The moderating effect of the use of virtual reality technologies in the branding of the cultural tourism sector: an analysis from the brand heritage

IF 0.6 Q3 COMMUNICATION
Communitas Pub Date : 2023-09-30 DOI:10.38140/com.v28i.7272
Diana Escandón-Barbosa, Jairo Salas-Paramo, Victor Castrillon Paque
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引用次数: 0

Abstract

One of the main concerns of many countries is the maintenance of their cultural expressions over time. Since these expressions allow for defining the most deeply rooted characteristics of the identity of both nations and people in this way, the purpose of this research is to analyze the moderating effect of the use of virtual reality technologies in the relationship between the different categories of cultural branding and the brand heritage in the cultural tourism sector of a country. To achieve this purpose, using the technique of structural equations allows for finding both direct and indirect relationships between the factors that affect the brand heritage of a country. The sample considered the perceptions of 460 individuals who frequently attend cultural events and who have used event advertising with virtual reality. Within the different results, it was found that there is a direct and positive moderation effect in the relationships between the different cultural branding categories and the brand heritage. On the other hand, while the social and personal brand identities have a positive effect on the brand heritage, the branding equity and brand awe not significant in traditional channels, unlike the virtual reality.
虚拟现实技术的使用对文化旅游部门品牌建设的调节作用:从品牌遗产角度的分析
许多国家关注的主要问题之一是如何长期保持其文化表现形式。由于这些表现形式能够以这种方式确定国家和民族最根深蒂固的身份特征,本研究的目的是分析虚拟现实技术的使用对不同类别的文化品牌与一个国家文化旅游部门的品牌遗产之间关系的调节作用。为实现这一目的,使用结构方程技术可以找到影响一国品牌遗产的因素之间的直接和间接关系。样本考虑了 460 名经常参加文化活动并使用过虚拟现实活动广告的人的看法。在不同的结果中发现,不同文化品牌类别与品牌遗产之间存在直接和积极的调节效应。另一方面,虽然社会和个人品牌身份对品牌传承有积极影响,但在传统渠道中,品牌资产和品牌威慑力并不显著,这一点与虚拟现实不同。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Communitas
Communitas COMMUNICATION-
CiteScore
0.50
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0.00%
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