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This study examines the role of Virtual Reality (VR) in tourism marketing, analyzing its psychological effects, demographic differences and factors influencing adoption. It seeks to identify and measure the main drivers and obstacles to VR acceptance, improving predictions of adoption trends in tourism planning and experiences across various demographics.

This study employs a quantitative method, blending statistical analysis with Grey System Theory. It analyzes data from VR-experienced participants using ANOVA, regression models and dynamic grey relational analysis to produce actionable insights. Data were collected from July to September 2023 from participants experienced with VR in tourism.

User engagement, positive word-of-mouth and a desire for immersive experiences drive VR acceptance, especially among frequent travelers and tech enthusiasts. While VR can enhance trip enjoyment, its long-term impact varies. To increase VR adoption in tourism, strategies include targeting frequent travelers and online users, creating accessible and engaging content, leveraging positive feedback and partnering with influencers to develop interactive VR experiences that mitigate travel planning uncertainties and attract specific user groups.

The study demonstrates how VR can expand access to tourism for those unable to travel, enhance engagement and streamline planning. By leveraging VR in marketing, providers can create immersive, targeted content, reduce uncertainties, attract tech-savvy travelers and boost appeal through influencer partnerships.

This study pioneers the integration of Grey System Theory with traditional statistical methods to elucidate the dynamics of VR adoption in tourism. By uniquely combining ANOVA, regression models and dynamic grey relational analysis, it offers a precise model to interpret complex data, highlighting the nuanced effects of demographic factors on technology acceptance. This approach not only advances the analytical frameworks in tourism marketing but also provides critical insights into the demographic and psychological drivers of VR adoption.

The purpose of this paper is to address a project for lighting an old town in Italy. Its originality lies in the holistic approach that aims to fulfil several objectives. One is to reduce energy consumption by using efficient lamps and advanced control systems; the second one is to make the network viable and useful for many purposes by integrating ICT devices; the third one is to provide a new identity to the older part of the city by using new technologies and design concepts; while the last one is to ensure street and pedestrian safety according to codes and standards.

The plan of the city of Bagheria and the stock of luminaires of the city are analysed. A multidisciplinary approach has been adopted in order to: analyse the existing lighting infrastructure highlighting critical areas; design a new displacement and select typologies of luminaries able to provide proper light quality and distribution; propose an aesthetic solution and technical design for relevant historical building; and to include in the design process the concept of a new multifunctional pole. Together with an analysis of social benefits, an assessment of economic costs and benefits are discussed.

The project allows good energy savings, meets the standard requirements and gives a relevant and strategic improvement in social and environmental management of the city.

The work provides an example of integrated design of street lighting infrastructures for urban renovation in old cities in degraded environments.