A Study on the Integration of AR and Communication Design in Promoting Taiwan’s Local Culture


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 Street 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 Street, Taoyuan. The results indicate that, through the participation of the younger demographic in a series of AR activities designed for Guishanhou Street, 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.

Author Information
Ching-Jung Fang, Ming Chuan University, Taiwan

Paper Information
Conference: ACEID2024
Stream: Innovation & Technology

This paper is part of the ACEID2024 Conference Proceedings (View)
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To cite this article:
Fang C. (2024) A Study on the Integration of AR and Communication Design in Promoting Taiwan’s Local Culture ISSN: 2189-101X – The Asian Conference on Education & International Development 2024 Official Conference Proceedings https://doi.org/10.22492/issn.2189-101X.2024.39
To link to this article: https://doi.org/10.22492/issn.2189-101X.2024.39

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