1. Study of Visitors' Perception of a Beacon-based Museum Guide: Case of Salzburg Museum
Karim El Najar, Volha Famina, Mamadou Faye, Maria Maslova, Samir Shrestha
Salzburg University of Applied Sciences, Austria

2. Presentation Outline Beacon Technology Salzburg Museum
Technology Acceptance Model (TAM)
Hypotheses
Research Process
Study Outcomes
Limitations

3. Beacon Technology Bluetooth Low Energy (BLE) Device
Pushes constant notifications to Bluetooth enabled devices
Range - 50 meters

4. Beacon Technology Benefits: Low cost, Low-energy-consumption Location
Possible Use:
Retail,
Museums,
Destination,
Hospitality, etc.
Location
Information
Orientation
can function for almost a year using only a single coin cell battery.

5. Beacon Technology in Museums
Source:

6. Salzburg Museum Location: Neue Residenz Beacons since spring 2016
25 devices - 25 zones (up to 100 in future)
Samsung Tablet
Source:
Source: Authors

7. Technology Acceptance Model (TAM)
Original TAM proposed by Davis in 1985
Users’ motivation explained by three factors
Source: own contribution, adapted from Davis, 1985

8. Hypotheses
H1: Previous experience will have a positive influence on Perceived Usefulness.
H2: Mobile technology affinity will have a positive influence on Perceived Ease of Use.
H3: Perceived Ease of Use will have positive influence on Attitude towards Use.
H4: Perceived Usefulness of a guide will have positive influence on the intention to use.
H5: Attitude towards the beacon-guide will have a positive influence on the intention to use it.

9. Research Process Questionnaire Survey: Likert scales
Overall seven blocks of questions
demographical information of visitors
five aspects of the TAM
overall impression of visitors on the Beacon-based museum guide

10. Research Process - Data Collection
Eight days on site
114 respondents
96 cases for further analysis
More than two kg of Mozartkugeln
Source: Authors

11. Research Process - Statistical Analysis
SPSS
Correlation tests
Regression Analysis

12. Study Outcomes
Correlation test: - all the results are at the significant level - fairly low strength of association
Regression Analysis: - all hypotheses are accepted - the highest regression coefficient in H5
The result has shown that all proposed hypotheses can be accepted at the high level of statistical significance.
As the factors having the greatest influence previous experience and attitude towards use can be mentioned.

13. Study Outcomes
Source: own contribution, adapted from Davis, 1985

14. Limitations
Results applicable only to the Beacon-based electronic guide
Fairly small sample size
Firstly, even though the research was initially aimed at investigating Beacon technology, the results can be only applicable to the Beacon-based electronic guide as such. This limitation has arisen due to inseparability of a background technology from the device where it is used. Secondly, the sample size can be seen as fairly small. Nevertheless, the final number of respondents was sufficient to provide reliable results, despite the short time frame of data collection.

15. Source: https://www. signal