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Cinematic Storytelling with Virtual Reality for Cultural Heritage Marketing and Accessibility

Cinematic Storytelling with Virtual Reality for Cultural Heritage Marketing and Accessibility

Alessandra Marasco, Francesca Nicolais, Guido Acampa, Barbara Balbi
Copyright: © 2022 |Pages: 22
ISBN13: 9781668434369|ISBN10: 1668434369|ISBN13 Softcover: 9781668434376|EISBN13: 9781668434383
DOI: 10.4018/978-1-6684-3436-9.ch010
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MLA

Marasco, Alessandra, et al. "Cinematic Storytelling with Virtual Reality for Cultural Heritage Marketing and Accessibility." Global Perspectives on Strategic Storytelling in Destination Marketing, edited by Ana Cláudia Campos and Sofia Almeida, IGI Global, 2022, pp. 193-214. https://doi.org/10.4018/978-1-6684-3436-9.ch010

APA

Marasco, A., Nicolais, F., Acampa, G., & Balbi, B. (2022). Cinematic Storytelling with Virtual Reality for Cultural Heritage Marketing and Accessibility. In A. Campos & S. Almeida (Eds.), Global Perspectives on Strategic Storytelling in Destination Marketing (pp. 193-214). IGI Global. https://doi.org/10.4018/978-1-6684-3436-9.ch010

Chicago

Marasco, Alessandra, et al. "Cinematic Storytelling with Virtual Reality for Cultural Heritage Marketing and Accessibility." In Global Perspectives on Strategic Storytelling in Destination Marketing, edited by Ana Cláudia Campos and Sofia Almeida, 193-214. Hershey, PA: IGI Global, 2022. https://doi.org/10.4018/978-1-6684-3436-9.ch010

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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.

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