VR in promotion of territory in the New Normal: empirical and research approaches in the times of crisis

In the New Normal, the most sought-after tools for territory promotion are digital and immersive, and closely intertwined with virtual reality technologies. This research centers on VR projects in Switzerland and Russia, two countries representing contrasting situations in the current tourist and promotion of territory landscape of 2023. The findings of the prior research on the incorporation of immersive VR technology in territory promotion in Switzerland with analogous research conducted in Russia are compared. By examining both theoretical and empirical data, including data analysis and semi-structured interviews with VR project managers in Switzerland and owners/managers in Russia, differences between Switzerland and Russia are identified. A spreading value-centered qualitative approach in Englishand French-language scientific discourse on VR-driven territory promotion is connected with cultural heritage and sustainable consumption and is novel for Russia. Conceptual frameworks in this scientific field are still in their early stages. In Switzerland, the VR projects are more complex and are used as a part of territory and corporate promotion, despite the not value-centered, but economic motivation. In Russia, VR is viewed as the next stage in the evolution of travel viewing and recreation, and it serves as an advertising tool to attract travelers to territory attractions. The ideas of VR-tours are connected with the past, and historical and cultural heritage. The best projects demonstrate the feasibility of combining on-site visits, VR, and sustainability awareness. VR-project in this case is the instrument of saving today’s territory images and brands, and involve audience in active sustainable consumption.