Virtual Reality (VR) is not a New Technology

Virtual reality can be portrayed as an Immersive Mixed media innovation (Krau, 2016). Today, Virtual reality (VR) is not a new technology (Barnes, 2016). Initial computerized VR started within the late-1960s (VRS, 2016). According to the Oxford English Dictionary, virtual reality alludes to “The computer created simulation of a three-dimensional image or environment that can be associating with in an apparently genuine or physical way by an individual utilizing specific electronic equipment, such as a helmet with a interior screen or gloves fitted with sensors.

” (Barnes, 2016).

Virtual reality is prominently used in gaming, but there are many other challenging and unusual applications for virtual reality (Applications Of Virtual Reality, 2017). Applications of Virtual Reality: There are many applications for virtual reality such as: education, military, entertainment, fashion, Heritage, Business, Engineering, Sport, Media, Construction, Film, Telecommunication and Marketing. Due to the great progress that VR made in video game industry, many companies are trying to apply it to their business.

Virtual reality affords marketers the opportunity to provide potential consumers with the most realistic experience of a product, service or place yet without necessary physical co-location. This provides an advanced, rich and immersive medium that is able to deliver distinctive, high-impact and memorable messages, and engage audiences and potential consumers (Schmitt, 1999). The potential applications in marketing are many and varied and include promotion, market research, online sales, customer service, brand management, and public relations (Barnes, 2016).

Virtual reality simulations allow the marketer to recreate the look and feel of a retail store on a computer monitor, projected display wall, VR CAVE, or head-mounted display. In a typical desktop VR simulation, the shopper navigates through the store using a mouse, joystick, or keyboard commands, and can pick up a package from the shelf by clicking on or touching its image on the monitor. The product then flies to the center of the screen. The consumer can rotate the product to examine package information and then touch an image of a shopping cart to “purchase” the item.

During the shopping process, the computer unobtrusively records all aspects of the interaction, including the time spent shopping in the category, the sequence and duration of each product interaction, and the quantity of items purchased (Burke, 2018). Once the virtual store is constructed, individual tests can be set up and run in days rather than months or years. The computer codes data automatically, so the results are available quickly. The simulation provides quantitative estimates of sales, market share, sources of volume, and profitability that relate directly to the firms’ objectives (Burke, 2018).

There are three different market research applications of VR. First, is the projective research techniques, which is a great way to investigate projective techniques in research; to have the participants experience things from a different physical perspective. Second, insight presentations, as insight professionals we are often witness to a strange divide between customer intelligence and business action. We know that bridging this gap is essential to the success of any organization and are passionate about engaging stakeholders in project outcomes.

Third, Environmental research control, we all know that context influences people’s behavior, the time, weather, and environment all have an effect perception and satisfaction. With VR, you can remove that context (Hudson, 2017). Application of Virtual Reality in Winery Tourism marketing? VR has long been viewed as a powerful marketing and engagement tool. The wine industry is also awakening to this fact, with multiple winery virtual reality solutions and studios on the market (Bradley, 2017). The biggest advantage of Virtual Reality is that it is a portable experience – it can even be sent to international wine events for luring wine lovers and tourists (Virtual Reality Attracting International Wine Tourism, 2018).

Wine regions across Australia stand to benefit from a $7.4 million investment boost for 21 international wine tourism projects, including $2.8 million from the International Wine Tourism Competitive Grants Program – a component of the Australian Government’s $50 million Export and Regional Wine Support Package ($7.4 million boost for international wine tourism, 2018). Recently winemakers in Australia get funds from federal government to encourage tourists using VR.

First one that started such virtual tours was Brancott Estate winery, who launched a VR multisensory experience as part of its Red Shed pop-up, which is touring UK festivals last year (Virtual Winery: Meet the VR Tours Cuvee, 2017). There are six ways top winemakers and merchants are utilizing virtual reality (Bradley, 2017). 1. Creating multi-sensory experience 2. Making vineyard virtual tours 3. Making wine cellar virtual tours 4. Producing wine tasting experiences 5. Demonstrating wine portfolio & recording press events 6. Recording wine festivals The appropriate combination of these six usages of Virtual Reality has a definite potential for improvement of winery tourism marketing.

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