Virtual Tours to Promote the Remote Customer Experience

Today, virtual reality and augmented reality can allow people to interact with products and places in a very realistic way. In this direction, the use of immersive virtual tours (VTs) can improve the users' experience, their perceptions, attitudes and even intended behaviours as potential or actual consumers. The paper focuses on a traditional Italian cheese product and defines a transdisciplinary, multimodal approach where VT helps the remote customer experience based on a VT application to virtually visit a Parmigiano Reggiano cheese dairy, using cutting- edge virtual reality set-up. The paper describes how to create a virtual tour of industrial plants by mapping the main actions, from the storytelling definition, to the plant digitization, until the creation of the virtual, immersive and multimodal application using Unity3D. The VT combines visual experience with gesture recognition and audio stimulation, adding also olfactory cues, in order to create an interactive and realistic experience.