Exploiting Virtual Reality Visualisation Feature for Intangible Cultural Heritage in a Tourism Industrial Chain

Virtual reality (VR) has been increasingly used in the exploitation of the source of intangible cultural heritage (ICH) for tourism, and VR-induced ICH tourism products are popping up all the time. However, there is a lack of study on VR-induced ICH tourism from the perspective of the industrial chain and a comparison of media suitable for ICH tourism products. Using the case of the Cloisonne art experience tour of the Beijing Enamel Factory, China, this study explores the application of VR in the marketing aspect of the tourism industrial chain (TIC), and compares existing media and classifies them into flat screen and VR. Researchers used a 360-degree camera to shoot the handmaking skills of metal wire inlay and paint blue, these are important steps of Cloisonne making process and part of the tour. The 360-degree video provides tourists with a pre- trip opportunity to experience the scenery of the Cloisonne production site, which helps arouse their interest in the Cloisonne art experience tour and facilitate their decisions to travel to the field. Additionally, visitors can learn how to make metal wire inlay by themselves by playing/replaying the video, which may arouse their interest in gaining knowledge about the Cloisonne art and, in turn, taking the tour. The findings indicate that the application of VR could contribute to tourism marketing by providing a pre-trip virtual experience to potential tourists and involving them in product marketing.