Julia Wirth

Julia Wirth is an Associate Professor at HES-SO's Haute Ecole Arc, focusing on experiential marketing, territorial marketing, and digital media. She holds a BSc in Economic Law and an MSc in Business Administration with a specialization in intercultural management and Russian/Chinese communication. Her research emphasizes virtual reality (VR) in tourism and destination branding, particularly in Switzerland and Russia, exploring topics like sustainable consumption, hybrid immersive experiences, and eye-tracking analysis for marketing effectiveness.

• Education: BSc HES-SO in Economic Law; MSc HES-SO in Business Administration
• Key Research Areas: VR in territorial promotion, 4D storytelling, mediatization shifts, and cultural values in branding

Her work bridges theoretical frameworks and empirical studies, addressing challenges in digitalization and sustainability. Notable projects include analyzing VR's role in tourism management and evaluating 360° video's impact on consumer engagement.

• Awards: None explicitly listed
• Grants/Projects: Research collaborations with institutions in Russia and Switzerland, including studies on cultural heritage and sustainable tourism

She contributes to academic conferences and journals, focusing on innovative marketing tools and their managerial implications in cultural and tourism sectors.