Search Results (33)

This study aims to identify and evaluate the essential design features, strengths, and limitations of a virtual reality (VR) application that has been developed to train an international sales force effectively for a premium global wine brand. The study emphasizes the value of stakeholder-driven iterative development and systematic evaluations. A case study methodology was adopted for the research, focusing on a VR training application, developed for Marchesi Antinori. The Scrum framework was employed to facilitate iterative stakeholder collaboration. A qualitative evaluation was conducted using focus groups, comprising marketing, communications, and sales representatives. A systematic application of natural language processing (NLP) embedding techniques and recursive clustering analyses was undertaken to interpret stakeholder feedback. The findings suggest that stakeholder-driven, iterative processes can significantly enhance the effectiveness of VR applications by providing a clear structure for immersive storytelling that focuses on terroir characteristics, vineyard operations, and cellar practices. Stakeholders acknowledged the potent educational benefits of VR in regard to business-to-business (B2B) sales training. However, they also highlighted significant limitations, including user discomfort, concerns about authenticity, and variations in market receptivity. Alternative immersive technologies, including augmented reality and immersive multimedia environments, have emerged as valuable complementary approaches. This study addresses a significant gap in the literature by examining the application of VR technology for B2B sales training in the premium wine industry. The study integrates an iterative Scrum methodology with advanced natural language processing (NLP) analytical techniques to derive nuanced, context-rich insights. Full article

Recent advancements in virtual reality (VR) technology have introduced a new paradigm in exhibition culture, with digital storytelling emerging as a crucial component supporting this transformation. Particularly in virtual exhibitions, digital storytelling serves as a key medium for enhancing user experience and maximizing immersion, thereby fostering continuous usage intention. However, systematic research on the structural influence of VR-based digital storytelling on user experience remains insufficient. To address this research gap, this study examines the impact of key components of digital storytelling in VR—namely, interest, emotion, and educational value—on presence, immersion, enjoyment, and continuous usage intention through path analysis. The results indicate that interest, emotion, and educational value all have a significant positive effect on presence. Furthermore, while interest and emotion positively influence immersion, educational value does not show a statistically significant effect. Presence, in turn, has a positive effect on immersion, enjoyment, and continuous usage intention, while immersion also positively influences enjoyment and continuous usage intention. Finally, enjoyment was found to have a significant positive effect on continuous usage intention. This study empirically validates the effectiveness of digital storytelling in virtual exhibition environments, offering valuable academic and practical insights. Theoretically, it contributes to the field by elucidating the complex and hierarchical relationships among three core factors—interest, emotion, and educational value—and their impact on user experience. Practically, the findings provide strategic guidelines for designing virtual exhibitions that maximize user immersion and satisfaction, reaffirming the importance of storytelling content that emphasizes interest and emotion. Full article

In this paper, we describe the developmental process of a culturally grounded Moombaki virtual reality (VR) game. We share how Aboriginal children’s drawings have informed the creation of an interactive learning platform for primary school-aged children attending schools in Wadjuk Boodja. The project focused on connecting students to cultural knowledge through immersive storytelling, creative exploration, and collaborative design by using small group yarning circles and game development activities. The aim of the yarning sessions was to identify, explore, and understand the knowledge Aboriginal children had of Aboriginal identity and culture, including protocols, ceremonies, stories, Dreamtime, languages, and traditional practices, and how best to represent these concepts in the cultural learning journey using virtual reality. Full article

This study proposes the Tourism Adaptable Digital Marketing Framework (TADMF), a flexible, cyclical model tailored to optimize digital marketing strategies for hotels and destinations. By leveraging data-driven insights and neuromarketing principles, the framework addresses critical gaps in traditional linear models to maximize bookings for hotels and enhance awareness of destinations. The three-stage cyclical process, attraction, engagement, and conversion, ensures continuous feedback and refinement across the customer journey. Hotels benefit from tailored techniques, such as dynamic pricing and personalized recommendations, while destinations focus on storytelling and user-generated content to forge emotional connections. Compared to traditional marketing models, this framework uniquely integrates online and offline interactions to create cohesive customer experiences. Key findings reveal that the TADMF fosters a dynamic interplay between theoretical innovation and practical applicability, demonstrating scalability and adaptability to diverse tourism contexts. The study concludes that the TADMF offers a robust foundation for addressing the evolving challenges of digital marketing in tourism, paving the way for future research into advanced technologies such as AR, VR, and AI. Full article

This paper explores contemporary approaches to preserving and promoting cultural heritage by integrating game elements and advanced technologies, such as Virtual Reality (VR) and Augmented Reality (AR). In an era increasingly shaped by digital innovation, preserving cultural heritage demands new strategies to sustain engagement with historical narratives and artifacts. Emerging technologies like VR and AR offer immersive, interactive experiences that appeal to modern audiences, especially younger generations accustomed to digital environments (Bekele and Champion). Gamification—the use of game design principles in non-game contexts—has gained significant traction in education and cultural heritage, providing new methods for increasing user engagement and retention (Werbach and Hunter). By incorporating gamified features, heritage can be made more accessible, fostering emotional connections and deeper understanding (Huotari and Hamari; Zichermann and Cunningham). This aligns with the shift toward interactive digital storytelling as a tool to transform static heritage presentations into dynamic, participatory experiences (Champion and Rahaman). Central to this research is the conceptualization and development of a mobile application leveraging VR and AR to enhance user engagement and education around cultural heritage. Drawing on the principles of self-determination theory (Deci and Ryan) and empirical findings on gamified learning (Landers and Landers), the application combines educational content with interactive elements, creating an immersive learning environment. By addressing both content accessibility and interactive immersion, this application bridges the gap between traditional heritage preservation and the expectations of a digitally native audience. The recent literature underscores the potential of VR and AR in cultural preservation, emphasizing their ability to transcend physical boundaries, simulate historical environments, and promote active participation (Milgram and Kishino, Addison; Azuma). As virtual environments evolve, platforms like the metaverse expand possibilities for experiencing cultural heritage in spaces free of geographical limitations (Cipresso et al.; Radianti et al.). Such advancements have already demonstrated significant educational and experiential benefits (Wu et al.; Akçayır and Akçayır). This study employs both quantitative and qualitative methods to examine the target group’s attitudes toward gamified technologies for cultural heritage preservation. The initial results indicate substantial interest and willingness among users to engage with applications employing VR and AR. This aligns with findings in the literature that suggest immersive experiences can enhance learning outcomes and foster long-term engagement (Merchant et al.; Speicher et al.). The project has garnered significant recognition, receiving the Rector’s Award for the best scientific paper in the technical field at the University of Zagreb and earning bronze medals at the ARCA Innovation Fair and the INOVA Fair. These accolades underscore the project’s innovative approach and its potential for real-world application. By presenting a robust framework for integrating gamification and immersive technologies into cultural heritage preservation, this paper contributes to the growing discourse on utilizing advanced digital tools to ensure the sustainability and relevance of cultural heritage for future generations. Full article

The Hospital Web Quality Multicriteria Analysis Model (HWQ) is constructed, designed, and validated in this research. For this purpose, we examined the web quality analysis models specialized in hospitals and health centers through a literature review and the most current taxonomies to analyze digital media. Based on the benchmarking and walkthrough methods, the analysis model was built and validated by a panel of experts (X = 3.54, CVI = 0.88, Score Σ = 45.58). To test its applicability and reliability, the model was pilot-tested on the websites of the ten public and private hospitals with the best reputation in Spain in 2022, according to the Merco Sanitario ranking. The results showed very similar web structures divided by specific proposals or sections of some centers. In this regard, this study identifies a general communication proposal in hospitals that does not adapt to the guidelines of screen-mediated communication, as well as a lack of personalization and disruptive storytelling ideation. In addition, the work concludes that Spanish hospitals, for the moment, have not opted for formats and technological developments derived from the possibilities of gamified content, 360° immersion, Virtual Reality (V.R), or Augmented Reality (A.R). Full article

Immersive journalism, utilizing virtual reality (VR) and augmented reality (AR) technologies, offers a transformative approach to storytelling by creating deeply engaging news experiences. This study examines the acceptance of immersive journalism by people working in news media industries focusing on different demographic groups. Using qualitative focus groups, participants from varied age groups experienced VR news stories and discussed their perceptions and responses. Key findings revealed high emotional engagement across all demographics, with younger participants showing greater enthusiasm and ease with the technology, while older participants expressed interest but faced technological barriers. Trust in the media and perceived realism were crucial factors influencing acceptance. Concerns about accessibility and inclusivity were also significant, particularly among older and less technologically proficient participants. This study concludes that, for immersive journalism to gain widespread acceptance, media organizations must address technological barriers, enhance user education, and ensure ethical standards in storytelling. These insights contribute to understanding how immersive journalism can be integrated into mainstream media to enhance audience engagement and trust, highlighting the importance of accessibility and emotional resonance in the adoption of innovative media technologies. Full article

Background: Microaggressions are subtle slights that can cause significant psychological distress among marginalized groups. Few studies have explored interventions that might mitigate these effects. Objective: This study aimed to investigate if and how humor-infused immersive storytelling via virtual reality (VR) could reduce identity-related psychological distress caused by microaggressions. Methods: Using a community-based participatory research approach, we developed a 7-min 360-degree VR film depicting scenarios of microaggressions across various identities. Forty-six college students participated in a controlled study where they were exposed to this immersive VR experience. We measured identity-related psychological anxiety, character identification, perceived humor, and perceived psychological presence. Results: The findings demonstrated a significant anxiety reduction following the VR intervention, supporting the efficacy of humor-infused storytelling in alleviating the impact of microaggressions. Character identification significantly predicted anxiety reduction, while perceived humor and psychological presence did not directly influence anxiety reduction but indirectly contributed through enhanced character identification. Conclusions: Humor-infused immersive storytelling, facilitated by VR, effectively reduces identity-related psychological distress primarily through character identification. The structural equation modeling results emphasize the importance of integrating humor and psychological presence to enhance character connection, advocating for a balanced approach that combines traditional narrative elements with technological innovations in health interventions aimed at combating the adverse psychological effects of microaggressions. Full article

This work addresses the lack of methodologies for the seamless integration of 360° videos, 3D digitized artifacts, and virtual human agents within a virtual reality environment. The proposed methodology is showcased in the context of a tour guide application and centers around the innovative use of a central hub, metaphorically linking users to various historical locations. Leveraging a treasure hunt metaphor and a storytelling approach, this combination of digital structures is capable of building an exploratory learning experience. Virtual human agents contribute to the scenario by offering personalized narratives and educational content, contributing to an enriched cultural heritage journey. Key contributions of this research include the exploration of the symbolic use of the central hub, the application of a gamified approach through the treasure hunt metaphor, and the seamless integration of various technologies to enhance user engagement. This work contributes to the understanding of context-specific cultural heritage applications and their potential impact on cultural tourism. The output of this research work is the reusable methodology and its demonstration in the implemented showcase application that was assessed by a heuristic evaluation. Full article

History is a subject that students often find uninspiring in school education. This paper explores the application of social VR metaverse platforms in combination with interactive, nonlinear web platforms designed for immersive storytelling to support learning about a sensitive historical event, namely the Asia Minor Catastrophe. The goal was to design an alternative method of learning history and investigate if it would engage students and foster their independence. A mixed-methods research design was applied. Thirty-four (n = 34) adult participants engaged in the interactive book and VR space over the course of three weeks. After an online workshop, feedback was collected from participants through a custom questionnaire. The quantitative data from the questionnaire were analyzed statistically utilizing IBM SPSS, while the qualitative responses were coded thematically. This study reveals that these two tools can enhance historical education by increasing student engagement, interaction, and understanding. Participants appreciated the immersive and participatory nature of the material. This study concludes that these technologies have the potential to enhance history education by promoting active participation and engagement. Full article

Virtual reality (VR) can be useful in efforts that aim to improve the well-being of older members of society. Within this context, the work presented in this paper aims to provide the elderly with a user-friendly and enjoyable virtual reality application incorporating memory recall and storytelling activities that could promote mental awareness. An important aspect of the proposed VR application is the presence of a virtual audience that listens to the stories presented by elderly users and interacts with them. In an effort to maximize the impact of the VR application, research was conducted to study whether the elderly are willing to use the VR application and whether they believe it can help to improve well-being and reduce the effects of loneliness and social isolation. Self-reported results related to the experience of the users show that elderly users are positive towards the use of such an application in everyday life as a means of improving their overall well-being. Full article

Virtual reality (VR) environments provide a high level of immersion that expands the possibilities for perspective-taking so that people can be in the shoes of others. In that regard, VR storytelling environments are good for situating people in a real migration story. Previous research has investigated how users engage in narrative VR experiences. However, there is a lack of research on the predictors of engagement in VR storytelling environments. To fill this gap in the literature, this study aims to identify the predictors of engagement when VR is used as a medium to tell a migration story. A structural model based on hypotheses was validated using partial least squares structural equation modeling (PLS-SEM) with data from the interaction of 212 university students with a tailor-made VR experience developed in Unity to engage people in two migration stories. The results show that our model explains 55.2% of the variance in engagement because of the positive influence of immersion, presence, agency, usability, and user experience (UX). Full article

Because of its benefits in providing an engaging and mobile environment, virtual reality (VR) has recently been rapidly adopted and integrated in education and professional training. Augmented reality (AR) is the integration of VR with the real world, where the real world provides context and the virtual world provides or reconstructs missing information. Mixed reality (MR) is the blending of virtual and physical reality environments allowing users to interact with both digital and physical objects at the same time. In recent years, technology for creating reality-based 3D models has advanced and spread across a diverse range of applications and research fields. The purpose of this paper is to design, develop, and test VR for kinaesthetic distance learning in a museum setting. A VR training program has been developed in which learners can select and perform pre-made scenarios in a virtual environment. The interaction in the program is based on kinaesthetic learning characteristics. Scenarios with VR controls simulate physical interaction with objects in a virtual environment for learners. Learners can grasp and lift objects to complete scenario tasks. There are also simulated devices in the virtual environment that learners can use to perform various actions. The study’s goal was to compare the effectiveness of the developed VR educational program to that of other types of educational material. Our innovation is the development of a system for combining their 3D visuals with rendering capable of providing a mobile VR experience for effective heritage enhancement. Full article

The paper was aimed to promoting and improving the knowledge of the Naples city’s monuments through an immersive visit experience, according to the paradigms of new digital languages. Thanks to the use of integrated technologies, some monuments of the city are presented in virtual way, with unusual viewpoints, that reveal previously unseen details, many of them not directly visible to tourists. A journey created by the use of integrated technologies, to discover historical facades and museums to be explored in total freedom, without physical constraints, without cognitive barriers. The technological basis supporting the visit consists of integrated solutions including digital photogrammetry, 3D modelling, virtual restoration and persuasive storytelling, all organised to provide a product for the general public, to be enjoyed with VR headsets. The available contents are organised on different reading levels, in according to three paths that include: a visit to the MANN (National Archaeological Museum of Naples), a visit within the virtual room dedicated to the most important museums of the city and a virtual walk through the decumani, the heart of historical centre. The virtual enjoyment of contexts no longer visible in original state or not accessible by tourists is resolved by the virtual reconstruction and re-location of artefacts in a virtual space, here called Virtual Room. Full article

The use of virtual reality (VR) storytelling in cultural communication is increasing and has found its way into the journalism, tourism, museum, and exhibition industries. Earlier studies have examined VR storytelling to improve user experience (UX). However, there is still insufficient research on UX and communication effectiveness in an immersive virtual environment (IVE) in storytelling involving different sentiments. In this study, participants watched positive and negative news stories in three IVEs: 2D video, 360-degree video via mobile devices, and 360-degree video with a VR headset. The predictor variables of enjoyment and the impact of presence, flow, understanding, empathy, credibility, and enjoyment across the stories in IVEs were analyzed. Two models were constructed based on positive and negative stories. The findings show that predictor variables make different contributions to VR storytelling with different sentiments. The conclusions support IVE production in journalism based on sentiment to further improve UX and enhance communication effectiveness. Full article