Since the late 20th century, with the wave of globalization and the global push for policies, the cultural industry has progressively taken center stage. Within this trend, people have begun to pay attention to their own land, contemplating how to unearth the unique local culture and ensure its continuation amid the evolution of time. Despite Taiwan's recent efforts to promote a renaissance of local culture, Guishanhou St. in Taoyuan's Guishan District, with its rich historical and cultural treasures, remains somewhat overlooked. Traditional marketing methods and communication with consumers have been relatively simple and indirect. With the rise of social media and the impact of the COVID-19 pandemic, there has been a shift in the lifestyle of the public. The focus on information has gradually transitioned from offline to online platforms. Today, brands effectively establish a close connection with consumers by leveraging marketing technology. This study, through a case study approach, aims to understand the manipulation model of incorporating Augmented Reality (AR) into local design promotion. By utilizing the characteristics of AR, which enhance the user's storytelling experience in real environments, the research integrates the design of AR cultural activities in Guishanhou St., Taoyuan. The results indicate that, through the participation of the younger demographic in a series of AR activities designed for Guishanhou St., there is an increased understanding of the historical and cultural development of the street. This, indirectly, contributes to the promotion of local regeneration and the sustainable development of culture.

Authors:
Ching-Jung Fang, Ming Chuan University, Taiwan

About the Presenter(s)
Dr Ching-Jung Fang is a University Associate Professor/Senior Lecturer at Ming Chuan University in Taiwan

See this presentation on the full schedule – Thursday Schedule

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