Cinematic Storytelling with Virtual Reality for Cultural Heritage Marketing and Accessibility

Author:

Marasco Alessandra1ORCID,Nicolais Francesca2,Acampa Guido3,Balbi Barbara4

Affiliation:

1. Institute for Research on Innovation and Services for Development, National Research Council, Italy

2. Università degli Studi Suor Orsola Benincasa, Italy

3. Lapej Communication, Italy

4. Italian Ministry of Culture, SABAP Naples, Italy

Abstract

This chapter addresses the potential of virtual reality (VR) as a storytelling medium for experiential marketing and the accessibility of cultural heritage sites through a case study of a cinematic VR storytelling aimed to enhance the visitor experience at the Archeological Park of Cuma (Italy). The immersive storytelling was used both as a persuasive tool in the pre-visit stage and as a core element of the on-site visit experience for improved accessibility. The VR storytelling was created through a user-centred design process involving users and in collaboration with heritage curators. The case study illustrates how the cinematic immersive narrative is used to engage viewers, developing a connection between two VR experiences that experiment different narratives in relation to their functions in the visitor experience. Theoretical, methodological, and managerial implications are discussed for the design of visitor-centric experiences and the development of experiential marketing strategies.

Publisher

IGI Global

Cited by 1 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3