The role of value creation in nature tourism experience

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The Role of Technology in Value Creation in Nature Tourism Experience

MASTER’S THESIS

Jenni Kiuttu

Tourism Marketing & Management University of Eastern Finland Faculty of Social Sciences and Business Studies

07.12.2021

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University of Eastern Finland, Faculty of Social Sciences and Business Studies Business School

Master’s thesis, Tourism Marketing & Management

Kiuttu, Jenni P.: The Role of technology in value creation in nature tourism experience Thesis 70 pages, 2 appendices

Thesis instructors, Professor Juho Pesonen December 2021

Keywords: Value creation, information technology, perceived values, nature tourism, devalue

Abstract

The master’s thesis is trying to address of a few issues that has arisen during the era of information technology. The research is an assessment of values perceived from nature experience that utilize digital technology called augmented reality and its potential implications. However, it is also exploring the more open topic of how increased use of technology effects peoples’ relationship to the natural environment. Technology-nature relationship is promising yet under investigated field of study in tourism literature. Wellbeing effects of nature has been widely studied and new innovations in a form of technology are growing in the field of marketing and tourism of however, very little is known of the role of technology in value creation. Using the theory of consumption values, this study proposes to platform to consumer choice behavior for technology enhanced nature experience in Finland. Value dimensions are collected and conducted from the previous theories and are as follows: Functional value, social value, conditional value, epistemic value, emotional value, and cultural and historic value. Cultural and historic value has been added because of the context of the paper and is regarding to tourism. Based on the qualitative interviews, this study reveals the perceived value dimensions which influence consumption of technology in the nature tourism experience. Perceived values affecting the technology are emotional values and epistemic values consequently functional value (price and quality) and social value was found to provide devalue for the nature experience. Beside revealing novel insight for the industry, the paper also suggests further research of perceived values influencing negatively to consumer choice behavior.

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Tiivistelmä

Tämä Pro gradu- tutkielma tutkii teknologian roolia arvonmuodostuksessa

luontomatkailukokemuksessa. Tutkimuksen aiheet, teknologia sekä luonto ovat olleet nousevia aiheita viime vuosina, ja sen myötä on herännyt kysymyksiä liittyen teknologian- ja luonnon suhteeseen. Tämä tutkimus arvioi koettuja arvoja kuluttajien kesken, jotka osallistuivat

tutkimukseen joko hyödyntäen teknologiaa luontomatkailukokemuksessa verraten heihin, jotka osallistuivat samaiseen luontomatkailukokemukseen ilman erillisiä tuotteita. Tutkimuksen ydin on selvittää teknologian roolia käyttäjäkokemuksessa, tarkemmin mobiilisovelluksessa mikä käyttää lisättyä todellisuutta. Kysymys on, tuoko lisätyn todellisuuden sovellus lisäarvoa vai viekö se mahdollisesti arvoa pois kokemuksesta.

Matkailu-alalla teknologiaa luontomatkailu kontekstissa on tutkittu hyvin vähän ja siitä syystä tämän työn aihe valittiin. Työssä käytettiin koettujen arvojen viitekehystä, joka on saanut alkunsa tutkijajoukon toimesta ja lopulta kuusi arvoa valittiin tutkimukseen. Arvot ovat: funktionaalien, sosiaalinen, episteeminen, emotionaalinen, ehdollinen arvo sekä kulttuuri-sekä historia arvo.

Laadullinen tutkimus toteutettiin Itä-Suomessa, Imatran kaupungissa kesällä 2021.

Tutkimukseen osallistui kahdeksan haastateltavaa ja tutkija käytti puolistrukturoitua haastattelumallia ja haastattelukysymykset pohjautuvat teoriaan. Haastatteluiden aineisto analysoitiin laadullisen sisältöanalyysin avulla.

Arvonmuodostuminen tapahtuu yhdessä kuluttajan sekä palveluntarjoajan toimesta. Kaksi koettua arvoa nousi esiin aineistosta, teknologian rooli on tarjota tietoa sekä uutuusarvoa luontomatkailukokemukseen, sekä lisätä emotionaalista lisäarvoa mikä vaikuttaa positiivisesti kuluttajan asenteeseen. Tuloksista selvisi myös, miten funktionaalinen arvo sekä sosiaalinen arvo eivät lisää teknologian arvoa käyttökokemukseen toisin kuin aikaisemmat tutkimustulokset osoittavat. Tulokset paljastivat tärkeää tietoa teknologia - luonto suhteesta ja tämä työ jättää tulevaisuuden tutkimukselle viitekehyksen.

Avainsanat: Arvonluontikokemus, informaatioteknologia, luontomatkailukokemus, lisätty todellisuus, arvonvähennys

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LIST OF TABLES Table 1: Key Concepts

Table 2: Perceived value dimensions are presented

Table 3: Previous scholars exploring the effects of technology Table 4: Respondents’ demographics

Table 5: Findings of value dimensions from nature experience Table 6: Findings of value dimensions from digital nature experience

Table 7: Findings regarding to values and devalues of the nature experience.

Table 8: Findings regarding to expected values

Table 9: Findings regarding to the emotions emerged from the nature experience Table 10: Findings from interviews concerning technology’s potentiality and challenges LIST OF FIGURES

Figure 1: Differences from value dimensions in digital nature experience and natural nature experience

LIST OF CHARTS

Chart 1: Variations of usage of the technology in the experience Chart 2: Findings regarding to values influencing the visit

LIST OF PICTURES

Picture 1: Information sign from the nature experience Picture 2: Image introducing augmented reality technology,

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Abbreviations

ICTs Internet Communication Tools AR Augmented Reality technology VR Virtual Reality technology

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1 Introduction

Industry of immersive technologies has grown vast in the past years, and it is forecasted to keep growing. World becomes more digital, and businesses are extending realities such as augmented reality and virtual reality with human connection by integrating technology into the operations (Han & Jung 2018). The increasing interest of new technologies has led to their enormous development in a short period of time. Technology offers new effective way to add value and eventually it has become an integral part of our lives. We are using technology in our everyday life from checking calendar, consuming social media platforms, tracking the sport activity with a smartwatch to spending evening by collecting Pokémon’s. Interactive technologies are used in various industries, for example, in education, in healthcare, in science, in marketing and in tourism (Javornik 2016; tom Dieck et al 2017).

Topic that various industries are trying to balance with lately is, when two world trends are reshaping a human existence. The destruction of the natural environment and the giant leap in a technological development. This paper is discussing more in-depth insight of the role of technology in value creation in a specific context, nature tourism experience. Out of all technologies there are released now-a-days, this study is focusing on mobile application using augmented reality technology. Furthermore, researcher investigates whether the augmented reality technology will cause added value or devalue and what are the thriving values for consumer to implement the technology in the nature tourism experience. This study specifically concentrates on nature as an environment in where the nature experience is done.

The future for digital nature tourism looks promising. As the technologies are improving, it enables user to experience more rich, smooth, and interesting nature experiences. Mixed realities such as VR and AR deliver other dimension and excitement for nature travelers (Juntunen et al 2019).

Tussyadiah et al (2018) argues that augmented reality can enhance the user experience where technology can work as a tool to widen our perception of the real-world environment. The seamless connection with real-world and computer-generated content allows product developers

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to build whole new worlds and improve for instance education and interpretation with tailored information (tom Dieck et al. 2017). AR specifically improves tourist offerings through personalized functions and moreover works as a competitive advantage for organisations. Value creation is present when consumer is involved in the creation of tourist experience and with immersive technologies like augmented reality it can be achieved.

1.1 Background

According to Pine and Gilmore (1999) constantly consumers are looking for experiences but due to its dynamic character, tourism experiences are constantly changing since the growing number of participants, technology integration and co-creation of value. Tourist experience is not only the physical surrounding with physical features seen within the destination yet can be much more than that. With developed new technologies such as augmented reality new types of activities are emerging. Technologies create more interactive, rich, novel experiences where technology can function as core or mediator component and facilitator of creation of tourist experience (Neuhofer et al 2014). Industry leaders in tourism research (Lee et al 2016; tom Dieck & Jung 2017; Tan, 2017;

Cranmer et al 2020) argues that there is an evitable gap in the research field where the relationship between tourism experience and the value of technology has not been studied. Specifically, on top of this, very little or none is known about nature tourism and its relationship with technology.

Neuhofer (2014) claimed that there should be more critical view of how tourists’ experience services when information technologies (ICT’s) are involved due to its possible destructive consequences. It is inevitable that with technology it is possible to enhance services, increase profitability, improve efficiency, and maintain long-term profitability (Buhalis 2013; Rauschanbel

& Ro 2016; tom Dieck & Jung 2017; Tussyadiah, Jung & tom Dieck 2018). Moreover, technology attracts tourists because it can facilitate continuous exploration of the surroundings and extend the learning experience which both can add value for consumer (Tussyadiah et al 2018; Cranmer et al 2020). Especially when aiming for some theme or segment like nature tourism, technology has the ability to lift thematic tourism experience. With characteristics like personalisation,

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flexibility and easy to adjust makes it useful tool to tourism businesses as well as to consumers (Kim et al 2018). Whereas technologies can improve profitability adoption (tom Dieck & Jung 2017) it also requires lot of investments therefore it is wise to explore the full potential before making decisions and ensure successful future adoption.

Previous research out of technologies like augmented reality’s influence in tourism industry on consumer behavior is known. Determinants of recommendation, technology’s attractiveness, and impact to consumer behavior, willingness to enhance purchase intentions thus spending more money are examples of studies conducted (Jung et al 2015, Javornik 2016, Grzegorczyk. et al 2019, Poushnef et al, Smink et al 2020). Yet, in the field of marketing, perception of brand, consumer- brand relationship, and consumer engagement (Scholz et al 2016, Philipp et al 2019) and value of AR for tourist experience (tom Dieck et al 2017, Kowalchzuk et al 2019, Tseng Lung 2020, Haining et al 2020, Cranmer et al 2020, Brannon et al 2021) are well researched areas already. However, potential to understand what kind of value augmented reality technology can create for a consumer in a specific context in tourism industry especially in nature tourism context demands more academic research as well as technology’s possible negative value on consumer is lacking scholars.

Nature tourism has important implications for both environmental but also economical perspectives. When society and world change, the demand for understanding the bigger picture is needed (Bell et al 2007). However, our attitudes toward preservation of nature are changing, it is not only economic utility for people but has a symbolic and social meaning (Krieger 1973).

Currently nature tourism is still a niche but one of the fastest growing parts of tourism (Balmford et al 2009). Nature tourism combines a huge range of different areas such as hiking, trekking, fishing & city parks, and national parks. Nature itself is well researched area and majority of studies support the fact that interaction with nature has its benefits for people both psychologically and physically (Lev, Kahn, Chen & Esperum 2020). Data from the latest research has shown that there is a comprehensive meaning within the nature environment worldwide but also locally, in Finland.

Previous studies concluded that nature is Finnish national superpower besides strong relationship with nature has brought a true competitive advantage worldwide (Heikkilä & Kirveeniemi 2013).

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Already from the past decades, generations were likely to create an artificial environment where environments are built to be powerfully evocative of other environments. With augmenting our memory with from history, it is said that environments will have a novel meaning (Krieger 1973).

Yet, as long as we remember there have been always contradictory attitudes towards technology (Shultis 2001). The conflicting attitudes can be found in the tourism field as well. Even outdoor recreation industry cannot escape from the inevitable change which comes from the integration of technology to businesses. This means technology can affect the nature tourism experiences in both, positive and negative ways (Shultis 2001; Matei 2017).

Cranmer et al (2020) suggested further research to implement the previous study to a new context and to examine factors that could possibly weaken the value of technology. Components that could weaken the value of AR technology could be for example losing appreciation and awareness of real-world environment, too high expectations and information overload which can reflect to a person’s mental presence (Cranmer et al 2020). In tourism field specifically, growing concern about disconnecting people from their natural environments has arisen. So called urbanisation and popularity in gaming (Wotring et al 2017; Xu et al 2017) and internet-based services have been connected to reduction in traditional outdoor recreation (Balmford et al 2009). In addition, technology is changing the way we consume, live and work on this planet. Another point is how now, it is latest to start implementing the environmental protection in a form of technology to prevent destruction of the environment.

Technology can affect the nature tourism experiences in both, positive and negative ways (Shultis 2001; Matei 2017). Us as consumers are the ones who will evaluate the experience depending on what kind of value it does contribute and if co-creation of value is present. Progression of increases integration of technologies mirror changes in expectations as well as in behavior, ICT’s support the positive value co-creation because of its personalized capabilities and novelty factor (Cranmer et al 2020). Nevertheless, smartphones have found to generate negative influence on the time - and place-related constraints on human actions (Dickinsin et al 2014) and with digital technologies

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people are more likely not to notice clear stimuli in their environment compared to those without digital technology (Tan 2016).

This master’s thesis is applying the topic to nature tourism field firstly because of the demand of additional research needed of the technology-nature relationship and its contradictory characteristics. Secondly, because there are plenty of papers released of wellness as well as wellbeing benefits of nature on human, but no studies done from the perspective of technology’s possible value or devalue on the experience and thirdly, nature tourism is growing in popularity but its negative effects on the planet can have fundamental results therefore understanding the issue better can have a contribution.

1.2 Objective and research question

Since the integration of technology, a lot has changed. Technology integration has revolutionised how the experiences and tourism services are consumed and created. This phenomenon has brought challenges and opportunities in the field of tourism (Neuhofer et al 2014). Objective of thesis is to understand the phenomenon, the role of technology in a nature experience. Mobile application using augmented reality features is playing as an empirical base for the paper.

The purpose of the study is to understand potential consequences from consumer perspective.

New technology like augmented reality can be adapted to tourism businesses to create added value which can turn into a several benefits for a business such as brand equity, economic value or competitive advantage depending on the desired outcome, but also studies have shown the risk of value co-destruction resulted from technology enhanced experience therefore the need to understand perceived values in a specific context such as nature tourism is chosen. Moreover, as an academic study, this has a contribution to other stakeholders such as business developers, marketers, destination marketing organisations and other relevant hospitality organisations (Berryman 2012).

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The paper is aiming to answer research questions through data analysis based on the interviews.

Interview questions are not same as the research questions yet, wider perspective is understood from the following questions.

The main research question of this thesis is:

- What perceived values does digital nature tourism experience provide to a consumer?

- What are the perceived values affecting negatively on consumption of a consumer?

Sub-questions of the research are:

- What are the perceived values influencing visit of the experience?

- What are the negative emotions derived from the use of application?

- What is the potential use of technology and desired values from the use?

The academic approach used in this master’s thesis is qualitative approach. Qualitative approach is common in studies exploring insight of a specific case and when analysing the phenomenon (Sarajärvi & Tuomi 2008). The approach is chosen to widen the current academic scholars and qualitative approach also provides an understanding a meaning of actions in each context (Queiros et al 2017).

Potential limitation for this study is its targeting to Finnish tourists in a location which can produce emotional connection to the environment therefore can influence results. Another limitation for the paper is when respondents do not respond truthfully to the interview. It can be overwhelming for the respondents to think substituting digital solutions in a sacred environment such as nature is seen, in addition to ask about their intentions or opinions for an unknown future and predict their behavior which will or will not be one day substituted. On top of this, the familiarity of the product was scarce. One more limitation of the study may be the length as well as the number of the interviews. Due to the limited area providing the specific tourism experience, there was a challenge to propose respondents to participate to the interview partly because there were no people seen in the location and partly because of the lack of knowledge about the existing product.

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1.3 Key concepts

Key concepts of this thesis are presented in the table below Table 1. Key concepts

Value creation A series of activities from production and consumption. In service-dominant logic it is the joint, collaborative process of producing value symbolically and materially by both the firm and the consumer. In this value creation becomes co- creation

Prahalad &

Ramaswamy 2004

Perceived value Multidimensional construct in which a variety of notions (price, quality, benefits, and sacrifice) are all embedded.

Holbrook 1994;

Sanchez-Fernandez and Iniesta-Bonillo 2007; Sheth et al 1991

Information communication technology. ICTs

Covers devices which allows interaction with others. For example, mobile phones, tablets, computers are created to support human development.

Kuriyan R, Kitner &

Watkins, 2010

Augmented reality technology

A place where virtual content is integrated seamlessly with displays of real-world scenes. It is an interactive design where virtuality meets reality and overlay the physical environment with elements done virtually for example images, videos or textual information.

Mullen & Nyquist, 2011; Craig, 2013;

Sung 2020

Digital nature tourism

Digital nature tourism is form of tourism where a digital tool such as mobile application, virtual reality product or augmented reality application is one integrated element in an experience

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Nature tourism Covers activities that people enjoy while on holiday and which focus on engagement with nature. Desire to experience local cultures and undertake wilderness adventures that benefits the tourist.

Nyaupane Morais, Graefe 2004; Bell et al. 2007

Tourist experience Voluntary trip performed to meet personal and hedonic needs; In its pre-site, on-site and post-site activities where money, time and efforts takes place and is valued by the participant and relevant others.

Cohen E. 1979; Uriely 2005; Prebensen et al 2018

1.4 Structure of the Thesis

This study has a clear structure. Introduction part above introduces the topic and explain the background of the study, key concepts and discuss the research gap. The following chapter reveals the theoretical background and literature review of relevant findings are done. In chapter three after literature review, methodology is introduced as well as data collection and data analysis from the interviews. Chapter four will reveal the results and discussion is made based on the findings from the data. Finally, chapter five is conclusion section which will finish the study but also discuss the future contribution of the study with its theoretical and managerial implications. In the final section, references are presented and appendix with list of tables are added.

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1.5 Description the context of the paper

With this paper the context nature experience is explained as a tour in this Kruununkoski national park with a guide using augmented reality technology. Guide is a mobile application with virtual animation figure acting as a tour guide for users. The application is providing guided virtual tour in this specific national park by telling stories of that place as well as other historical insight, information, images, and animation from that area by augmenting the scenery with images and texts. City’s development coordinator states: “With digital solutions the experience can be elevated into the next level where an application can reveal unique material from the area.” QR codes are spread around the national park replacing traditional information signs. QR codes are opened with mobile devices through the camera. An application is then activated with augmented features such as animated fish and 360 level photographs.

The city of Imatra was chosen for this study because of its nature. The city itself describes the places as “Finnish national treasure” due to its extraordinary nature and rich history. It is one of the oldest tourism destinations in Finland and main attraction of the place is the rapids churn flowing in the middle of the city. Around the rapids churn opens a national park with lot of history inside. The rapids have been attracting visitors over 6000 years and they say it is one of the most significant sights in Europe back in the the 18^th century. For the popularity of the rapids, great number of world famous historically important guests have been visiting the area and the Finnish national poem Kalevala had mention the attraction. National Park, Kruunupuisto is the oldest national park in Finland, founded in 1842 and the environment has developed after that because of the rapids shaping the canyons. The national park hides various treasures, and its history is diverse. The oldest national park includes paths where visitor can have tour and spot rare species or just admire the impressive views. There is also unique hotel in a castle located in the area with more history captured inside of its walls (Imatra.fi 2021).

The paths around the national park includes information signs. The city of Imatra together with city’s innovation team has built an additional virtual guide application which offers more

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information, 360s pictures and augments the reality with images and text. As Finns, our relationship with forest is divisive, we respect its power and it is part of Finnish identity, some say, our common treasure. Despite this, we underestimate its potential and according to the professional we do not utilize the forest as much we could. For this reason, the mobile application was created.

Mobile application with virtual guide around the national park is created to highlight the significant natural and cultural values of the region. The application is made for smart devices and can be downloaded from the QR-codes. In the application there is an animation figure formed as a fish, young rainbow trout that can talk. Figure is talking with voice of a child. Application is in Finnish and information inside the application is written in Finnish language. In this research, participants downloaded the application after seeing a sign in the nature destination. Sign was located near by the main attraction of the area, city hotel. Without knowing the starting point of the tour, a sign is challenging to find. Despite the national park location in the centre of the city the challenge to find participants were due to failure of the information about the mobile application prior to visit.

Further in this study the challenge is discussed and underlined more.

Many of the studies of augmented reality is based on some cultural environment such as museums. Due to the lack of products developed around nature destinations in Finland, this specific nature experience was chosen. This particular nature experience is enriched with cultural and historical values which differentiate itself from the traditional forest for instance. Natural heritage is an important part of culture which includes natural environment with flora and fauna and offers an important value for visitors and tangible cultural heritage is referred as buildings, places, monuments, or other preservation worthy components (Chiabai et al 2011). National Park region in Imatra as a destination has both aspects as explained above.

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Picture 1. Information sign from the nature experience

2 THEORETICAL BACKGROUND

2.1 Value (co)-creation

Traditionally value is explained when organizations create and provide value to consumers towards the model where value is created with both customer and organization which is defined as co-creation of value (Prahald & Ramaswamy, 2004). In tourist experiences value creation happen when tourist as a consumer and the destination as an environment and service company as the producer or provider co-creation the process (Grönroos 2011). The elements of the experience should involve the tourist in several levels. The setting with the service provider together creates the environment where a consumer becomes co-producer, perceived values which is achieved are likely to improve the quality of the experience, moreover, increase the wellbeing of a tourist. Value is perceived from the use of a product or service therefore consumer experience is base for co-creation of value. (Prebensen and Xie 2017).

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In service dominant logic where value is discussed, is said: “Service encounter is an exchange process of value between customer and service provider (Vargo and Lusch 2004.)” Integrating the physical, social, and cultural resources the tourist personalizes the experience therefore value becomes as integrated process between provider and the consumer Fundamentally value creation is noted as value-in-exchange and value-in-use and in tourism context as a hedonic consumption process, exchange values are the ones that measure the worth of the product or service compared to something else (Prebensen & Xie 2017). In this sense, perceived consumption values provide a good theoretical background to assess the role of technology and its relationship with nature in a tourism experience (tom Dieck & Jung 2017). An evaluation of perceived values offers a foundation to understand better how and why consumer are behaving as they and what is the role of the product or a service. Value is subjective and determined by the consumer (Prebensen et al 2018).

Value creation provides important implication towards the information communication technologies. Important interference is concerning organizations because the change in consumer behavior and expectations is influenced by the increased use of technologies (Cranmer et al 2020).

Moreover, as said in present time, concept of value is progressed and created together with the consumer as a joint responsibility (Prahalad & Ramaswamy, 2004). Multiple stakeholders are needed to involve in the process of implementing technology into the companies (tom Dieck and Jung, 2017). Prahalad & Ramaswamy (2004) claims that we need to create an experience environment where consumer can create her own unique, personalized experience. Innovative and forward-thinking organizations are considered having a competitive advantage by co-creation the value in the highly competitive markets and said to be as one key strategic asset of a firm (Cranmer et al 2020).

Technology inspired innovations in experiences contributes co-creation of value for organisations but also to the consumers in all three steps (pre-visit, on-site and post-visit) on a tourist experience (Jung & Dieck, 2017; Chung et al 2015). Integrating augmented reality into a service or a product have the ability to enhance intention to visit, (Jung et al 2020) provide enjoyment value and learning value and willingness to spend more and intentions to revisit (Xiang 2018; Parnuru et al 2017; Dieck et al 2020). As said, value affects satisfaction and behavior of consumer therefore

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value creation is important for profitable business operations though it is subjective to each individual case which needs to take to a consideration (Cranmer et al 2020).

An experience is something we personally encountered and lived through (Pearce 2005). Travel experience leaves a mark on a memory; it is a result of customer experience that adds value to a consumer (Komppula & Gartner 2013). It is a multi-dimensional subjective process which can be achieved from everyday experience to extraordinary experience moreover it can also include negative experiences (Konu 2016). Tourism experience is a voluntary trip to tourist to meet personal and hedonic needs. It includes pre travel, on-site and post-travel behavior and is associated with money, time, and effort. Traditionally tourism experience is done to create relaxation, excitement and enjoyment as well as allow learning and socialization with others.

These are all to enhance wellbeing of a consumer and tourist has control over these factors in order these factors and it allows tourist to build own narrative of the situation (Prebensen et al 2018) The nature of interaction provides the base for the tourist experience (Walls et al 2011)

Digital travel experiences including nature tourism experiences are not only co-created but also influenced heavily by technology (Kirova & Thanh, 2019). Mobile technology like smartphone enables the user to create deeper experience, also it allows users to share and learn about travel opportunities during the trip. Especially mobile phones with applications have beneficiary role in tourism because of consumers are exploring unfamiliar environments and desire more information quickly (Kirova & Thanh, 2019). The fundamental motivation to create value and co- create a state of happiness that provides satisfying experiences in novel consumption are studied to be education, relaxation, socialization, and enjoyment (Caru & Cova 2003; Prebensen & Xie 2016). In tourism industry, studies approve the fact that to co-create richer and more memorable experience consumer must take a part in the process by defining and designing the experience (Jung et al 2017; Neuhofer 2018; Cranmer et al 2020).

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2.1.1 Perceived value dimensions

Sheth, Newman and Gross created a theory to understand the value dimensions which are affecting the consumption choice behavior. Theory focuses on consumption values which are trying to explain consumption behavior moreover, why consumer chooses to use or not to use and a product or a service and why consumer chooses some product or service over another. This theory includes five consumption values: social, functional, emotional, epistemic, and conditional value. Consumer behavior might be influenced by all these values or none of them (Sheth et al.

1991). To fulfil these previously mentioned perceived values to this study, researcher proposed additional value dimension within a tourism context. Previous scholars have examined perceived values within cultural heritage context by Chiabai et al (2011) & Jing & Kim (2015) Cranmer et al (2018) & tom Dieck & Jung (2017). Cultural and historical value is added to the value dimensions to underline the tourism experience and is chosen to connect the context where experience is done. It has strong culture and historic connection which justifies added dimension. As a result, this study revealed six technology-specific value dimensions including emotional value, functional value, epistemic value, cultural and historical value, social value, and conditional value.

Consumption value theory has been adapted in numerous settings providing valid results consistently.

Functional value. Functional value refers to perceived usefulness acquired from a product or service. Functional value can be achieved from its characteristics or attributes such as price and quality (Sheth et al. 1991). Social value. Social value is defined as “fullfilment from a product or service use, perceptions or whether actions will be recognised by others (Chiabai et al 2011; tom Dieck and Jung 2017; Jiang and Kim 2015; Cranmer et al 2020). Product or service choice is often driven by social value where individual behavior is influenced by group membership furthermore where individuals perceive their actions recognised by others, but also social value is defined as a value which derives mostly from product or service use shared with others (Shet et al 1991; Jiang

& Kim 2015). Emotional value is referring to value perceived from products or services which generate feelings such as excitement, fear, delighted, or affective state generated by product.

(Jiang and Kim 2015) Epistemic value does refer to novelty factor of a product or service moreover

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ability to arise curiosity and satisfy the desire for knowledge, these factors are important for behavior motivation especially in tourism industry. Entirely new experience provides the epistemic value however a product or a service which provide small change can also contribute epistemic value. Conditional value is a complex construct, and it is defined as: “the perceived utility acquired by a service or a product as the result of the specific situation”. (Sheth et al 1991) Conditional value is often context-sensitive consequently this value enhances or prevent functional and social values.

Several products have conditional association for instance popcorn at the movies generate conditional value for a user. Cultural and historical values reported by Chiabai et al. (2011) & Jing

& Kim (2015) is achieved from technologies that offer access to additional information as well as increased awareness of historical value. Value of cultural heritage is recognized from the tangible and intangible features including historical, tourist, social, environmental, and emotional appreciation. All these values are summarized in the table 2.

Table 2. Perceived value dimensions are presented Perceived value

dimensions

Description Source

Functional Value from perception of perceived quality and expectations from price

Jiang &Kim (2015) Sheth et al. (1991)

Social Fulfilment from a product or service use, or perceptions of whether actions will be recognized by others

Sheth et al. (1991) Jiang&Kim (2015) tom Dieck and Jung (2017) Epistemic Value refers to curiosity or willingness

to experience new to satisfy for desire knowledge

Sheth et al. (1991) Jiang&Kimg (2015) tom Dieck and Jung (2017) Emotional Different feelings achieved from the use

of service or a product.

Jiang&Kim (2015) Sheth et al. (1991)

Conditional Situational value which is influenced usually by other value dimensions.

Sheth et al. (1991) Turunen et al (2020) Cultural & Historical Increased interest in and appreciation

of historical and enhanced value

Chiabai et al. (2011), Jing

& Kim 2015,

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provided through access to additional information.

2.2 The Role of technology

Mobile applications and devices provide dynamic interactions and instant satisfaction. With improved technologies consumers are no longer only using the product but co-creating their own experience (Buhalis & Sinatra 2018). Co-creation is defined “joint creation of value by the company and the customer” (Prahalad &Ramaswamy 2004). Studies show that involved customers co-create better value therefore pays higher price for brands (tom Dieck et al 2018; Cranmer et al. 2020) and according to (Hassan and Rahim, 2016 and Cranmer et al 2020) for tourism practitioners is crucial to understand value of technology to ensure business profitability and market competitiveness.

New types of tourism experiences are emerging from the development of technologies.

Technologies for example immersive virtual reality and augmented Reality with mixed-reality are ranked as top strategic trends for 2018 (Flavián, Ibáñez-Sánchez & Orús, 2019). Mobile technologies such as applications and strong culture of social interaction are helping consumers to find new experiences. Digital nature tourism is one form of recreation or entertainment, and it is compatible with existing trends in tourism (Levi & Kocher, 1999). Despite the contradiction between constant connectivity and need to escape from it, according to Kahn et al (2009) studies have shown that even the slightest contact with nature can promote its healing effects therefore for different stakeholders benefit from the increased demand. Technology within the experience can create “flow” experience which is studied to increase buying behavior and positively impact of perception of a product as well as AR technology has been investigated to provide entertainment, excitement, and relaxation (Kim & Ko, 2019).

Technology simulates, augment and mediate our natural world. For instance, live videos are made to evidence a birth of animal, documentaries about planet earth are trending in stream services,

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robot animals are created to serve some demand as well with other immersive virtual elements (Kahn et al 2009). Social media, mobile applications and other mobile technologies enable users to experience entertaining and rich content through videos or pictures (Huertas 2018) and share the experiences real time at the destination with other consumers. Using technology during the nature experience in different ways can lead to a better commitment to take care of user’s own environment. To fully understand the destination characteristics and culture, it is possible to maintain sustainable and meaningful traveling (Han et al 2014). Technology allows user to contribute to the own story to the cultural memory and promote the local heritage.

Widely, technology has started to change our experiences with nature (Kahn, Severson & Ruckert, 2009). Information Communication Technology’s and new mobile technologies are influencing the formation and co-creation of tourism experience and it is acknowledged as vital that consumer have an active role in the innovation process to ensure added value from their side (Neuhofer et al. 2014; Cranmer et al. 2020).

As seen in table 3 below. There are lot of positive effects on value and consumer behavior derived from the use of technology. Table shows several studies focusing on augmented reality technology. For instance, a study of AR applications showed that the tool can add value to the heritage and to destination and the better the value achieved, the higher the users’ satisfaction and therefore loyalty to a destination (tom Dieck & Jung 2017). Bhaskara & Sugiarti (2019) studied AR’s value for travel experience where study resulted positive benefit and quality of travel experience in terms of educational and informative matters. Technologies helps tourist experiences to overcome missed opportunities and augmented reality as marketing tool has the strongest value according to the researcher Cranmer et al (2020) Huang (2021) investigated AR’s impact on user experience and furthermore the willingness to buy more. Economic aspects are studied better by He & Li (2018).

Table 3. Previous scholars exploring the effects of technology

Scholars Researcher

AR adds value to the heritage and destination.

The better the value

Tom Dieck & Jung T. 2017, Tscheu & Buhalis 2016

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the higher user satisfaction and destination loyalty.

AR has value for travel experience, benefit and quality of experience regarded to educational and informative matter

Bhaskara et al. 2019

Technology enhances tourist experience to overcome missed opportunities. AR has the best value as a marketing tool, beneficial to marketing managers.

Cranmer et al.2020

Acceptance of AR wearables has positive impact on temption to use technology enhanced applications and intention to visit art gallery.

Jung et al. 2020

AR’s impact on user experience and its subsequent influence on satisfaction and willingness to buy more has positive result and user experience has an impact on satisfaction.

AR can also enhance hedonic values

Huang 2021

The effect of AR on visitor experience and purchase intentions is greater and customer is willing to pay higher price when environmental augmentation provide a high virtual presence.

He & Li 2018

Technology readiness study resulted that perceived usefulness and ease of use affect intention to use AR and visit the destination.

Chung et al. 2015

AR application generates satisfactory tourism experience although not extraordinary. AR has the potential communicate the destination brand.

Huertas & Gonzalo 2020

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How virtual experiences can be perceived as real experiences and perceived intrusiveness of AR. Spatial presence enhanced purchase

Reijmersdal Guda Van Noort & Neijens P. 2020

AR is reported to increase sales related to accommodation, travel and tourism attractions.

Gerrity, 2018

AR can create more immersive experiences and enrich engagement.

Jung, Chung and Leue, 2015

AR can increase sales and visitor numbers. Cranmer et al. 2018 AR helps creating more personalized products

and unique experiences.

Tussyadiah et al. 2018

AR is important topic to adapt to ensure profitability, innovation, and better product development.

Hassan & Rahimi, 2016

While all the papers support the value co-creation and enhancing experiences through new technologies, less is known of the potential value co-destruction of technology enhanced experiences. Whereas value can be co-created it could also be co-destroyed by the consumers or the resources like technology that is integrated in the process. Value co-destruction can be intentional but also unintentional similar to value co-creation (Kirova, 2021).

Potential impact of use of technology in nature experience may cause the devalue for people. One reason for the cause is when people have an option to choose to experience the nature virtually, they might no longer what to experience the actual nature (Levi et al, 1999) Also, as the use of technologies in tourism increases, the blurry line between daily life and travel experience gets thinner and can cause growing need to disconnect from nature.

There is a need to understand in what cause the technology is implemented in a nature tourism.

When technology causes a human a risk to lose touch with nature, even the smallest disconnection

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is important (Kahn et al 2009). An extreme example of disconnection of nature explained is the global warming and climate change that are considered a result from the disconnection with nature. As said previously, consumerism has brought up problems with consuming nature as a material goods rather than respecting it and its effects on human. The debate of technology and its impact on our perspective on nature and environment is ongoing dilemma. If technology is used correctly, it can strengthen the relationship between human and nature by organizing social movements and educational products for environmental good. The fundamental issue is not the technology itself but how much and how we use it (Zacharymenz, 2016).

2.2.1 Augmented Reality technology

Augmented Reality is described as a place where virtual content is integrated seamlessly with displays of real-world scenes. (Mullen & Nyquist, 2011) It is an interactive design where virtuality meets reality and overlay the physical environment with elements done virtually for example images, videos, or textual information. (see Picture 2.) One definition for the phenomenon goes:

“AR is technology which allows superimposition of synthetic images over real environment, providing knowledge about the environment and makes the experience more pleasant and effective for the user, because the information required is blended spatially over real information related to it” (Danado et al.

2003; Chung N et al 2015). Rather than disconnecting users from reality, Augmented Reality enhances it (Craig 2013; Sung 2020)

Picture 2. Image of the augmented reality technology

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As a technology, augmented reality is mostly used with smart devices such as mobile phones and tablets due to their strong widespread but also it can be integrated to a gaming devices, wearables, laptops and other spaces like fixed interactive screens or projectors, (Jarnovik, 2015.) However, the biggest development of AR wearables is still waiting its revolution. Applications with AR has changed the whole consumer experience to the direction with more interactive and diversified outcome (Chung N et al. 2015). Issues that need a consideration from technology perspective is that there must be a secure way that the digital information is aligned with the consumers path and computer software must be done to manage the technology visually enough (Berryman, 2012).

Innovative and creative experience is more likely to contribute positive brand perception and as a result engagement increases which can strengthen the economic value of a product or service (Gilliland, 2019). Also, companies are more capable to differentiate themselves from each other by adapting AR, therefore gain competitive advantage in a seriously tight industry as tourism industry is (Tsiotsou 2012). As whole, the new technology can be valuable to tourism industry because of the constantly changing travel behavior among consumers in terms of new ways of making decisions, purchase products, explore reviews, educate themselves and its ability to increase social awareness of environment.

2.3 Nature tourism

Nature tourism is highly trending segment in the tourism field. (Potter et al 2016) Nature-based tourism covers undisturbed natural surroundings is the key attraction or setting including consumptive and adventurous activities but also non-consumptive contemplative activities (Vespestad et al 2019). Nature tourism includes forests, lakes, rivers, ocean, mountains and national parks or other protected sceneries and recreational areas. (Bell et al 2007; Bell 1997)

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Tourism companies provide range of approaches to entertain visitors from more traditional activities such as hiking or canoeing to new technology-based experiences like geo navigating and more immersive experience made with technologies such as augmented reality and virtual reality (Potter et al 2016). Consumers are aiming for adventures in nature as a source of excitement and stimulation as well as detaching themselves from the ordinary everyday lives (Beedie &

(Ladkin;Willis;Clayton;& Marouda, 2016) Hudson 2003). Value from nature-based experiences is combination of various aspects derived from the experience and depends on the consumer’s desired of outcome (Vespestad et al 2019).

Nature is known as a healing component in human lives with its positive effects with physical, mental, and social wellbeing. Some of the healing effects are for example possibility to cheer and support self-confidence, it is stress revealing environment as well as mentally relaxing and in addition its researched ability to improve sleep and other physical conditions (Kuuluvainen &

Sarén, 2016). Research out of nature and its impacts does support the claim that nature has a wholesome effect on human mind, and it is an emotional experience. In addition, nature provide possibility to socially interact but also get distance from others (Salonen 2020; Kuuluvainen &

Sarén, 2016; Tyrväinen, 2014). Regardless its many positive impacts on wellbeing, some observation resulted how now-a-days endless hurry, all-time connectivity, desired efficiency in everything and fear related to nature may have a negative impact on wellbeing effects of nature (Salonen 2020).

Nature is experienced for humans as natural surrounding where different senses create the whole experience while built environment such as city park or green decorations can tire the senses more. According to the research sound and smells activate human senses in which the relaxed and healed outcome is derived. Deepest connection with nature has been found in wilderness where nature is still untouched and part of the original surroundings. Afterall research still claims that visiting a green area in a city minimum five hours per month or visiting countryside two to three times monthly improves the wellbeing of human (Kuuluvainen & Sarén 2016).

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Ladkin et al (2016) argued that experience of nature must be seen as a process. This process includes interaction between individuals and natural entities, social and cultural context as a consequence for new skills, knowledge and behavioural change. Technological change has brought new tools and skills which can be leveraged in creation of interactive nature tourism experiences.

2.4 Technology-nature relationship

Technology’s relationship with nature is a complex matter. Although it makes our everyday life easier and more enjoyable, it may also be a destroyer of our natural connection with the world.

There is a need to understand in what cause the technology is implemented in a nature tourism (Grönroos 2018). When technology causes a human a risk to lose touch with nature, even the smallest disconnection is important. An extreme example of disconnection of nature explained is the global warming and climate change that are considered a result from the disconnection with nature. The debate of technology and its impact on our perspective on nature and environment is ongoing dilemma. If technology is used correctly, it can strengthen the relationship between human and nature by organizing social movements and educational products for environmental good. The fundamental issue is not the technology itself but how much and how we use it.

(Zacharymenz, 2016)

Wang et al (2014) observed that tourists are using smartphones in every step of their travels including daily routines to interaction. The continuous use of technologies has brought up a culture whereby tourists are expecting technologies to be part of their social lives as well as in other parts of their daily lives. When increasing number of users are adapting the new technology, the distinction between tourist experience and daily life gets blurred (Sigala 2018; Cranmer et al 2020).

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Technology can provide educational value for users to get deeper connection with nature and it improves the social value because its possibility to share content in social media and interact inside the application. Application such as “giving nature a home” app was developed to provide enjoyment via gaming, and it give “garden activities to inspire excitement for nature”. “Nature Passport” application is designed for teachers and families to encourage them to teach kids how to act, collaborate and create in nature. “Pocket Pals”-application does provide augmented reality trails for children without detracting them from experiencing the site itself. Educational purpose is a strong asset for nature experiences done with technology. With educational and social features application can promote better lifestyle, increase the positive environmental acts and even helps to prevent the ultimate threat, climate change (Morrison 2019).

Professor Peter Kahn, a director of “the human Interaction with Nature and Technological Systems Lab” (HINTS) was interviewed about the human relationship with nature. According to Kahn nature experience done with technology does not provide comparable benefit to time spend in real nature. He claims freedom achieved from a real nature is restricted when experiencing the nature with an immersive reality such as VR or AR. He also mentions that connection with nature needs a meaning. Meaning that he refers is for example taking care of oneself and if the aim is taken down the experience is meaningless and ultimately can create value co-destruction for a consumer (Matei, 2017).

On the other side digital technologies can enhance and contribute interaction with nature (Morrison 2019). For instance, unique selling points for Finish nature are its clean air and peaceful surroundings but how to communicate the etiquette to consumers could be implemented by technology such as augmented reality application. Moreover, the ability to promote less known destinations through storytelling and activities implemented with immersive technologies is something to consider.

Digital nature tourism is form of tourism where a digital tool such as mobile application, virtual reality product or augmented reality application is one integrated element in an experience. With

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technology the nature tourism experience is evolved by offering enriched novel experiences or providing something extra through the digitalisation (Juntunen, Lehtisyrjä & Lavonen 2019)

Our relationship with nature is a complex matter where the balance of using the resource as an environment where we consume it or we use it as a healing component physically as well as mentally, is scarce. (Alakoski & Tikkanen 2016) So far, topic of technological nature stands with the result that technological nature provides partly enjoyment and benefits of interacting with the real nature and could act as a substitute for actual nature however such substitution contributes fundamental problem where new generations base their conception of natural world to what they have encountered in childhood. (Kahn et al 2009) Yet the continuing development of digital era, nature tourism experiences enhanced with technology is a natural prolongation. Services and products are invented to provide better customer experience and answer the demand of nature tourism. Using mixed realities in different services and products for instance marketing nature destinations, providing virtual guided tours and advance information of a destination can contribute positive impacts on Finnish nature tourism in terms of visibility and attractivity (Juntunen et al 2019).

It is said that “technological nature has its benefits” like engaging us with our biophilia. Biophilia is a fundamental, genetically based human need and propensity to affiliate with “life and lifelike processes”

(Wilson 1984; Kahn et al 2009). While big cities keep expanding and emigration increases, there is still a distance between in technological nature and in real nature. A concern of disconnecting with nature is coming from our alienated view of real life where we learn to accept digital substitute and compromise the fundamental connection for the environment (Matei, 2017).

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3 METHODOLOGY

Qualitative approach was chosen to this study to gain deeper insight of the phenomenon of technology-nature relationship. In this study, method is qualitative because of its decisive aim to understand how a phenomenon is experienced through people. Qualitative method is common when the outcome is trying to “seek an understanding of a particular phenomenon from perspective of those experiencing it” (Longhurst, 2009). Why, how, and what kind are the questions that are investigated in an interview with qualitative methods to be able to develop business operations (Heikkilä. 2014). Previous studies on technology and its effects on humans have been using mainly quantitative research method which is more common in hospitality industry where numeric data explain the phenomenon (Mujis 2011). In general, quantitative research method is more suitable when analysing large amount of data.

To be able to answer for the questions what kind and how, semi structured interview was chosen for data collection method and method aims to find a deeper insight of a phenomenon. The phenomenon of technology-nature relationship hasn’t been researched widely therefore semi structured interviews are appropriate to collect better understanding of its effects, qualitative studies allow to discuss topic important to them (Longhurst 2009).

3.1 Sample and data collection

In qualitative research, the most common data collection methods are interview, observation, survey and data analysis from a document. (Tuomi and Sarajärvi 2018). This empirical study does not try to prove any theory wrong or right but is trying to understand a specific phenomenon therefore qualitative content analysis is chosen. The goal for this study is to understand the value or possible devalue of a technology use in a nature experience. In the other words the aim is to

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understand a phenomenon hence qualitative theme-based content analysis is done. Eight semi- structured interviews were used to collect qualitative data. Eight interview questions are developed according to the previous literature review about the perceived value dimensions. All questions are designed to respondents to be able to express their feelings and opinions after the nature experience and share insights of technology-nature relationship through value dimensions.

In this study the interview questions are created beforehand and are based on themes according to the theoretical background of this study (Tuomi & Sarajärvi 2008). Open-end questions were created around the consumptions value dimensions created from theory section. The questions were originally designed in Finnish and later translated to English for this research. The research questions can be found in appendices of this study. Appendix 2. “Research interview questions in English” and Appedix 1. “Research interview questions in Finnish”. Open-end questions allow the interviewer control situation where order for the question can be adjusted for the situation (Tuomi

& Sarajärvi 2008).

Some ethical challenges can be seen in this qualitative study because there is no statistical analysis in qualitative studies opposite to quantitative, the researcher must evaluate what she observes as well as interpret it. Moreover, researcher face ethical challenges in different stages of the study.

This includes anonymity, researcher’s potential impact on the participants (Sanjari et al 2014). In this study, researcher was using personal contacts to get respondent therefore ethical is considered. Interview was held anonymously.

3.2 Data collection methods

In this paper data was collected from the interviews done. Eight semi-structured interviews were held face-to-face in a nature environment by recording the interview-discussion and analysing

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answers later according to the records. Using interviews as a data collection method there are advantages because of the possibility to repeat question and create trustworthy atmosphere between the interviewer and the interviewee’s whereas the order of the questions can be varied as well as clarified if needed (Tuomi & Sarajärvi 2017).

The data collection for this study was carried out finally in summer 2021. Eight interviewees were found for this research paper. Saaranen-Kauppinen & Puusniekka (2006) states that relatively small research material can be counted as reliable if clear pattern is recognized from the answers.

Interviewees were selected on a location in the nature experience. There were not any other criteria of the participations but participation in a nature experience. The number of participants (n = 8) was not chosen beforehand in fact participants for this research was challenging to find because of low number of people in nature experiences using added technologies. In qualitative study the number of respondents is proven reliable when results are not producing any new discovering (Saaranen-Kauppinen & Puusniekka, 2006). Data saturation in qualitative research can be problematic because it depends on how much the researcher notices new perspectives when analysing the data and furthermore when researcher can be sure that the study subject no longer produces new information (Saaranen-Kauppinen & Puusniekka, 2006). In the end the aim was to gather enough data to reach saturation and with eight interviews the saturation is reached according to the researcher because after seventh interview there were not any new discoveries.

All recordings are listened and transcribed individually where relevant content is transcribed excluding non-verbal gestures in addition with mumbling or other similar non-relevant content.

Interviews are in held in Finnish therefore transcription is done in Finnish, but all material used in this study is translated into English including straight quotations.

Consumption values are chosen based on Sheth. et al (1991) theory of consumption values where several values are recognized influencing consumer choice behavior. The interview was constructed of eight questions with two sub questions. Some additional questions were asked during the interviews for understanding. Although interviewees were introduced to the topic prior

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the interviews. Tuomi & Sarajärvi (2018) recommend interviewer to familiarise participants with upcoming questions to maintain efficient and smooth atmosphere.

With the interview questions researcher is trying to get insight from a consumer choice behavior therefore questions of what and why were asked. Firstly, what was reasons for participant to visit the nature experience is asked to understand values influencing the visit. Secondly, what kind expectations there were before the trip and feelings recognized after the experience- questions are aiming to understand possible values of an experience. Questions of value for a consumer is asked if the experience provide something valuable in addition if value was not achieved, specific reasoning for that is discovered. Finally, last questions concerned the technology use in the experience and its potentially in the future. The interviewer asked if added technology was in use during the experience also if it wasn’t what were the reasons. Values of using technology in an experience was discovered and general question about augmented reality enhanced technology was asked to understand its potential for future contributions. There were two separate groups of respondents. One group who has been using added technology in an experience and another group who did not use any kind of technology. Two groups are then compared and analysed to find dissimilarities in consumption values affecting customer choice behavior.

Selected participants represents both genders female, and male. Majority of the interviewee’s were female between the age of 27 and 54. Minority of the participants were male aged between 30 to 35. All eight respondents are Finnish nationalities therefore all interviews were held and conducted in Finnish. It is important to take into a consideration when analysing the results that all respondents are digital natives representing both X-generations and millennials who are used to utilize mobile devices in their everyday life.

Table 4. Respondents’ demographics

Participant Nationality Gender Age Mode Interview

K1 Finnish Female 34 Interview August 2021

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K3 Finnish Male 30 Interview August 2021

K6 Finnish Male 35 Interview August 2021

3.3 Data analysis

The analysis method used in this master’s thesis is qualitative content analysis. In qualitative studies, content analysis is common because aim is to analyse and organize data into a form that is systematic and clear and emphasized variation e.g., similarities or dissimilarities between the parts of the text (Erikkson & Kovalainen, 2008).

The researched phenomenon has been analysed based on the interviews in addition to theoretical chapter. Interview questions are partly constructed based on theory of consumption values therefore deductive theory-based analysis is used in data analysis however this paper does not try to validate an existing theory then again theory is used as a tool that guides and assists in reading the data. Therefore, this study is abductive data analysis which is combination of inductive and deductive analysis methods. Abductive approach can create or innovate new insight or knowledge (Tuomi & Sarajärvi 2008). This research is seen as a unique research because of seriously low number of previous papers contributed of the topic of technology-nature relationship undoubtedly new ideas and insight has been obtained from the content analysis.

Based on the results gathered from the data, further analysis was conducted by combining the theoretical contribution with empirical findings (Tuomi & Sarajärvi 2008).

Firstly, all the value dimensions are highlighted with colors. All different value dimensions are then recognized from the data and highlighted with certain color. This is called coding (Erikkson &

Kovalainen 2008). After the coding, lists are collected from the essential codes, so similarities and dissimilarities are recognized, and lists are constructed under every value dimension. Dividing all value dimensions into six separate sections enables researchers to see patterns in answers and