Page 166 - Kaleidoscope Academic Conference Proceedings 2020

2020 ITU Kaleidoscope Academic Conference

1.1.1 Potential benefits for winemakers and wine farms Section 4 shows the results obtained from the case study and
we conclude the study and offer future direction in Section 5.
(a) Continued business: The wine farms and
winemakers will still be able to market their 2. LITERATURE REVIEW
offerings to consumers and showcase their estates
to potential investors even during exigent This chapter gives a general understanding of immersive
circumstances such as the COVID-19 pandemic. technology terminology, looks into AR and VR research
conducted in marketing, and finally looks into AR and VR
(b) Decreased hosting costs: The wine farm will not research in viticulture.
have to spend money on flying out their
winemakers and marketers to meet potential 2.1 Brief overview of immersive technologies
investors and conduct a wine tasting with them to
convince potential investors to buy into the Immersive technology provides an opportunity to
company. revolutionize the way we go about our daily lives, by
blending virtual and real environments or creating a
(c) Always open for business: The virtual tour can be completely immersive experience. The technology includes:
taken at any time by the customers, the wine farm augmented reality (AR), virtual reality (VR), and mixed
can attract customers to see its products and reality (MR)
offerings in any kind of weather. Due to the
customers not having to physically be at the wine (i) AR: Enhances reality by layering information or
farm, the wine farm can have consumer traffic in virtual aspects over a direct view of actual reality.
any kind of weather. The farm will not be In other words, AR overlays virtual objects in the
disadvantaged by bad weather, operating hours, and
social distancing protocols. real world. Hence, users are not isolated from the
real world and can still interact with their immediate
1.1.2 Potential benefits for end users (clients, wine environment. Google glasses are a good example of
sellers, partners) an AR device [4].

(a) Self-navigation: With the virtual wine farm tour, (ii) VR: VR affords a user to experience complete
the end user is in control of the order of sites they immersion in a simulated stand-alone (digital)
see and time they spend in those points of interest, environment. This offers the ability to naturally
unlike traditional tours where a tour guide leads the interact with the digital world using a head-
tour and determines the route and time allocated to mounted display (HMD) or VR headset to get a
each section of the farm, according to what they
deem important and interesting. 360-degree view of a digital world. This technology
completely isolates the user from their immediate
(b) Decreased travel costs: The costs incurred surroundings. Oculus Rift and Samsung VR are
accessing the application will be far less than those good examples of VR devices [5].
that would be incurred if the clients or partners were
to physically travel there themselves. (iii) MR: Overlay of synthetic content on the real world
that is anchored to and interacts with the real world
(c) The safest form of tourism during the COVID-19 in real time. This is often known as hybrid reality
pandemic: The end users of the application will not
come into contact with anyone from using this since it combines the two previous technologies
virtual tour. This tour is better during the current (AR and VR). Microsoft's HoloLens is a good
pandemic as they can observe social distancing example of a device that promotes MR, which can
protocols at home, using the application. The end allow you to interact with digital content in a
users can also choose which wine they want to buy dynamic way [6].
beforehand by listening to the winemaker's
description of their offerings. This will, in turn, (iv) XR: This is an emerging overall term that describes
make shop visits shorter and decrease the end users the merging of all the other technologies; that is AR,
probability of interacting with people outside their
homes. VR, and MR. Hence, this technology merges the
physical and virtual worlds in unique ways.
The rest of the paper is organized in the following manner:
Section 2 is a literature review analyzing academic research In this paper, we will be using the terms AVR and immersive
and current applications of immersive technologies in wine technologies interchangeably.
farm marketing. Section 3 discusses the design and
methodology that was followed to conduct the case study.

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