Page 170 - Kaleidoscope Academic Conference Proceedings 2020

2020 ITU Kaleidoscope Academic Conference

Which feature in the app is Exploring the Estate
most important to you?

Do you have any Include a commercial
suggestions for component - selling wine
improvement? through the app.

The application was only evaluated by the client and their
Figure 7– Winemaker explaining the winemaking process
partners. Table 1 summarizes the positive feedback received
on the evaluation. However, more evaluation will be
conducted on the updated version of the app to get a sense of
what the consumers and potential users feel about the app.

5. CONCLUSION AND FUTURE RESEARCH

This study has demonstrated the potential and benefits of
using immersive technologies to showcase wine farms.
While many farms generally have a basic website detailing
what they offer, there is limited development in the form of
an immersive experience to promote visibility and an
exciting ride around the farm environment. This research
Figure 8 – Top three wines selection screen presents a case study of a real-life deployment for a wine
farm within the Western Cape province of South Africa,
Table 1 – Summary of client’s feedback using immersive technologies as a marketing tool. The
application provides a virtual walk-through of the vineyards
Question Client Feedback (lookout point), the lodge, the community garden, the
conference facilities as well as the cellar. The client
representing the wine farm was pleased with the results of
Considering your complete Yes (100%) the application as seen in Table 1. Through the case study,
experience with the we have managed to introduce AVR technologies and
immersive application, systems as a viable method to advertise wine farm offerings
would you recommend it and promote products produced by the farm. New and
existing farmers in the agricultural sector can benefit from
to a friend or colleague? using immersive technologies to enhance their marketing
strategies, especially in response to the challenges faced due
to the Coronavirus pandemic, amongst others.
What feature(s) do you like I love the fact that the
most in the app? entire Estate can be Future research needs to leverage lightweight applications
explored and that it that will consider integrative technologies such as IoT,
showcases the impressive blockchain, and machine-learning technologies for
sustainable agriculture and farm marketing. This will further
visual beauty. It brings help to quantify and monitor agriculture in new ways that can
winemaker interaction lead to massive cost reductions and improvements in yield
right into your home, and other key factors in the farming sector.
which is brilliant!
ACKNOWLEDGMENTS
How easy is the app to Quite easy The authors formally thank the Department of Agriculture,
use? Western Cape, South Africa, and L'Avenir, Stellenbosch for
their support and selfless response during the experimental
Which feature in the app is No responses yet for this phases of this research.
the least important to you? question.

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