Virtual reality (VR) has become an important field of academic research investigation, firstly an... more Virtual reality (VR) has become an important field of academic research investigation, firstly and obviously in relation to its technological aspects. Then, as a marketing tool for promotion and communication purposes. In this context, researchers have mainly focused on analyzing the behavior and appreciation of tourists with respect to this new technology. This article proposes an alternative approach, focusing on the company's decision-makers, mainly tourism and cultural organizations, who use this technology. This approach seeks to understand how and why VR is integrated into a company's strategy. Methodology: Firstly, we did a literature review and studied a systematic collection of virtual tour offers in Switzerland, which led to the analysis of characteristics of these virtual reality offers. These characteristics consider the different virtual reality systems according to the level of immersion, interactivity, and presence, which made it possible to construct a classification of virtual tour offers in Switzerland. Secondly, a qualitative method was used to conduct twelve semi-structured interviews with companies offering virtual tours of Swiss regions, in order to understand the managerial vision of VR usage and to deepen understanding of the various applications of virtual reality in the context of Swiss tourism. Findings: The analysis revealed that there is a distinction between the different virtual reality systems used in the Swiss tourism sector. Research has shown that non-immersive 360° videos as a marketing tool are no longer of great benefit to tourist destinations. Conversely, immersive virtual tours for promotional purposes at trade fairs and with travel partners are still of interest however are no longer considered a competitive advantage. It is the integration of VR into the in-situ tourism experience which has received a more enthusiastic response but creating fears among tourism stakeholders. Originality/Value: The main argument of this article is that it analyzes the use of VR tools from the point of view of managers of cultural and tourist institutions, and not from the point of view of customers. Furthermore, the article proposes a new structural classification of VR projects in Switzerland and offers practical implications for tourism and cultural organizations, as well as new directions for future studies.
RUDN Journal of Studies in Literature and Journalism
In COVID-19 era, destination branding faces the challenge of digitalization and virtual reality (... more In COVID-19 era, destination branding faces the challenge of digitalization and virtual reality (VR) in particular. The fundamentals of VR-mediated storytelling in destination branding are in the process of being developed. There is a luck of research on immersive VR-mediated storytelling, scenarios, and messages in destination branding, especially realised with technologies of more complex - hybrid - immersivity (4D). The shift from 2D, 3D to 4D hybrid multisensory VR technologies is not only among the main technology developments - it provokes new research problems with VR-mediated destination branding and storytelling. The authors present the results of theoretical and empirical research of VR-mediated destination storytelling of a brand driven by the newest 4D hybrid multisensory technological approaches on the case of Switzerland. In Switzerland, VR-mediated projects in destination branding are developing actively last years but VR-mediated storytelling research in this field w...
Slideshow presentations have become ubiquitous in our everyday life, and are used for communicati... more Slideshow presentations have become ubiquitous in our everyday life, and are used for communicating information of different kinds. In this paper, we consider two different concepts that include both slides and VR technology in one presentation, mixed presentations, and virtual presentations, and examine the role of the presenter in these concepts. We conducted three user studies which indicate that it is not necessary that presentations need to be held completely in VR as both virtual and mixed presentations were accepted by our participants, and that our participants preferred immersed presenter integrations.
HAL (Le Centre pour la Communication Scientifique Directe), 2018
Valeur du territoire-valeur culturelle ? AUTEURE Julia WIRTH RÉSUMÉ Face à la mondialisation, de ... more Valeur du territoire-valeur culturelle ? AUTEURE Julia WIRTH RÉSUMÉ Face à la mondialisation, de plus en plus de sites web proposent des informations en langue locale et en anglais, partant de l'idée que tout un chacun connaît celle-ci. Or, des études récentes démontrent que les utilisateurs préfèrent avoir une description des produits dans leur langue maternelle. Ce phénomène touche également les acteurs territoriaux qui font la promotion, notamment touristique, de leur territoire vers l'extérieur. Dès lors, comment mieux construire cette communication destinée à un public issu d'une autre culture ? Pour répondre à cette question, le thème de « valeur » est primordial. Quelle valeur est investie au territoire dans une langue-culture ? Les textes analysés illustrent ces valeurs au travers d'un carré sémiotique : valeur symbolique, utilitaire, hédonique et critique. L'exemple du canton de Neuchâtel illustre cette démarche et met en évidence la différence qui existe entre les textes russes et les textes suisses traduits en russe. MOTS CLÉS Valeurs du territoire, représentation culturelle, communication orientée, langue-culture russe ABSTRACT Faced with globalisation, more and more websites display their information mainly in English and the local language with the idea that everyone knows English. However, recent studies show that users prefer to have a description of the products in their native language. This phenomenon particularly affects local actors who wish to promote their region outside its borders. The tourism industry is an exemplary case. Hence, what is the best way to develop communication with an audience coming from another culture? To answer this question the subject of "value" is paramount. What value is given to the territory in a language-culture? The analysed texts illustrate these values through a semiotic square: symbolic, utilitarian, hedonic and critical value. The example of the canton of Neuchâtel shows this approach and highlights the difference between the Russian texts and the Swiss texts translated into Russian.
RUDN Journal of Studies in Literature and Journalism, 2021
The practices of so-called immersive media have been developing in the past few years. The immers... more The practices of so-called immersive media have been developing in the past few years. The immersive media situation characteristics, infrastructure, content and social aspects have been identified through the use of a multilevel structural and functional methodology, and make it possible to fix its specificity at all levels. The new format of the immersive media situation leads to changes in approaches to the mediatization studies. In the article, to study the media immersive communicative situation a generative approach is proposed for the first time. It is relevant to topological thinking, and to the modern immanent picture of the world, when a person and technology co-create a new form. Along with the generative approach and generative design, the necessity of applying relevant paradigms and methods of psychology to form new theoretical and methodological foundations of immersive user-centric media communication is substantiated. Several new concepts and terms are introduced, in...
Журнал издается с 2011 г., выходит 4 раза в год Журнал зарегистрирован Управлением Федеральной сл... more Журнал издается с 2011 г., выходит 4 раза в год Журнал зарегистрирован Управлением Федеральной службы по надзору в сфере связи, информационных технологий и массовых коммуникаций по Краснодарскому краю и Республике Адыгея (Адыгея) Пи № Ту 23-00820 от 16 апреля 2012 г. УчреДИтель: Государственное бюджетное учреждение Республики Адыгея «Адыгейский республиканский институт гуманитарных исследований имени Т.М. Керашева».
Virtual reality (VR) has become an important field of academic research investigation, firstly an... more Virtual reality (VR) has become an important field of academic research investigation, firstly and obviously in relation to its technological aspects. Then, as a marketing tool for promotion and communication purposes. In this context, researchers have mainly focused on analyzing the behavior and appreciation of tourists with respect to this new technology. This article proposes an alternative approach, focusing on the company's decision-makers, mainly tourism and cultural organizations, who use this technology. This approach seeks to understand how and why VR is integrated into a company's strategy. Methodology: Firstly, we did a literature review and studied a systematic collection of virtual tour offers in Switzerland, which led to the analysis of characteristics of these virtual reality offers. These characteristics consider the different virtual reality systems according to the level of immersion, interactivity, and presence, which made it possible to construct a classification of virtual tour offers in Switzerland. Secondly, a qualitative method was used to conduct twelve semi-structured interviews with companies offering virtual tours of Swiss regions, in order to understand the managerial vision of VR usage and to deepen understanding of the various applications of virtual reality in the context of Swiss tourism. Findings: The analysis revealed that there is a distinction between the different virtual reality systems used in the Swiss tourism sector. Research has shown that non-immersive 360° videos as a marketing tool are no longer of great benefit to tourist destinations. Conversely, immersive virtual tours for promotional purposes at trade fairs and with travel partners are still of interest however are no longer considered a competitive advantage. It is the integration of VR into the in-situ tourism experience which has received a more enthusiastic response but creating fears among tourism stakeholders. Originality/Value: The main argument of this article is that it analyzes the use of VR tools from the point of view of managers of cultural and tourist institutions, and not from the point of view of customers. Furthermore, the article proposes a new structural classification of VR projects in Switzerland and offers practical implications for tourism and cultural organizations, as well as new directions for future studies.
RUDN Journal of Studies in Literature and Journalism
In COVID-19 era, destination branding faces the challenge of digitalization and virtual reality (... more In COVID-19 era, destination branding faces the challenge of digitalization and virtual reality (VR) in particular. The fundamentals of VR-mediated storytelling in destination branding are in the process of being developed. There is a luck of research on immersive VR-mediated storytelling, scenarios, and messages in destination branding, especially realised with technologies of more complex - hybrid - immersivity (4D). The shift from 2D, 3D to 4D hybrid multisensory VR technologies is not only among the main technology developments - it provokes new research problems with VR-mediated destination branding and storytelling. The authors present the results of theoretical and empirical research of VR-mediated destination storytelling of a brand driven by the newest 4D hybrid multisensory technological approaches on the case of Switzerland. In Switzerland, VR-mediated projects in destination branding are developing actively last years but VR-mediated storytelling research in this field w...
Slideshow presentations have become ubiquitous in our everyday life, and are used for communicati... more Slideshow presentations have become ubiquitous in our everyday life, and are used for communicating information of different kinds. In this paper, we consider two different concepts that include both slides and VR technology in one presentation, mixed presentations, and virtual presentations, and examine the role of the presenter in these concepts. We conducted three user studies which indicate that it is not necessary that presentations need to be held completely in VR as both virtual and mixed presentations were accepted by our participants, and that our participants preferred immersed presenter integrations.
HAL (Le Centre pour la Communication Scientifique Directe), 2018
Valeur du territoire-valeur culturelle ? AUTEURE Julia WIRTH RÉSUMÉ Face à la mondialisation, de ... more Valeur du territoire-valeur culturelle ? AUTEURE Julia WIRTH RÉSUMÉ Face à la mondialisation, de plus en plus de sites web proposent des informations en langue locale et en anglais, partant de l'idée que tout un chacun connaît celle-ci. Or, des études récentes démontrent que les utilisateurs préfèrent avoir une description des produits dans leur langue maternelle. Ce phénomène touche également les acteurs territoriaux qui font la promotion, notamment touristique, de leur territoire vers l'extérieur. Dès lors, comment mieux construire cette communication destinée à un public issu d'une autre culture ? Pour répondre à cette question, le thème de « valeur » est primordial. Quelle valeur est investie au territoire dans une langue-culture ? Les textes analysés illustrent ces valeurs au travers d'un carré sémiotique : valeur symbolique, utilitaire, hédonique et critique. L'exemple du canton de Neuchâtel illustre cette démarche et met en évidence la différence qui existe entre les textes russes et les textes suisses traduits en russe. MOTS CLÉS Valeurs du territoire, représentation culturelle, communication orientée, langue-culture russe ABSTRACT Faced with globalisation, more and more websites display their information mainly in English and the local language with the idea that everyone knows English. However, recent studies show that users prefer to have a description of the products in their native language. This phenomenon particularly affects local actors who wish to promote their region outside its borders. The tourism industry is an exemplary case. Hence, what is the best way to develop communication with an audience coming from another culture? To answer this question the subject of "value" is paramount. What value is given to the territory in a language-culture? The analysed texts illustrate these values through a semiotic square: symbolic, utilitarian, hedonic and critical value. The example of the canton of Neuchâtel shows this approach and highlights the difference between the Russian texts and the Swiss texts translated into Russian.
RUDN Journal of Studies in Literature and Journalism, 2021
The practices of so-called immersive media have been developing in the past few years. The immers... more The practices of so-called immersive media have been developing in the past few years. The immersive media situation characteristics, infrastructure, content and social aspects have been identified through the use of a multilevel structural and functional methodology, and make it possible to fix its specificity at all levels. The new format of the immersive media situation leads to changes in approaches to the mediatization studies. In the article, to study the media immersive communicative situation a generative approach is proposed for the first time. It is relevant to topological thinking, and to the modern immanent picture of the world, when a person and technology co-create a new form. Along with the generative approach and generative design, the necessity of applying relevant paradigms and methods of psychology to form new theoretical and methodological foundations of immersive user-centric media communication is substantiated. Several new concepts and terms are introduced, in...
Журнал издается с 2011 г., выходит 4 раза в год Журнал зарегистрирован Управлением Федеральной сл... more Журнал издается с 2011 г., выходит 4 раза в год Журнал зарегистрирован Управлением Федеральной службы по надзору в сфере связи, информационных технологий и массовых коммуникаций по Краснодарскому краю и Республике Адыгея (Адыгея) Пи № Ту 23-00820 от 16 апреля 2012 г. УчреДИтель: Государственное бюджетное учреждение Республики Адыгея «Адыгейский республиканский институт гуманитарных исследований имени Т.М. Керашева».
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