ENTER2017 eTourism Conference presentation

2. 2
Ticino Tourism VR Experience.
Manuela Nicoletti, Director of Marketing, 24.1.2017, ENTER2017@Rome.

3. Agenda.
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− Introduction
− Ticino Tourism VR Experience: idea/objectives and hard
facts
− The USI Study and its results
− Further developments

4. 4
Introduction.

5. - 2’180’000 hotel ON
- 62 % domestic tourism
- 9.6 % gross domestic
product
- 22’000 pax working in
the tourism industry
Introduction.
5

6. Introduction (II).
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− Opening of the Gotthard Base Tunnel in 2016 as a
opportunity for the tourism industry in Ticino:
– Increase of day tourists from German part of Switzerland
– New «market» opportunities, i.e. Berne region, French part, Southern Germany
 Goal: Increase of net added value.
− Ticino Tourism has been given responsibility for
promoting the opening of the tunnel 2015-2017 (in
Switzerland and other markets)

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Ticino Tourism VR Experience:
Idea/objectives and hard facts.

8. Idea/objective.
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− Exhibition «NRLA – the gate to the south» in Lucerne with
an integration of Ticino
− How can the tourism destination Ticino be
«experienced»?
– Staging  palms, pedal boots on bassin
– Gastronomy
– Competitions (edutainment)
– VR
- Objectives:
- Create awareness towards the tunnel
- Focus on USP
- Reactivate memories
- Create desire for destination

9. Hard facts.
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− Tecnological partner: Responsive AG
− Length of experience: 5 min 45 s
− Number of scenes/worlds: 11 (7 3D contructions / 4 360
degree fotos; uneven lengths)
− «Distribution»:
– 3 fixed seats in the Swiss Transportation Museum in Lucerne
(since March 2016)
– 2 mobile stations Ticino Tourism (at b2c events,
press conferences, workshops)
– vr.ticino.ch
− Number of visualizations: over 26’000 times
(03.2016-1.2017)

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The USI Study and its results.

11. USI Study and its results.
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− Methodology of experiment (8.6.2016):
– Number of participants: 23 (4 females / 19 males)
– 2 parts of the research:
– Questionnaires before, straight after and one month after the experience
– Empatica E 4 wristband: device for real-time computerized biofeedback (syncronized with the
video)  track physical response (heart rate)
− Results
– HR peaks correspond to graphic design elements that change perspective
(balloon ride, restaurant view…)
– First time experience feel more «immersed» than
actually displayed  novelty effect
− Limits of the research:
– Sample limited / generalization difficult
– Carry over effect of HR levels to adjacent scenes

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VR Experience 2017.
Further developments.

13. VR experience 2017: further developments.
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− Based on results of the USI study
− Integration of labels for locations
− Integration of new scenes with unusual views  i.e. Mt.
Generoso
− Evtl. Product placements
− Launch april 2017

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Thank you for your attention!
manuela.nicoletti@ticino.ch