Designing immersive 360º visual experiences in iconic tourist sites: an entrepreneurial project

Abstract

Tourism, as one of the world’s most dynamic and rapidly evolving industries, has been significantly influenced by technological advancements and digital innovation (Kyrpa, 2016). In recent years, immersive visual experiences have emerged as a key trend, transforming how tourists capture, share, and relive their journeys. This Master’s Project explores the entrepreneurial potential of integrating 360º visual technology into iconic tourist destinations, offering a novel service that aligns with modern travellers’ expectations and market trends. The primary objective of this work is to develop a comprehensive business plan for Selfie 360, an entrepreneurial project focused on designing immersive 360º visual experiences. Building on the increasing popularity of 360-degree photo and video technology, the business aims to provide mobile 360-degree photo booths at iconic locations in Porto, taking advantage of the city’s cultural and scenic appeal. The core concept of the business revolves around strategically placing 360-degree photo booths at popular attractions and landmarks to enable tourists to create high-quality, dynamic, and shareable content. The service will offer tech-savvy travellers who value innovative and unique ways to document their journeys an opportunity to personalise their experiences and generate visually appealing content optimised for social media. This project is also posited to also have broader implications for the tourism industry, encompassing the creation of new business opportunities, offering tourists unique and shareable experiences, fostering visitor engagement, and positively impacting the image and popularity of destinations. By aligning with contemporary trends in experiential (‘Instagrammable’) tourism and social media-driven storytelling, Selfie 360 addresses a gap in the experiential tourism market. The theoretical foundation of this project is built upon studies in tourism experience, visual media, and entrepreneurship in the digital era. Research on visual media and tourism highlights the importance of photography and video content in shaping travellers’ perceptions, influencing destination marketing, and enhancing the visitor experience (Jimura & Lee, 2020). The growing influence of social media on travel decisions underscores the relevance of shareable and engaging digital content in contemporary tourism (Xiang & Gretzel, 2010). Additionally, immersive media and tourism innovation studies indicate that interactive and technology-driven experiences significantly impact visitor engagement and satisfaction (Neuhofer, Buhalis, & Ladkin, 2014). Moreover, this project is grounded in entrepreneurship literature, particularly concerning start-up business models and strategic planning in the tourism sector.