Exploring how to use virtual tours to create an interactive customer remote experience

This paper investigates the use of Virtual Reality (VR) to develop virtual tour applications for marketing purposes. The aim is to explore how virtual technologies can support the creation of knowledge about a specific food product and the achievement of user engagement by a multi-sensory virtual tour of the real production site. The study provides design guidelines to create a valuable, multisensory experience by VR tours and demonstrate how the adoption of a user-driven approach, instead of a technology-driven approach, allows to achieve a positive intention to buy. The case study was represented by one of the excellences among Italian food products, the Parmigiano Reggiano (PR) cheese. The PR virtual tour was validated by a user testing campaign, involving more than 70 users: users' reactions and feedback were collected by human physiological data monitoring and questionnaires' administration. The research results demonstrated how virtual technologies could effectively help people to create a solid knowledge about a food product to support the marketing process and to form an intention to buy thanks to a better understanding of the quality of the local and traditional productions.