Cinematic Storytelling With Virtual Reality for Cultural Heritage Marketing and Accessibility

This chapter addresses the potential of Virtual Reality (VR) as a storytelling medium for the experiential marketing and the accessibility of cultural heritage sites through a case study of a cinematic VR storytelling aimed to enhance the visitor experience at the Archeological Park of Cuma (Italy). The immersive storytelling was used both as a persuasive tool in the pre-visit stage and as a core element of the onsite visit experience for improved accessibility. The VR storytelling was created through a user-centred design process involving users and in collaboration with heritage curators. The case study illustrates how the cinematic immersive narrative is used to engage viewers, developing a connection between two VR experiences that experiment different narratives in relation to their functions in the visit experience. Theoretical, methodological and managerial implications are discussed for the design of visitor-centric experiences and the development of experiential marketing strategies.