies conducted on the behavior of exhibition visitors suggest that there is a need to share customer experiences online and obtain and store more information about the artworks and artists on demand or in real time. Nevertheless, exhibitions do not have omni channel services because of technical difficulties and the costs involved in implementing such a service. In this study, IoT technology was applied to construct an omni channel service for smart exhibitions in order to enhance the service quality of exhibitions and maximize the experience of visitors. We utilized a five-phase cyclic process as action research framework, in which we identified the primary needs and problems of a specified exhibition in a diagnosis phase, specified the exhibition’s actions that should relieve or improve these primary problems in an action planning phase, developed the service and implemented the smart system in an action taking phase, analyzed the behavior patterns of visitors in an evaluation phase, and specified the value of the smart system from a knowledge management viewpoint in a specify learning phase. The results of this study can be used as an example of how stakeholders of smart tourism can find opportunities using new technologies.

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