Deconstructing Immersion in the Experience Economy Framework for Immersive Dining Experiences through Mixed Reality
In this study, we test the immersive character in an interactive content narrative developed for Microsoft HoloLens 2 mixed reality glasses in the dining context. We use retrospective think aloud protocol (RTAP) and galvanic skin response (GSR) to explore different types of immersion that can be cre...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2022-11-01
|
| Series: | Foods |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2304-8158/11/23/3780 |
| _version_ | 1797463202926166016 |
|---|---|
| author | Dai-In Danny Han Malu Boerwinkel Mata Haggis-Burridge Frans Melissen |
| author_facet | Dai-In Danny Han Malu Boerwinkel Mata Haggis-Burridge Frans Melissen |
| author_sort | Dai-In Danny Han |
| collection | DOAJ |
| description | In this study, we test the immersive character in an interactive content narrative developed for Microsoft HoloLens 2 mixed reality glasses in the dining context. We use retrospective think aloud protocol (RTAP) and galvanic skin response (GSR) to explore different types of immersion that can be created through interactive content narratives. Leaning on the core dimensions of the experience economy, we expand the current understanding on the role of immersion through integration of four immersive experience facilitators. The study revealed that these immersive experience facilitators occur simultaneously and can be enhanced through interactive content narrative design. Perceived novelty and curiosity were identified as key determinants to keep consumers engaged in the immersive experience and engage with the content. The study verifies the use of galvanic skin response in combination with retrospective think aloud protocol as a suitable approach to measure emotional engagement potential in interpreting consumers’ recollection of immersive experiences. |
| first_indexed | 2024-03-09T17:47:21Z |
| format | Article |
| id | doaj.art-4a5f36995dfa4d1d9f2528a8e981df67 |
| institution | Directory Open Access Journal |
| issn | 2304-8158 |
| language | English |
| last_indexed | 2024-03-09T17:47:21Z |
| publishDate | 2022-11-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Foods |
| spelling | doaj.art-4a5f36995dfa4d1d9f2528a8e981df672023-11-24T10:58:26ZengMDPI AGFoods2304-81582022-11-011123378010.3390/foods11233780Deconstructing Immersion in the Experience Economy Framework for Immersive Dining Experiences through Mixed RealityDai-In Danny Han0Malu Boerwinkel1Mata Haggis-Burridge2Frans Melissen3Academy for Hotel and Facility, Breda University of Applied Sciences, Mgr. Hopmansstraat 2, 4817 JS Breda, The NetherlandsResearch Centre Future of Food, Zuyd University of Applied Sciences, Bethlehemweg 2, 6222 BM Maastricht, The NetherlandsAcademy for Games, and Media, Breda University of Applied Sciences, Mgr. Hopmansstraat 1, 4817 JT Breda, The NetherlandsAcademy for Hotel and Facility, Breda University of Applied Sciences, Mgr. Hopmansstraat 2, 4817 JS Breda, The NetherlandsIn this study, we test the immersive character in an interactive content narrative developed for Microsoft HoloLens 2 mixed reality glasses in the dining context. We use retrospective think aloud protocol (RTAP) and galvanic skin response (GSR) to explore different types of immersion that can be created through interactive content narratives. Leaning on the core dimensions of the experience economy, we expand the current understanding on the role of immersion through integration of four immersive experience facilitators. The study revealed that these immersive experience facilitators occur simultaneously and can be enhanced through interactive content narrative design. Perceived novelty and curiosity were identified as key determinants to keep consumers engaged in the immersive experience and engage with the content. The study verifies the use of galvanic skin response in combination with retrospective think aloud protocol as a suitable approach to measure emotional engagement potential in interpreting consumers’ recollection of immersive experiences.https://www.mdpi.com/2304-8158/11/23/3780immersive experienceretrospective think aloud protocolgalvanic skin responsemixed reality |
| spellingShingle | Dai-In Danny Han Malu Boerwinkel Mata Haggis-Burridge Frans Melissen Deconstructing Immersion in the Experience Economy Framework for Immersive Dining Experiences through Mixed Reality Foods immersive experience retrospective think aloud protocol galvanic skin response mixed reality |
| title | Deconstructing Immersion in the Experience Economy Framework for Immersive Dining Experiences through Mixed Reality |
| title_full | Deconstructing Immersion in the Experience Economy Framework for Immersive Dining Experiences through Mixed Reality |
| title_fullStr | Deconstructing Immersion in the Experience Economy Framework for Immersive Dining Experiences through Mixed Reality |
| title_full_unstemmed | Deconstructing Immersion in the Experience Economy Framework for Immersive Dining Experiences through Mixed Reality |
| title_short | Deconstructing Immersion in the Experience Economy Framework for Immersive Dining Experiences through Mixed Reality |
| title_sort | deconstructing immersion in the experience economy framework for immersive dining experiences through mixed reality |
| topic | immersive experience retrospective think aloud protocol galvanic skin response mixed reality |
| url | https://www.mdpi.com/2304-8158/11/23/3780 |
| work_keys_str_mv | AT daiindannyhan deconstructingimmersionintheexperienceeconomyframeworkforimmersivediningexperiencesthroughmixedreality AT maluboerwinkel deconstructingimmersionintheexperienceeconomyframeworkforimmersivediningexperiencesthroughmixedreality AT matahaggisburridge deconstructingimmersionintheexperienceeconomyframeworkforimmersivediningexperiencesthroughmixedreality AT fransmelissen deconstructingimmersionintheexperienceeconomyframeworkforimmersivediningexperiencesthroughmixedreality |