Scottish Heritage Partnership: Immersive Experiences

核心研究问题：苏格兰主要遗产地的沉浸式技术方法目前有多成功，无论是在结果方面，还是在游客反应方面？证据支持什么样的未来发展？研究方法：在最初的试点阶段提出的研究方法将为探索核心沉浸式技术研究问题的有效性和潜力奠定基础。在PI和研究团队的指导下，试点项目RA将建立一份问卷，以测试参观者对库洛登、罗伯特·彭斯博物馆和班诺克伯恩遗址的沉浸式维度的反应。还有格拉斯哥的河滨博物馆(如果不是英国非传统博物馆观众人数最多的话)和位于开尔文大厅的苏格兰国家图书馆。与此同时，他们将围绕苏格兰国家信托基金在纽黑尔提出的收藏品和政策发展设立观察和焦点小组。这些方法将遵循PI的CDA用来评估观众对2014年格拉斯哥蓬勃发展的展览的60,000名参观者的反应的方法，以及PI的Beyond Text RA用来评估2010年和2011年在格拉斯哥米切尔图书馆举办的材料Burns 1月份展览的反应的方法；CI Economou的RA在2005-2008年间作为Marie Curie ChIron项目的一部分，在罗马、雅典和Ename参加了三个不同的身临其境的展览(Economou&Pujol Tost 2011)。项目组将从合作伙伴组织现有的访客和客户联系基础中确定受众焦点群体，并将探索他们的访客体验，同时让他们了解身临其境体验技术的新发展。我们将考虑发展未来的“智能”反应评估，如Fitbit和智能手机访客反应监测。沉浸式体验是“组成”记忆的手段(即，创造条件，使公开表达的记忆是在一系列社会可接受的背景下形成的记忆)。在机动化时代，步道完成了嵌入首选记忆叙事的相同功能，而沉浸式体验-通过技术媒介部分或全部提供-努力呈现记忆、地点和性能的融合，以创造游客记忆与参观购买的体验的密切和持久的关系。沉浸式技术(尽管对此的研究尚未开发，其开发是拟议的合作伙伴关系的关键组成部分)可以说在记忆的沉着方面具有类似于电子大众媒体的效果，但效果可能以更强大和更持久的方式传递。我们还将与Soluis作为我们的数字合作伙伴合作，为政策和受众发展创建决策模型。研究背景：研究背景既是遗产部门最近快速增长的背景，也是旅游业、遗产产业和观众发展的前沿沉浸式体验的中心，在伦敦、约克、布莱克浦和来自梅林娱乐公司的爱丁堡地下城等“梦幻”场馆发展身临其境的体验是一项相互关联的活动。其中一些游客体验相对较新，观众反馈还处于早期阶段：然而，有一些证据表明，完全或主要是CGI沉浸式体验，如Bannock Burn，对整个受众的吸引力和有效性不如对特定群体的吸引力和有效性。研究成果：网站、政策文件、风险评估、可视化决策工具和在AHRC Showcase上的演示，以及相关活动--例如在卫生署会议上的演讲和媒体/社交媒体战略。

Core Research Question: How successful have approaches to immersive technologies at major heritage sites in Scotland been currently, both in terms of outcomes against business plan expectations and in terms of visitor response, and what kinds of future development are supported by the evidence?Research Methods: The proposed Research Methods in this initial pilot phase will lay the groundwork for the exploration of the effectiveness and potential of the core Immersive Technology Research Question.Under the guidance of the PI and research team, the pilot project RA will set up a questionnaire to test visitor response to the immersive dimensions of the Culloden, Robert Burns Museum and Bannockburn sites, as well as at the Riverside Museum in Glasgow (which has secured one of the highest -if not the highest-non-traditional museum audience in the UK) and the National Library of Scotland at Kelvin Hall. In parallel, they will set up observations and a focus group round the proposed collections and policy developments at Newhailes by the National Trust for Scotland. These approaches will follow the methodology used by the PI's CDA to evaluate audience response among the 60 000 visitors to the When Glasgow Flourished exhibition in 2014 and by the PI's Beyond Text RA to evaluate responses to the material Burns January exhibition in the Mitchell Library, Glasgow in 2010 and 2011; and by the CI Economou's RA in three different immersive exhibitions in Rome, Athens, and Ename as part of the Marie Curie CHIRON project between 2005-2008 (Economou & Pujol Tost 2011). The project team will identify audience focus groups from the existing visitor and client contact base of the partner organizations, and will explore their visitor experience while also exposing them to new developments in Immersive Experience technology. Consideration will be given to the development of future 'Smart' response evaluations, such as Fitbit and smartphone visitor response monitoring.Immersive experiences are means of 'composing' memory (that is, creating the conditions in which the memories which are publicly expressed are those which are formulated within a range of socially acceptable contexts. In the motorized era, trails have fulfilled the same function of embedding preferred memory narratives, while immersive experiences-delivered in part or whole through the medium of technology-strive to present a fusion of memory, place and performance to create a close and lasting relationship of visitor memory to the experience purchased by the visit. Immersive technologies have (although research on this is not yet developed and its development is a key component of the proposed partnership) arguably similar effects to electronic mass media in the composure of memory, but effects which are possibly delivered in stronger and more lasting terms.We will also work with Soluis as our digital partner, to create a decision-making model for policy and audience development. Research Context: The research context is that of both the recent rapid growth of the heritage sector, and within that the centrality of cutting edge immersive experiences for tourism, the heritage industry and audience development The development of immersive experiences at 'fantasy' venues such as the London, York, Blackpool and Edinburgh 'Dungeons' from Merlin Entertainments is a connected activity. Some of these visitor experiences are relatively recent, and audience feedback is at an early stage: however, there is some evidence that fully or predominantly CGI immersive experiences such as Bannockburn are less appealing and effective to a comprehensive audience demographic than they are to particular groups. Research Outputs: Website, a policy paper, a risk assessment, a visualization decision making tool and presentations at the AHRC Showcase, and connected events-e.g. presentations at DH conferences and a media/social media strategy.