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- The use of virtual reality to boost the promotion of touristic destinations and the interpretation of heritagePublication . Cunha, Carlos R.; Mendonça, Vítor; Gomes, João Pedro; Morais, Elisabete Paulo; Moreira, André SilvaTourism and heritage are fundamental assets in many modern economies and certainly fundamental from a civilizational and generational point of view. Its promotion and interpretation are therefore important, and in these fields, technologies have played a fundamental and revolutionary role. In this scenario, Virtual Reality demonstrates an enormous potential in the promotion of destinations and in the creation of immersive experiences that allow a better interpretation of destinations and heritage, as well, as a greater attractiveness for the younger generations. This article, after reviewing concepts, proposes a conceptual model capable of contributing to a more agile and massified creation of Virtual Reality experiences. Finally, is presented an experimental prototype created for an olive oil museum, with the aim of facilitating the interpretation, by visitors, of its permanent exhibition objects.
- Using extended reality and machine learning in digital marketing focusing tourismPublication . Cunha, Carlos R.; Gomes, João Pedro; Mendonça, VítorTechnology has shaped the way in which all economic sectors evolve and reinvent themselves in order to achieve a high level of competitiveness. The tourism sector, being information-intensive and globalizing, at a time when never before have so many people traveled to so many destinations, needs to be competitive in the way it promotes destinations and assists visitors, providing useful and effective information. In order to achieve this goal, it is necessary to innovate in the way visitors are reached before they decide to choose one destination, as well as understand the aspirations of visitors throughout the entire visiting process—before, during, and after the visit. This reality has made the tourism ecosystem more complex and more dependent on the use of technology which, today and in the future, does not only focus in the support of operational management issues, but increasingly requires the use of technology for anticipate visitors’ aspirations and innovation in information and service delivery mechanisms. In this context, Extended Reality and Machine Learning are two emerging technologies with an enormous potential. This paper, after an introduction, reviews the Extended Reality and Machine Learning technologies and presents a conceptual model that aims to combine both, so that the tourism sector can better understand in advance the needs and visitors’ aspirations and can distribute information and services in an immersive and contextualized way, improving digital marketing strategies. Finally, some scenarios for using the conceptual model are presented and ongoing work is outlined.
- Leveraging the promotion of tourist destinations and the interpretation of their heritage using virtual realityPublication . Cunha, Carlos R.; Mendonça, Vítor; Gomes, João Pedro; Morais, Elisabete Paulo; Moreira, André SilvaTechnology is increasingly a transversal layer to all activities and, in this sense, exploring the potential of technology as a driver to support the competitiveness of organizations and nations has become a necessity for survival. Tourism is a fundamental asset in many modern economies and certainly fundamental from a civilizational and generational point of view, insofar as associated with a wide range of tourist destinations is its heritage. As such, the promotion and interpretation of destinations and their heritage are very important and, in these areas, technologies have played a fundamental and revolutionary role. In this scenario, Virtual Reality, among other technologies, demonstrates a vast potential in promoting tourist destinations and in creating immersive experiences that allow for a better interpretation of destinations and their heritage, as well as greater attractiveness for younger generations. This article, after a review of technological concepts and a discussion of their role in the context of tourism and heritage, proposes a conceptual model capable of contributing to a more agile and massified creation of Virtual Reality experiences. Finally, an experimental prototype created for an olive and olive-oil museum is presented, with the aim of facilitating the interpretation, by visitors, of its permanent exhibition objects and improving the visiting experience.