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AR and VR to Enrich Cultural Heritage and Retail Experiences: ETT Case Studies and Guiding Principles

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XR Case Studies

Part of the book series: Management for Professionals ((MANAGPROF))

Abstract

In recent years, both the cultural and the industrial/retail sectors have been going through an intense period of development, characterized by suggestions from ICT. The use of Augmented and Virtual Reality features for the enjoyment of cultural and retail experiences has become increasingly demanded when it comes to engage different users and increase levels of immersion aiming to the transmission of information. ETT, specialized in technological innovation and Experience Design, has developed high level know-how in the creation of AR and VR experiences, both in Culture and Retail, though the use of cutting edge technologies and engagement and storytelling techniques.

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References

  • Bec, A., Moyle, B., Timms, K., Schaffer, V., Skavronskaya, L., & Little, C. (2019). Management of immersive heritage tourism experiences: A conceptual model. Tourism Management, 72, 117–120.

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  • Trunfio, M., Campana, S., & Magnelli, A. (2019). Measuring the impact of functional and experiential mixed reality elements on a museum visit. Current Issues in Tourism. https://doi.org/10.1080/13683500.2019.1703914

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Author information

Authors and Affiliations

  1. ETT S.p.A, Genoa, Italy

    Adele Magnelli, Davide Pantile, Matteo Ventrella & Giovanni Verreschi

Authors
  1. Adele Magnelli
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  2. Davide Pantile
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  3. Matteo Ventrella
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  4. Giovanni Verreschi
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Corresponding author

Correspondence to Adele Magnelli .

Editor information

Editors and Affiliations

  1. Faculty of Business and Law, Manchester Metropolitan University, Manchester, UK

    Timothy Jung

  2. PricewaterhouseCoopers, London, UK

    Jeremy Dalton

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Magnelli, A., Pantile, D., Ventrella, M., Verreschi, G. (2021). AR and VR to Enrich Cultural Heritage and Retail Experiences: ETT Case Studies and Guiding Principles. In: Jung, T., Dalton, J. (eds) XR Case Studies. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-72781-9_7

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