RUDN Journal of Studies in Literature and JournalismRUDN Journal of Studies in Literature and JournalismВестник Российского университета дружбы народов. Серия: Литературоведение. Журналистика2312-92202312-9247Peoples’ Friendship University of Russia named after Patrice Lumumba (RUDN University)3436610.22363/2312-9220-2023-28-1-165-174LEYCXIJOURNALISMЖурналистикаResearch ArticleVR-mediated storytelling of experience in destination branding: hybrid 4D transformationsVR-сторителинг в брендинге территории: гибридные 4D-трансформацииhttps://orcid.org/0000-0002-9608-352XShilinaMarina G.ШилинаМарина Григорьевна

Professor

профессор

marina.shilina@gmail.comhttps://orcid.org/0000-0001-7586-0564SokhnMariaСокнМария

Professor, Haute Ecole de Gestion Arc

профессор, Высшая школы менеджмента

Maria.sokhn@he-arc.chhttps://orcid.org/0000-0002-1006-9349WirthJuliaВиртЮлия

Associated Professor, Haute Ecole de Gestion Arc

доцент Высшей школы менеджмента

Julia.wirth@he-arc.chPlekhanov Russian University of EconomicsРоссийский экономический университет имени Г.В. ПлехановаHES-SO University of Applied Sciences and Arts Western SwitzerlandУниверситет прикладных наук и искусств Западной Швейцарии30032023281VOL 28, NO1 (2023)ТОМ 28, №1 (2023)16517410042023Copyright ©; 2023, Shilina M.G., Sokhn M., Wirth J.Copyright ©; 2023, Шилина М.Г., Сокн М., Вирт Ю.2023Shilina M.G., Sokhn M., Wirth J.Шилина М.Г., Сокн М., Вирт Ю.https://creativecommons.org/licenses/by-nc/4.0https://journals.rudn.ru/literary-criticism/article/view/34366

In COVID-19 era, destination branding faces the challenge of digitalization and virtual reality (VR) in particular. The fundamentals of VR-mediated storytelling in destination branding are in the process of being developed. There is a luck of research on immersive VR-mediated storytelling, scenarios, and messages in destination branding, especially realised with technologies of more complex - hybrid - immersivity (4D). The shift from 2D, 3D to 4D hybrid multisensory VR technologies is not only among the main technology developments - it provokes new research problems with VR-mediated destination branding and storytelling. The authors present the results of theoretical and empirical research of VR-mediated destination storytelling of a brand driven by the newest 4D hybrid multisensory technological approaches on the case of Switzerland. In Switzerland, VR-mediated projects in destination branding are developing actively last years but VR-mediated storytelling research in this field was not provided yet. In this regard, it was chosen 100 destination brand VR projects, presented in 2016-2022, to compare the parameters of VR-mediated storytelling of a brand. VR has to be included into brand storytelling paradigm, which must be rethought for this specific sphere. It was proved that it is more effective to combine different types of experience, virtual and physical both and make the VR-mediated brand storytelling hybrid. In terms of theoretical implications, this paper opened a specific research area by bridging theoretical and empirical ideas of destination branding, VR-mediated storytelling and digital media, technical and social communication.

Во времена COVID-19 для брендинга территорий появляются новые вызовы цифровизации, в частности виртуальная реальность (VR). В брендинге территории VR-сторителлинг находится в процессе становления. Изучение иммерсивных VR-историй, сценариев и сообщений, особенно реализованных с помощью технологий более сложной гибридной иммерсивности (4D), весьма востребовано в геобрендинге. Переход от 2D и 3D к гибридным мультисенсорным VR-технологиям 4D фиксирует не только технологические трансформации в геобрендинге, но и провоцирует новые исследовательские проблемы. Представлены результаты теоретического и эмпирического исследования VR-сторителлинга в геобрендинге с использованием новейших гибридных мультисенсорных технологических подходов 4D на примере Швейцарии. В Швейцарии VR-проекты в геобрендинге активно развиваются в последние годы, но VR-сторителлинг прежде не изучался. Сравнение параметров ста VR-историй брендов (2016-2022) показало, что требуется создание особых параметров VR для геобрендинга. Доказано, что наиболее эффективной является гибридная история бренда. С точки зрения теории, данная работа открывает особую исследовательскую область, соединяя теоретические и эмпирические идеи брендинга территории, VR-сторителлинга и цифровых медиа, технической и социальной коммуникации.

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