سمات الجدة لإعلانات الواقع المعزز التفاعلية وأثرها علي تحفيز ارتباط المستخدم (دراسة علي الإعلان السياحي المصري)

نوع المستند : المقالة الأصلية

المؤلف

فنون تطبيقية جامعة بنها

المستخلص

أضافت سمات العصرية والتقدم التکنولوجي والظروف الإقتصادية تحديات جديدة لعالم الإعلان والترويج السياحي. و طبقاً للعصر الذکي الحالي وما له من سمات خاصة تتطلب التطور التقني في عرض الأفکار الإعلانية السياحية الجذابة حتي تتسم الحملات الإعلانية السياحية المصرية التفرد والإختلاف. فأصبح من الضرورة البحث عن طريقة تفاعلية فعالة لإنشاء علاقة وطيدة مع المستخدمين المحتملين لهدف تحفيز المستخدم المحتمل ولجعله طرف أصيل مشارک بحواسه في العملية الإعلانية لتوطيد علاقته بالإعلان وبالتالي بالخدمة السياحية وتحقيق عناصر الجذب والإرتباط. وطبقاً لتطور خواص تقنية الواقع المعزز التفاعلية ومميزاتها المتفردة في خلق بيئة مدمجة تخترق الحدود المکانية والزمانية حيث تمکن المصمم الإعلاني من تجسيد العوالم السياحية بکل دقة بالإضافة للعديد من الصفات المميزة کالتفاعلية والجودة والإبهار وغيرها مما يساعد علي غمس المستخدم بالتجربة الإعلانية. لذا تناول البحث هذه التقنية کأحد الحلول الإعلانية السياحية المبهرة التي تساهد في تجسيد الواقع السياحي المصري بشکل فعال للمستخدمين. وإتبعت هذه الدراسة المنهج التجريبي مستخدمة تجربتين إعلانيتين (تجربة الواقع المعزز في مقابلة الإعلانات التقليدية) لإختبار فرضيتين، أولاً: نختبر عملياً قدرة الدمج التفاعلي للواقع المعزز للإعلان السياحي بالهاتف الذکي علي إرتفاع معدلات إرتباط المستخدم من خلال إستخدام تقنية الواقع المعزز في تصميم الإعلان السياحي التفاعلي في مقابلة الإعلان التقليدي ، ثانياً: تحديد تأثير التجربة الإعلانية السياحية المعززة علي تعزيز مبدأ الجدة، وإفترضت الدراسة: أن الدمج التفاعلي لتقنية الواقع المعزز للإعلان السياحي بإستخدام الهاتف الذکي يؤدي إلي مستويات أعلي لإرتباط المستخدم، وأن تأثير التجربة الإعلانية السياحية المعززة تعزز من مبدأ الجدة. وأشارت نتائج الدراسة الإحصائية إلي فعالية تقنية الواقع المعزز في الإعلان السياحي بالهاتف الذکي علي إرتفاع معدلات إرتباط المستخدم في مقابلة للإعلان التقليدي علاوة علي قدرتها الفعالة علي تعزيز مبدأ الجدة.

الكلمات الرئيسية

الموضوعات الرئيسية


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