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- W4312588212 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." @default.
- W4312588212 created "2023-01-05" @default.
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- W4312588212 date "2022-05-27" @default.
- W4312588212 modified "2023-09-23" @default.
- W4312588212 title "Cinematic Storytelling with Virtual Reality for Cultural Heritage Marketing and Accessibility" @default.
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- W4312588212 doi "https://doi.org/10.4018/978-1-6684-3436-9.ch010" @default.
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