Cultural Industry’s Strategic Development: Reaching International Audience by Using Virtual Reality and Augmented Reality Technologies

Abstract

In the last ten years, Virtual Reality (VR) and Augmented Reality (AR) technologies have been rapidly developed as a means to distribute digital content and to disseminate organizations worldwide. Cultural industry adopted these technologies and developed applications as a means of strategic development in the digital world and in order to “internationalize” their audience. Moreover, these technologies offered the opportunity to reshape the whole industry by enriching (physical and digital) visitors’ experiences. Current research provides evidence about developing VR and AR tools that can act as internationalization facilitators when it comes to cultural industry. Research was conducted during the “VARSOCUL” project funded by the European Regional Development Fund (ERDF) as part of the Greek National Scope Action entitled “RESEARCH-CREATE-INNOVATE”. The project’s main result are presented, alongside with VR and AR tools developed.