沉浸式旅游体验

This study provides novel insights into immersive tourism experiences by analyzing the game-like qualities of tours. It introduces and measures new concepts of Tour Game-Likeness and a corresponding index to quantify the extent to which a tour resembles an ideal game. It identifies nine game-like components in tours and explores how the degree of game-likeness influences immersive tourism experience, while also examining the moderating effects of past travel experience and arousal need, drawing on gamification and arousal theories. These relationships were compared among three types of tours with three distinct gamification modes. Results reveal that these relationships vary across different tour types, highlighting that Tour Game-Likeness, visitors’ arousal needs, and a tour’s gamification mode collectively influence visitors’ immersive tourism experience. Tours can be gamified by incorporating game-like components, and, depending on visitors’ arousal needs, tour designers can employ either active or passive gamification strategies to enhance visitors’ immersive tourism experiences.

The article explores current trends in the development of global tourism, with a particular focus on leading tourist destinations that set global standards in service quality, digitalization, marketing, and sustainable development. The geographical structure of international tourism is analyzed according to the UNWTO classification, which identifies five main global tourism regions: Europe, the Asia-Pacific region, the Americas, the Middle East, and Africa. Special attention is given to the TOP-5 global tourism leaders – France, Spain, the United States, China, and Turkey – which demonstrate the most dynamic models of tourism resource utilization in combination with innovative management approaches.A particular focus is placed on the experience of France as a destination that actively implements immersive tourism as a new tool for engaging visitors. It is proven that the success of the French tourism model is ensured by the work of the national agency Atout France, which integrates strategic promotion of the country’s brand, support for TravelTech startups, development of the creative sector, and organization of major events. Examples of immersive tourism such as Les Bassins de Lumières, Le Puy du Fou, and Dôme des Invalides are examined as illustrations of the shift from passive observation to active emotional experience. It is demonstrated that immersive tourism is becoming a significant factor of destination competitiveness, especially for the new generation of tourists who seek authenticity, digital interaction, and cultural depth. The article also analyzes key success factors of tourist destinations, including infrastructure, cultural heritage, safety, digitalization, branding, and environmental responsibility. It is concluded that the integration of these elements with the development of immersive tourism provides destinations with a new level of attractiveness, resilience, and global recognition – particularly relevant in the face of emerging challenges such as overtourism, climate risks, labor shortages, and geopolitical instability.

This study explores the relationship between digital tourism marketing, immersive tourism, and the metaverse in the context of bleisure travelers visiting Batu Tourism City. By understanding how digital marketing can facilitate immersive tourism experiences, this study is expected to offer assistance to stakeholders in the tourism industry in designing more effective marketing strategies. The rapid development of technology and the increasing dependence of consumers on technology when selecting tourist destinations heighten this relevance. This research is an exploratory study that uses a quantitative approach to explore the relationship between several variables in the context of tourism. The two independent variables analyzed are immersive tourism and metaverse experience. In addition, there is one mediating variable, namely tourism digital marketing, and one dependent variable, namely bleisure. Results from the study showed that immersive tourism and metaverse experiences have a strong effect on digital tourism marketing, and that metaverse experiences directly improve bleisure behavior. Additionally, digital tourism marketing serves as a vital mediator between metaverse experiences and bleisure behavior. Therefore tourism in Batu needs to integrate digital technologies such as the metaverse and AR/VR to enhance global competitiveness and tourist attraction.

Against the backdrop of the high-quality development of culture and tourism, immersive tourism, as a new business format that breaks the traditional tourism model and promotes the in-depth integration of culture and tourism, is driven by policy guidance, technological iteration, market demand, and industrial upgrading. This paper sorts out the development status and typical models (technology-driven, culture-empowered, and interactive participation-based) of immersive tourism scenic spot formats, analyzes their core driving factors, and explores four major future development trends: cultural immersion shifting from "form imitation" to "spiritual resonance", technological application transforming from "technology accumulation" to "experience service", business format integration expanding from "single project" to "holistic immersion", and experience value upgrading from "entertainment consumption" to "cultural identity". Meanwhile, combined with cases such as "Twelve Hours in Chang'an", it analyzes the challenges in the development of the business format and corresponding countermeasures. The research shows that the immersive tourism scenic spot format is an important path for the high-quality development of culture and tourism. Its development requires balancing the cultural core and technological application, which provides directions and references for the transformation and upgrading of scenic spots.

Background and Aim: In immersive tourism, enhancing tourists’ engagement and satisfaction is essential for fostering sustainable destination development. However, empirical evidence on how immersive experiences shape tourists’ psychological responses remains limited. This study investigates the effects of tourists' engagement on revisit intention, with a particular focus on the mediating role of satisfaction. The research was conducted at Pingtan Island, China, where immersive technologies are integrated into the tourism experience. Materials and Methods: A quantitative research design was employed. Data were collected through a structured questionnaire from 401 onsite tourists using convenience sampling. Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA) were used to examine the relationships among tourists’ engagement, satisfaction, and revisit intention. Model fit indices (CFI = 0.962, RMSEA = 0.045) confirmed a satisfactory model, with revisit intention explained at 63%. Results: The findings reveal that tourists' engagement significantly influences both satisfaction and revisit intention. Furthermore, satisfaction was found to mediate the relationship between engagement and revisit intention, indicating a strong psychological mechanism in immersive tourism contexts. Conclusion: This study highlights the pivotal role of immersive engagement in driving tourists’ behavioral intentions. The mediating role of satisfaction provides valuable insights for tourism stakeholders aiming to enhance revisit behavior through immersive digital experiences.

The sustainable development of tourism is a critical issue, and immersive tourism has emerged as a key market trend that significantly contributes to this goal. Experiencescape, a vital component of immersive tourism, plays a crucial role in shaping tourists’ experience and promoting sustainability within the tourism industry. Taking Chang’an Twelve Hours Theme Block as the research object, this paper investigates the composition and impact of immersive tourism experiencescape by utilizing grounded theory and hierarchical regression analysis on data derived from online reviews and tourist surveys. The findings reveal that immersive tourism experiencescape is divided into two main categories: physical and interpersonal. The physical experiencescape consists of three dimensions: functional facilities, thematic atmosphere, and basic environment. The interpersonal experiencescape, on the other hand, includes tourism performances, host-guest interaction, and personal service. The study demonstrates that immersive tourism experiencescape exerts a significant positive influence on tourists’ behavioral intentions, with emotional experience serving as a partial mediator in this relationship. These insights offer valuable theoretical and practical implications. They provide a perspective for enhancing the sustainability of tourism by improving the quality of immersive experiences.

: Digital technology empowerment will become an important direction to promote the high-quality development of the cultural and tourism industry at present and in the future. Immersive tourism is a form of tourism that combines digital technology and creativity by creatively reshaping cultural resources to provide full-sensory interactive experiences that enable visitors to deeply engage and enjoy unique travel experiences. This paper takes tourists who have experienced immersive tourism and potential immersive tourists who know about immersive tourism as the research objects. Based on the theory of planned behavior, this paper introduces the variable of appeal of immersive tourism, and studies the influencing factors of behavioral intention of immersive tourism through hierarchical regression. The results suggest: (1) Consumers' attitudes, subjective norms and perceptual behavioral control have significant positive effects on immersive travel intention. The predictive power of the three factors on the intention of immersive travel is 46.9%, and the influence of attitude, perceived behavior control and subjective norms on the intention decreases successively. (2)The appeal of immersive tourism has a significant positive impact on immersive tourism intention. Appeal can explain 8.1% of travel intention.

The development of forms of Russian-Chinese relations is a managerial task for specialists in creative industries and educational institutions. Student project exchange for the development of university ties allows you to deepen relationships based on the development of competencies in the field of creative industries. The object of this research is a student Russian-Chinese project exchange in the field of creative industries, the subject is the development of a startup idea in a particular region, with the aim of mastering and developing competencies using immersive tourism tools. The purpose of the study: to create a startup idea as an integral part of student Russian-Chinese project exchanges in the field of creative industries, with the development of creative industries competencies among students (using the example of the Republic of Tatarstan, Tatar culture). Research methods: analysis, synthesis, classification, use of B.Bloom's taxonomy. The result of the research is: the development of the idea of a startup student project exchange in relation to the Republic of Tatarstan, attractive: in the form of mastering competencies (virtual, immersive formats); for students of Chinese and Russian universities; the application of B.Bloom's taxonomy to the development of creative industries competencies, where the target descriptors of educational cycles («to know», «to be able», «to own») are presented (in a theoretical aspect) in relation to fourteen online materials (courses) from the Russian side of the cycle (for teaching Chinese students) and nineteen from the Chinese side the parties.

Purpose Metaverse technology is of interest to researchers and practitioners in tourism and hospitality. The metaverse offers tourists the capacity to enjoy unprecedented tourism experiences. These opportunities may radically change the tourism and hospitality landscape. This study aims to examine how metaverse experiences affect tourists' cognitive processing, satisfaction and loyalty toward metaverse tourism using the stimulus-organism-response paradigm and cognitive experiential self-theory. Design/methodology/approach An online survey was undertaken to gather information from 329 respondents who were frequent users of different metaverse applications to meet the study's objectives. Data were evaluated through partial least squares structural equation modelling. Findings The findings revealed that metaverse experiences, such as immersion, escapism and enjoyment, had a significant positive impact on metaverse organismic experience. Additionally, metaverse cognitive processing positively influenced metaverse tourist responses, including satisfaction and loyalty, with tourist involvement acting as a moderator. Originality/value This study provides guidelines for metaverse developers and travel industry professionals to encourage visitor satisfaction and loyalty to metaverse tourism.

Purpose The purpose of this paper is to explore user engagement (UE) within the Metaverse (MV) environment, emphasising the crucial role of immersive experiences (IEs). This study aims to understand how IEs influence UE and the mediating effects of hedonic value (HV) and utilitarian value (UV) on this relationship. Additionally, the authors examine the moderating impacts of user perceptions (UPs) such as headset comfort, simulation sickness, prior knowledge and ease of use on the utilisation of the MV. This study seeks to elucidate the dynamics of virtual travel at a pre-experience stage, enhancing the comprehension of how digital platforms can revolutionise UE in travel and tourism. Design/methodology/approach This study used a triangulation methodology to provide a thorough investigation into the factors influencing UE in the MV. A systematic literature review (SLR) was conducted to frame the research context and identify relevant variables. To gather empirical data, 25 interviews were performed with active MV users, supplemented by a survey distributed to 118 participants. The data collected was analysed using structural equation modelling (SEM) to test the hypothesised relationships between IEs, UPs, HV and UV and their combined effect on UE within the MV. Findings The findings from the SEM indicate that engaging in the MV leads to a positive IE, which significantly enhances UE. Additionally, it was discovered that HV and UV play a mediating role in strengthening the link between IEs and UE. Furthermore, UPs, including headset comfort, simulation sickness, prior knowledge and ease of use, are significant moderators in the relationship between IEs and MV usage. These insights provide a nuanced understanding of the variables that contribute to and enhance UE in virtual environments. Originality/value This research contributes original insights into the burgeoning field of digital tourism by focusing on the MV, a rapidly evolving platform. It addresses the gap in the existing literature by delineating the complex interplay between IEs, UPs and value constructs within the MV. By using a mixed-method approach and advanced statistical analysis, this study provides a comprehensive model of UE specific to virtual travel platforms. The findings are particularly valuable for developers and marketers in the hospitality and tourism sectors seeking to capitalise on digital transformation and enhance UE through immersive technologies.

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This study employs insights from positive psychology to examine how virtual reality (VR) antecedents influence the flow state in cultural and heritage tourism to enhance customer engagement and visit intention. The study examines unobserved heterogeneity using PLS‐SEM and FIMIX‐PLS through purposive sampling. Findings underscore the significance of emotionally arousing and authentic content in virtual tourism for cultural and heritage destinations, fostering immersive experiences through positive psychology principles. The study highlights diverse perspectives on VR's impact on flow, engagement, and visit intention. Engaging VR visuals and realistic experiences grounded in positive psychology can evoke positive emotions and encourage repeat visits. The research offers strategies for marketers to deepen engagement and understand positive psychological outcomes using VR. Theoretically, it strengthens positive psychology by emphasizing the role of flow and engagement in enriching virtual tourism experiences.

ABSTRACT As interest in immersive tourism grows, it remains to be seen how destinations can create an immersive night tourism experience (INTE) through strategic sensory stimuli. Using a mixed method approach, this study innovatively explores how tourists’ multi-sensory experiences stimulate emotions and influence the INTE. The results from structural equation modelling revealed that multi-sensory experiences, emotional involvement, and feelings of delight, had positive impacts on the INTE, and results from fuzzy-set qualitative comparative analysis (Fs/QCA) further uncovered several combined paths that led to an INTE. These fresh insights offer implications for destinations that wish to improve the night tourism experience.

Digital transformation is reshaping business strategies and driving innovation across various industries including Cultural Heritage (CH) and tourism. Digital technologies, such as eXtended Reality (XR) and the Internet of Things (IoT), are increasingly being adopted to enhance visitors’ experiences, foster interactive engagement, and promote cultural knowledge. Despite the growing number of digital solutions proposed in the CH sector, several challenges remain in differentiating digital products and services, including matching industry needs and user expectations. This aspect is of particular interest when dealing with small and medium enterprises (SMEs), which often suffer from limited resources. Therefore, to design an effective digital solution, like a cloud-based platform for tourism and heritage applications, it is essential to first identify the key requirements, expectations, and preferences of SMEs and customers. This study presents the findings of a survey-based analysis conducted among 122 CH and tourism professionals, focusing on the most relevant features, services, and functionalities that such platforms should integrate. Results indicate a strong demand for cloud-based solutions that incorporate XR, IoT, sensors, and smart devices to collect context data and deliver personalized, immersive, and context-aware experiences. These insights suggest valuable practices for the development of digital tools that effectively support cultural organizations in engaging visitors.

Purpose As virtual reality (VR) technology continues to advance, its potential impacts and applications on the tourism industry become increasingly significant. This study aims to deepen the understanding of VR’s role in influencing tourists’ attitudes and sustainable VR tourism intention. This study also seeks to compare the effectiveness of VR CAVE versus desktop VR. Design/methodology/approach Data was gathered through two methods. One group of participants was invited to a laboratory equipped with VR CAVE, and another group of respondents was recruited from an online panel to test the effectiveness of using desktop VR. Data was analyzed using SmartPLS 4.0 for path significance and group differences. Findings The findings revealed that the perceived values of the VR experience significantly influenced VR immersion, including presence and flow. VR immersion subsequently influenced attitudes toward destinations, attitudes toward VR tourism and sustainable VR tourism intentions. The results of multigroup analysis indicated minor differences between both VR system setups. Originality/value These findings advance the understanding of VR’s influence on tourists’ attitudes and sustainable VR tourism intentions. Notably, the study highlights the efficacy of cost-effective VR setups in effectively shaping tourists’ attitudes and motivating sustainable VR tourism intentions.

This research examines the attention, imagery, and emotions to understand tourist’s immersive experiences in tourism performing arts through transportation theory. Immersive tourism performances have experienced tremendous growth in Mainland China and become a key attraction in many tourist destinations. Despite the prevalence of tourism performing arts (TPA), research on immersive experiences within this context is scarce. Existing literature on TPA experiences has either considered other experiential concepts or focused solely on a single facet of immersive experiences. This research seeks to theoretically and empirically investigate the elements and processes of tourists’ immersive experiences in TPA, grounded in transportation theory. This study develops a comprehensive model encompassing focused immersion, transportation, and emotional engagement, as well as their antecedents and consequences. Partially least squares structural equation modeling (PLS-SEM) was used to look at data from 329 participants and judge this model. The results reveal that immersive experience is a structured, gradual process progressing from cognitive to imagery and finally to the emotional stage: focused immersion first leads to transportation, which in turn results in emotional engagement. Additionally, the findings indicate that individuals’ immersive tendencies positively and significantly influence their immersive experiences, which subsequently acts as a powerful predictor of satisfaction. Based on these results, industry practitioners are advised to design products that are attention-seeking, imaginative, and emotionally engaging.

The emergence of immersive technology has revolutionized the traditional tourism model, making it crucial to explore how virtual tourism can promote real tourism. This study examines the tourism of China’s Grand Canal, employing the Technology Acceptance Model and cultural memory theory. The study collected 391 valid questionnaires from China and utilized PLS-SEM to confirm that technology acceptance and cultural memory positively influence virtual tourism attitude, real tourism attitude, and subsequently real tourism intention. Furthermore, fsQCA reinforces these findings and suggests six configurations for enhancing real tourism intention. These findings enable innovative strategies to leverage virtual tourism for promoting real tourism in the industry.

Immersive technologies are at a crossroads, with many actors pondering their adoption. The cultural and tourism industries are particularly impacted, facing significant pressure to make decisions that could shape their future landscapes. Stakeholders’ perceptions play a crucial role in this process, influencing the speed and extent of technology adoption. As immersive technologies promise to revolutionize experiences, stakeholders in these sectors need to evaluate the benefits and challenges of embracing such innovations. The current choices will likely determine the trajectory of cultural preservation and tourism enhancement, potentially transforming how we engage with history, art, and travel. Starting from a decomposition of stakeholders’ perceptions into principal components using Q-methodology, this article employs an evolutionary game model to forecast the possible scenarios and high light potential decision-making trajectories. The proposed approach highlights how evolutionary dynamics identify a dominant strategy that emerges in the long-term. JEL classification numbers: L82, R58, Z11. Keywords: Creativity, cities network, enabling environment.

This study aims to explain and provide directions for non-immersive Virtual Reality (niVR) applications as a viable substitute for immersive VR technology, which is costly and challenging to integrate in the tourism sector. Participants’ thoughts on the niVR application Arte Visual Gallery were solicited through mixed methods. To obtain detailed insights from respondents, thematic analysis was used to evaluate qualitative research. While structural equation modeling was used to examine quantitative research to provide a more comprehensive and better causal predictive analysis. Most participants in the qualitative and quantitative studies agreed that niVR has a point value of being both enjoyable and useful. niVR developers can boost user satisfaction and revisit virtual museum intention by enhancing a few technological aspects. In addition, multi-group analysis reveals no discernible gender variations in user perception, indicating that niVR can be designed for a wide range of user groups. This study offers valuable insights for niVR application developers looking to enhance user experience through technological means, such as enhanced graphics and extra control capabilities, and company owners’ continuous efforts to increase niVR adoption. By adapting the Innovative Resistance Theory and Technology Adoption Model, which examines problems from the functional and psychological sides of actual niVR applications, this study employs a mixed-methods approach, which has not been the focus of many earlier studies.

: Tourism has entered a new era with the advent of the Metaverse, leading to the emergence of a concept known as Metaverse Tourism. Metaverse tourism offers a new dimension to traveling, enabling virtual 3Sixty tours. However, ease of access presents its own challenges when it comes to Accessible Tourism, where tourism should be enjoyable for everyone, including those with limited mobility such as people with disabilities and the elderly. Banyak Island, a collection of islands located in Aceh Singkil Regency, Aceh, is one of the renowned tourist destinations in Aceh due to its natural beauty. It is approximately a 3-4 hour drive from the Aceh Singkil Port crossing. Unfortunately, the beauty of this tourist area is not easily accessible to tourists due to limited access to the location. Immersive Technology, which is closely related to the Metaverse, can bridge this gap by combining the real world with the virtual world in real-time. Mixed Reality (MR) technology can provide a virtual 3D representation 3Sixty of real objects embedded in the physical environment to its users. The urgency of this research lies in developing the MR Application of Banyak Island Aceh, which is expected to be a gateway to Metaverse Tourism. This would allow more people to discover the natural potential of Banyak Island Aceh and could serve as a means to improve the community's economy. The objective of this research is to implement accessibility tourism on Banyak Island Aceh, allowing anyone to virtually visit the island in 3D, including people with limited mobility, without worrying about travel routes and safety during the journey. This study follows the MDLC (Multimedia Development Life Cycle) methodology.

With the rise of the experience economy, immersive experience design has increasingly become a key strategy for enhancing visitor satisfaction and destination appeal in marine cultural tourism. This study takes four representative institutions—the Korea National Maritime Museum, Singapore SEA Aquarium, Chimelong Ocean Kingdom in Zhuhai, China, and Osaka Aquarium Kaiyukan in Japan—as case studies. By examining four dimensions—sensory experience, spatial experience, interactive experience, and entertainment experience—this research applies the KANO model to classify and analyze the demand for immersive design in the context of marine cultural tourism. Through an online questionnaire survey, the study identifies tourists’ levels of attention to features such as multimedia audiovisual systems and simulation-based control experiences. The results categorize the design elements into must-be attributes, one-dimensional attributes, attractive attributes, and indifferent attributes, and rank all factors according to their importance. The research findings indicate that multimedia audiovisual systems, marine sound effects, thematic spatial design, and age-inclusive adaptability are essential elements in immersive experience design; deep engagement programs, interactive games, and immersive performances are categorized as expected attributes; whereas simulation-based control experiences, smart guiding technologies, and layered spatial design represent attractive attributes that enhance tourists’ sense of immersion and satisfaction. The findings provide a quantitative and practical foundation for optimizing immersive experience design in marine cultural tourism environments.

With immersive experiences that mimic actual locations, virtual reality (VR) tourism is becoming a disruptive force in the travel sector. Through the analysis of survey data and inferential statistical techniques, this study investigates the innovations, market potential, and difficulties of virtual reality tourism. The results show that there is no reliance on prior knowledge of VR technology and that interest in VR tourism is present across all age groups. The findings show that in order to promote adoption, better marketing plans, content creation, and accessibility upgrades are required. Businesses, legislators, and scholars looking into the future of virtual tourism can all benefit from the study's insightful findings. Keywords: Virtual Reality Tourism, Immersive Technology, Digital Travel, Market Potential, Adoption Challenges

The tourism sector has evolved due to the incorporation of virtual reality (VR) into deeply immersive travel experiences, altering traditional tourism practices and offerings. The study examines how VR tourism affects visitors’ desires, brand truthfulness and travel ease. This study used qualitative methods by engaging fifteen participants in VR travel simulations and participating in semistructured interviews within a controlled environment. Research results indicate that users participating in VR tourism connect deeply with their minds while their dreams of exploration intensify along with reduced traditional travel barriers. The widespread adoption of VR faces significant obstacles due to the diverse preferences of users, high implementation costs, and the limited technological skills of potential travellers. The study demonstrates how virtual reality functions as an expansion pathway for conventional tourism activities, if industry actors can resolve the practical and sensory obstacles linked to its operational deployment.

The purpose of this study is to explore the potential of game mechanics based on immersive technologies (GMBITs), with a focus on the Asian Games Flame, for enhancing tourism’s attractiveness and cultural heritage preservation and promoting the sustainable development of sports event tourism. The authors used an embedded research method to explore the influence of the Asian Games Flame GMBITs on users’ sustainable event tourism behaviours. The autonomy support, reward and connection affordances of the GMBITs enhanced users’ perceived experiences, promoting active and sustainable tourism behaviours, while destination familiarity moderated their gaming and tourism experiences. The research pioneeringly revealed the phenomenon of widespread public participation in large-scale sports events driven by technological integration. This finding offers a novel perspective on the innovative integration of emerging technologies into the tourism sector and provides new ideas and models for the sustainable development of sports events and inclusive participation in large-scale event tourism.

This empirical investigation examines the transformative impact of Virtual Reality (VR) implementations on destination accessibility within China's tourism sector. The research examines the interrelated relationships between VR Experience (VREX) determinants, experiential outcomes, and subsequent Visiting Intention (VIS). The theoretical framework encompasses three fundamental VREX antecedents: Telepresence (TLP), VR Application Quality (VAQ), and Perceived Realism (PREA). This research analyzes the impact of VREX on Perceived Enjoyment (PE) and Perceived Advantage (PAD), and in turn, their impact on VIS. Through purposive sampling methodology, the study gathered responses from 307 individuals actively engaging with VR tourism applications across China. Statistical analysis revealed significant associations between VREX and VIS, with all three antecedents demonstrating substantial influence on VREX formation. The findings establish that VREX has a significant impact on both PE and PAD dimensions. Notably, while PE emerged as a significant determinant of VIS, PAD demonstrated no substantial effect on visit intentions. This investigation advances theoretical discourse in virtual tourism by illuminating the crucial role of immersive technological experiences in destination marketing. For practitioners, these findings suggest prioritizing enjoyment-focused VR designs and investing in technologies that enhance telepresence and realism to influence potential tourists' visit intentions effectively.

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The rapid decline in popularity of film-induced tourism in many domestic cities after initial surges highlights the problem of insufficient experiential quality in related tourism products, severely hindering the sustainable development of urban film-induced tourism. Enhancing the experimental perception of film-induced tourism products is key to their high-quality development. Therefore, this study, from the perspective of tourism experience, empirically tests the mechanism of action between four dimensions constituting the film-induced tourism product experience infrastructure experience, scenic landscape experience, scenic service experience, and tourist participation experience along with satisfaction, on tourist revisit intention, based on 437 valid questionnaires. The results indicate: (1) Some dimensions of the film-induced tourism product experience have a significant positive impact on revisit intention; (2) Tourist experience with film-induced tourism products influences their satisfaction with the film-induced tourism destination; tourist satisfaction has a positive impact on revisit intention. (3) Tourist satisfaction plays a partial mediating effect between the four dimensions of film-induced tourism experience and revisit intention. (4) Using Importance Performance Analysis (IPA), the study explores the discrepancies between tourist expectations and satisfaction regarding experiential items and proposes relevant suggestions for product optimization accordingly. This research reveals the influencing mechanism of tourist revisit intention from the perspective of film-induced tourism product experience, both expanding the existing theoretical framework on film-induced tourism experience and providing guiding suggestions for enhancing tourist revisit intention.

Purpose The purpose of this paper is to analyse the metaverse platform in a social context to better understand the future of this tool in tourism cities and how this can help to improve the well-being of residents in both digital and physical scenarios. Design/methodology/approach In this paper, the current and probable developments in the metaverse, and its use in tourism cities and companies have been investigated. Moreover, this study develops, collects and examines the main metaverse definitions by expert authors and organizations as a methodology to ensure the transparency and credibility of the metaverse analysis. Findings Findings suggest that the fusion of the metaverse and tourism cities must create residents’ services and experiences in the new MetaTourPolis to help interact and connect citizens with the city’s institutions and companies, as well as make tourism cities more attractive, innovative, environmentally friendly and healthier places to live. Metaverse will bring new changes for residents and tourists, in fact, this virtual platform is already changing and improving the residents’ quality of life and people with disabilities in tourism cities. For instance, the metaverse platform has been implemented in Seoul, Santa Monica and Dubai MetaTourPolis to interact with their residents, including people with disabilities, to resolve bureaucratic and administrative problems, avoiding this group and the rest of the residents travelling by bus or car to the city’s institutions. In addition, several metaverse applications based on softbot tutors or metaverse virtual social centres have been developed to improve blind and impaired people, and elderly people’ quality of life, respectively. Originality/value A new concept called “MetaTourPolis” has been included to stage the relationship between tourism cities and the metaverse platform, where the fusion of metaverse and the new tourism polis of the 21st century will be at the service of citizens, tourists and companies, to create more sustainable, efficient, quantitative and environmental tourism cities.

Virtual reality (VR) has emerged as a powerful promotional tool in tourism, providing consumers immersive and engaging experiences. However, its specific impact on the wine tourism sector remains underexamined. This study aims to both investigate and convincingly highlight the promotional influence of VR on the intention to visit wine tourism destinations. By providing an immersive VR experience to 405 participants, our research revealed that the quality of VR experiences is essential for generating consumer satisfaction. More crucially, we found that wine tourists’ satisfaction with VR experiences plays a crucial role in motivating them to visit a destination. Our results not only fill a gap in understanding the impact of VR on wine tourist behaviour but also offer valuable insights for marketing professionals and companies in the sector. This study emphasises the critical need for enjoyable, high-quality and satisfying VR experiences to catalyse the intention to visit. In doing so, we contribute to academic knowledge and provide practical guidance for the industry, highlighting VR's effectiveness as a promotional strategy in wine tourism. This research is not merely an exploration but a compelling defense of VR's transformative influence on wine tourist behaviour.

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Purpose Immersive technologies fully immerse users in augmented environments for interactive experiences. The purpose of this study is to measure consumers’ intention towards experiencing immersive technologies at tourism destinations using an integrated theory of planned behaviour (TPB) and technology acceptance model (TAM) model within the stimulus-organism-response (S-O-R) framework, including motivation (MOT), trust (TR) and perceived risk (PR). Design/methodology/approach The survey data was collected through convenience sampling via an online questionnaire, with a sample size of 487 Indians. Structural equation modelling was conducted using SPSS and AMOS software for data analysis, ensuring a robust examination of the proposed model and its relationships. Findings Virtual interactivity and social interaction influence both attitude and perceived behavioural control. Attitude, perceived behavioural control, perceived usefulness and TR significantly influence intention. However, MOT, PR and perceived ease of use do not exhibit a significant influence on intention. These findings highlight the importance of these variables in shaping consumers’ intention towards experiencing immersive technologies at tourism destinations. Research limitations/implications The findings hold significant implications for various stakeholders, including government agencies, travel firms, content creators and software developers. They can leverage these insights to enhance marketing strategies, develop immersive tourism experiences, innovate in the realm of Web 4.0 and personalize tourism offerings. Originality/value This study offers a distinctive contribution by integrating the S-O-R framework with TPB and TAM, while also incorporating key factors such as MOT, TR and PR. This novel approach provides a fresh perspective on consumer behaviour towards immersive technologies.

Immersive technologies such as Metaverse, AR, and VR are at a crossroads, with many actors pondering their adoption and potential sectors interested in integration. The cultural and tourism industries are particularly impacted, facing significant pressure to make decisions that could shape their future landscapes. Stakeholders' perceptions play a crucial role in this process, influencing the speed and extent of technology adoption. As immersive technologies promise to revolutionize experiences, stakeholders in these fields weigh the benefits and challenges of embracing such innovations. The current choices will likely determine the trajectory of cultural preservation and tourism enhancement, potentially transforming how we engage with history, art, and travel. Starting from a decomposition of stakeholders' perceptions into principal components using Q-methodology, this article employs an evolutionary game model to attempt to map possible scenarios and highlight potential decision-making trajectories. The proposed approach highlights how evolutionary dynamics lead to identifying a dominant long-term strategy that emerges from the complex system of coexistence among various stakeholders.

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PurposeTraditionally, Task–Technology Fit (TTF) theory has been applied to examine the usefulness of technology in the work environment. Can the same approach (based on experience rather than tasks) be applied to non-work, cultural heritage environments? This is the question the authors ask in this study. This study proposes a new variation of TTF based on the experience economy model, namely Experience–Technology Fit (ETF), for the non-work environment, in particular, in the context of cultural heritage, where visitor experience is enhanced by extended reality technology, which combines immersive technologies and artificial intelligence.Design/methodology/approachEmploying a quantitative survey method, the empirical analysis seeks to determine the influence of Mixed Reality (MR) characteristics (interactivity, vividness), Voice User Interface (VUI) characteristics (speech recognition, speech synthesis) and experience economy factors (education, entertainment, esthetic, escape) on satisfaction, revisit intention and actual purchase to propose a new ETF model.FindingsVUI, MR, and experience factors were significantly associated with ETF; when combined with MR-based experience, ETF was significantly associated with satisfaction. This study’s findings further demonstrate the relationship between users' satisfaction when engaging with MR-based experience and revisit intention, while purchase intention was significantly associated with the actual purchase.Originality/valueThe novel contribution of this study is the proposal of the EFT model, a new variation of TTF based on the experience economy model. Overall, this study expands the applications of TTF to an experience-oriented business, thereby broadening the authors’ understanding of technological success with a specific focus on the technology fit of Extended Reality (XR) in the context of cultural heritage.

Nowdays, theme parks are a growingly common travel destination for tourists all over the world. According to Themed Entertainment Association (2016), theme parks provide an experience with a distinctive atmosphere and as such offer top-notch rides and attractions, a wide range of performances and events, environmental buildings and landscapes, options for dining, and eye-catching retail stores. Technology advancements have a significant impact on the travel and tourism sector, improving customer satisfaction by giving them a more immersive experience. Virtual reality (VR) is a new area of technological development that is increasingly being used in a variety of fields, including entertainment, marketing, and education (Guttentag, 2010). This research aims to understand how VR technology may enhance theme park visitors' experiences and actions. Data was gathered from 200 theme park guests who have experience VR roller coasters in the previous 12 months. The data was collected by using quantitative method. Statistical Package for Social Sciences (SPSS) was used for data analysis. The result of the study indicates that functional and experience has a significant impact on satisfaction and revisit intention at LEGOLAND Malaysia. The findings of this study can be used by the management to plan and implement marketing activities that will improve the services offered by the LEGOLAND Malaysia.

The cultural heritage sites, incorporating advanced technology and engaging activities have been demonstrated to enhance visitor attention and retention, resulting in more significant and unforgettable experiences. The evolution of immersive technologies, has significantly transformed visitor engagement in cultural heritage sites. This study investigates how these technologies increase visitor experience and engagement. The study utilizes Chi-square tests and ANCOVA and multiple linear regressions tests to examine the correlation between technology usage and visitor satisfaction, to identify key predictors of enhanced visitor interaction. The findings highlights the significant prospective of immersive technology enhances cultural heritage experiences, providing actionable insights for site managers and technology developers. The investigation highlights the renovate consequence of incorporating VR and AR technologies on visitor engagement at cultural heritage sites, enhancing satisfaction, and boosting return visits. It provides valuable recommendations for site managers and technology developers to enhance cultural heritage experiences.

Art museums play a critical role in sustaining cultural heritage, promoting lifelong learning, and supporting sustainable urban and tourism development. In this study, we identify the key attributes of art museums that shape visitor satisfaction and clarify how each attribute contributes to satisfaction or dissatisfaction. By drawing on the Kano model, we argue that not all attributes play the same role in influencing visitor evaluations, which holds important implications for the sustainable management of cultural institutions. To empirically test this, we analyze user-generated online reviews from a major immersive museum in South Korea using a two-stage approach: first, the main experiential attributes were extracted through topic modeling; second, the relationship between topic mentions and overall review ratings was evaluated through regression analysis. The findings reveal eight core attributes of the art museum experience, with one functioning as a satisfier and the others as dissatisfiers, demonstrating the asymmetric effects proposed by the Kano model. This study contributes to sustainability research in hospitality and tourism by conceptualizing art museums as service products with distinct attribute structures and by showing how optimized management of these attributes can strengthen the long-term sustainability of cultural tourism destinations. Practically, our results provide guidance for museum managers on which attributes require strategic prioritization to enhance visitor satisfaction and support sustainable operational practices.

This study aimed to examine the impact of immersive experiences on Gen-Z in Indonesia and their repurchase intention of virtual heritage tours. Based on a recent suggestion to explore the effects of Mixed Reality on visitor experience, an e-questionnaire was distributed digitally through platforms such as WhatsApp, Instagram, Facebook, and TikTok. Convenience sampling method was used to collect data from 128 respondents. The findings indicated that Gen-Z in Indonesia expressed an intention to repurchase virtual heritage tours after experiencing at least one high-quality tour. The quality of the virtual heritage tour was determined by its ability to create a virtual environment that mimics a real environment and stimulates users' physical senses, as well as the quality of its content. These two factors were found to be the most significant indicators of a successful virtual heritage tour. The findings have practical implications for heritage management, including the use of immersive technology as an alternative way for users to experience heritage sites and to mitigate overtourism. Additionally, this study contributes to the fields of Information and Communication Technology and Tourism, specifically virtual tours and Indonesia. Further research may investigate other factors that may influence Gen-Z's repurchase intention of virtual heritage tours.

Chinese tourist factory attractions are increasingly adopting Virtual Reality (VR) technology into experience design to enhance the appeal, visitor loyalty, and the industry’s sustainable development. However, research regarding the impact of VR on the sustainable development of factory tourism remains underexplored. This study reconstructs the “VR Perceived Experience-Perceived Value-Tourist Loyalty” model to explore the mechanisms through which VR experiences affect tourists’ perceived value, loyalty, and sustainability in tourist factories. We surveyed 521 VR participants at tourist factories and employed structural equation modeling for empirical analysis. The results indicate that: (1) the authenticity, immersion, interactivity, and aesthetics of VR experiences at tourist factories significantly and positively affect VR multi-sensory perception experiences; (2) multi-sensory VR perception experiences significantly and positively affect the perceived quality and perceived value of tourist factories; (3) multi-sensory VR perception experiences do not directly influence tourist loyalty; (4) VR perceived quality significantly and positively affects the perceived value and loyalty toward tourist factories; (5) the perceived value of tourist factories significantly and positively affects tourist loyalty. The findings elucidate the interrelationships between VR experiences, tourists’ perceived value, and loyalty in the context of tourist factories. They also provide theoretical support and practical guidance for policymakers in industrial tourism policymaking, management, experience design, and the sustainable development of factory tourism.

ABSTRACT Global business events like World Expo attract massive numbers of visitors to attend this event. The present study investigates internal and external factors that attracted visitors to attend World Expo – Dubai 2022 and uncovers the core elements of these factors which are important for the strategic & planning context too. To this end, the attendees of this Expo were interviewed using the in-depth interview technique. The results revealed that internal factors such as functional, mechanic, and human cues affect visitors’ perception, whereas external factors, which include technological, socio-cultural, political, economic, and environmental aspects, contribute to the collaborative process of shaping visitor experience. The results also demonstrate that strategic planning and marketing strategies align with the AIDA model and that technological integration can help attract more visitors to Business-Expo, thereby boosting local tourism. Taken together, our findings provide meaningful implications for marketers, stakeholders, and governments.

The use of virtual reality as a marketing tool for conventional tourism has seen an increasing adoption, as it enhances the engagement between virtual tourists and the showcased destinations. This study evaluates the effectiveness of Virtual Reality (VR) in enhancing the tourism experience at Alamendah Tourism Village, Bandung. A quantitative approach was used, with data collected through structured questionnaires distributed to 385 potential tourists who had experienced the village’s VR tour. Structural Equation Modeling (SEM) was employed to analyze the relationships between system quality, immersive perception, authenticity, satisfaction, and visit intention. The analysis process was supported by the SmartPLS application. The results indicate that system quality significantly influences immersive perception and authenticity, which in turn affects tourist satisfaction and visit intention. Moreover, immersive perception was found to mediate the relationship between system quality and authenticity. This study concludes that investment in high-quality VR technology and the creation of authentic immersive content is essential for tourism village managers to enhance tourist engagement and satisfaction. These findings suggest that VR can optimize the unique features of tourism villages, such as cultural authenticity and natural beauty. Additionally, VR can offer a deeper and more fulfilling experience when enjoying tourism in the village. Therefore, the implementation of VR can serve as a strategic tool to boost tourist loyalty and long-term success in the tourism village sector.

This study explores the integration of Augmented Reality (AR) and Virtual Reality (VR) technologies within the tourism industry, focusing on user experiences and perceptions. By analyzing various case studies and user feedback, the research highlights how AR and VR enhance tourist engagement, provide immersive experiences, and offer innovative solutions for destination marketing. The findings suggest that these technologies enrich the visitor experience and present new opportunities for tourism businesses to differentiate themselves in a competitive market. The study concludes with recommendations for effectively implementing AR and VR to maximize their potential benefits in the tourism sector.

The growing integration of immersive technologies in the tourism sector raises questions about their real impact on the visitor experience. This study investigates whether mixed reality effectively influences the tourism experience, seeking to understand the mechanisms through which tourism content and emerging technologies shape tourists’ perceptions. A quantitative approach was adopted through the application of a questionnaire. The data were analyzed using the PLS-SEM (Partial Least Squares Structural Equation Modeling) method, allowing us to test direct and indirect relationships between the constructs Tourism Content, Adoption of Mixed Reality, and Tourist Experience. The analysis revealed positive and statistically significant direct effects. Tourism content strongly influences the adoption of mixed reality (β = 0.725; p < 0.001). Moderate impacts of the adoption of mixed reality (β = 0.375; p < 0.001) and tourism content (β = 0.392; p = 0.001) on the tourist experience were found. The indirect effect mediated by the adoption of mixed reality proved to be significant (β = 0.272; p = 0.001), with a VAF (Variance Accounted For) of 41%. Mixed reality plays a complementary partial mediating role in the relationship between tourism content and visitor experience, confirming its relevance in the contemporary tourism experience.

Immersive media, as a part of digital technology draw interest both in industries and society as well, and Augmented Reality as a part of it gettinga wider attention with Pokemon Go phenomenon. The implication of its phenomenon touch marketing business, as industries try to utilize AR technology in their marketing strategy. With the help of smartphone technology, AR can be accessed by common people everywhere, and for a café ownerit means change in prioritize, from place’s physical aesthetic to visitor experience in visual uniqueness bydigital media. AR is used in the café by offering a new alternative to visitor’s experience, who take a selfie by combining interior reality and virtual reality into a single camera shot. The easeto change the design and concept become an advantage of AR usability to utilize by the café’s owner to applicate their ideas and create a new concept to appeal visitor and increase visitation number. This study aims toexamine perceived hedonic values and customer’s perceived uniqueness towards café’s visit intention, a stimulated self-administered questionnaireis used in selected café as a study-case object and interviews is used to deepen the data gathered. This research resulting asignificance of AR technology in improving visitor’s experience and supporting business marketing by support new selfies experience to visitor. This study provides an overview of immersive media utilization in marketing strategy and customer experience in hospitality business.

This research identifies key criteria for designing mobile applications for cultural heritage tourism, aiming to provide a planned, engaging, and functional solution that enhances the visitor’s experience and strengthens the competitiveness of destinations in the absence of technological tools for promotion and management. The city of Riobamba was selected as a case study due to its significant potential for this type of tourism. The proposed method is structured around three main dimensions: interpretative, inclusive, and immersive. The methodology combines a literature review, benchmarking, and user-centered design. The findings highlight the importance of integrating heritage storytelling, structuring information by levels based on user profiles, addressing the demand for practical data, and complementing digital resources with physical signage. The model is replicable if the tourism demand is adapted to the local supply of each destination.

This study explores how Metaverse technologies can be applied to wine tourism. First, the background section reviews sensory mapping and experience economy theories and introduces the definition of Metaverse, technologies related to wine tourism, and differences from traditional tourism. Second, the research analyzes the application scenarios of immersive vineyard tours, simulated wine-tasting environments, online cultural activities, remote wine knowledge learning, experiential shopping, visitor interaction, and post-tour experience sharing. This study adopts a qualitative approach based on a literature review to explore these themes. Then, the changes of Metaverse technology on tourism organization are proposed, including benefit sharers, co-creation of tourism product value, personalized product customization, virtual digital communication, virtual product promotion, technology bridging, and non-fungible token (NFT) wine investment. Meanwhile, possible problems and coping strategies for Metaverse wine tourism are discussed. Finally, suggestions and practical guidance for future research are presented to promote the further development of the field.

Against the backdrop of rapid technological advancement, big data has emerged as a pivotal force driving transformation across various industries, including traditional cultural tourism. This study delves into the application of big data technologies within this sector, focusing on innovative practices such as smart conservation at the Dunhuang Mogao Caves, refined management strategies at Suzhou Gardens, and immersive experiences offered by the “Chang'an Twelve Hours” project. Through multidimensional analysis and case studies, the authors illustrate how big data optimizes operational efficiency, enhances visitor satisfaction, and promotes cultural dissemination. The findings reveal that big data not only improves tour route planning and infrastructure layout but also enables customized services that significantly elevate the visitor experience. The paper concludes with specific contributions to the field, proposing practical solutions for leveraging big data to foster high-quality, sustainable development in traditional cultural tourism.

The rapid development of urban areas has led to the emergence of tourist destinations that function not only as recreational spaces but also as tools for shaping the city’s image. To strengthen the competitiveness and identity of a destination, thematic communication becomes a crucial strategy, encompassing visual, narrative, and atmospheric elements that are integrated into the visitor experience. This article explores the implementation of thematic communication in the branding of three urban destinations in East Java: Delta Fishing, Café Bintang Lima, and the Submarine Monument (Monkasel), using a comparative study and qualitative descriptive analysis. Data were collected through field observations, visual documentation, and interviews with managers and visitors. The results show that each destination applies a different thematic communication approach: Delta Fishing emphasizes environmental education values, Café Bintang Lima conveys affordable luxury through visual and digital media, while Monkasel offers an immersive historical experience. These findings highlight that the effectiveness of thematic communication depends on the alignment of messages, media used, and the ability to build emotional connections with the audience. With the right strategy, thematic communication can enhance the image and competitiveness of tourist destinations, especially amid increasing competition in urban tourism.

This paper presents the Smart Explore Miaoli platform, designed to address the inefficiencies of traditional paper-based tourism promotions and fragmented resource integration in Miaoli County. By leveraging digital technology and gamification, the platform enhances user engagement and promotes local culture through a comprehensive system incorporating digital coupons, a QR code-based redemption mechanism, a non-expiring membership points system, and interactive township-themed mini-games. The platform not only streamlines promotional efforts but also fosters sustainable tourism by offering immersive and rewarding user experience. Through a user study conducted at the Taipei World Trade Center, this research evaluates the platform’s effectiveness in improving tourism engagement and visitor satisfaction.

Tourism plays a vital role in preserving cultural heritage and promoting cross-cultural understanding, particularly in a culturally diverse country such as India. With the rapid advancement of digital technologies, there is an increasing demand for intelligent and user-friendly platforms that provide comprehensive tourism information to international visitors. This paper presents the design and development of a web-based India Tourism website that delivers an integrated digital experience highlighting Indian culture, historical monuments, UNESCO World Heritage sites, and traditional cuisine. The proposed system emphasizes intuitive navigation and accessibility through a structured interface supported by an interactive India map that enables state-wise exploration. Augmented Reality (AR) models are incorporated to provide immersive visualization of selected monuments, enhancing user engagement and offering virtual previews of destinations to support informed travel planning. In addition, a visitor support module is integrated to assist users with essential travel-related guidance, thereby improving usability and overall satisfaction. The platform is developed using modern web technologies with a focus on responsiveness, scalability, and ease of use. The proposed system demonstrates how the integration of web-based interfaces and AR technologies can support smart tourism initiatives by delivering an informative, interactive, and culturally immersive experience for global tourists.

Purpose The hospitality and tourism industry is strongly influenced by new and immersive technologies, such as augmented reality (AR), to enhance customer experiences across a diverse set of touchpoints throughout the visitor journey. This paper aims to provide a holistic understanding of AR marketing for this industry context, present a number of fundamental premises of AR marketing within it and establish an agenda for future AR research. Design/methodology/approach This study reviews current literature on AR marketing, hospitality and tourism and industry use cases for the creation of a proposed conceptual framework to guide scholars and managers. Based on that, the authors propose fundamental premises. Findings The three fundamental premises of AR marketing presented are the need to clearly differentiate between AR and virtual reality within hospitality and tourism; the use of AR for the on-trip experience; and the combined focus on content, context, customer and computing devices for a successful strategic implementation of AR. Research limitations/implications This study serves as a first point of reference for the strategic integration of AR into hospitality and tourism marketing, both from an industry and academic point of view. Practical implications The authors provide a number of managerial recommendations based on our three fundamental premises. Originality/value To the best of the authors’ knowledge, this study is one of the first to holistically characterize AR marketing in the hospitality and tourism context. It also highlights the fundamental premises of successful AR marketing and future directions of AR research today and in a spatial computing future.

This study explores the impact of augmented reality (AR) on tourist destination satisfaction (DS) in Sri Lanka's heritage tourism, focusing on historical sites in Polonnaruwa. The research aims to improve the visitor experience and address inadequate funding for site rebuild, focusing on the mediating role of immersive experience and perceived value. Furthermore, the researcher surveyed 256 visitors to cultural and historical destinations as part of a quantitative research approach using IBM SPSS Statistics 25 and Smart PLS 4. The results show that AR and DS are significantly and positively related, with perceived value and immersive experience as mediators. According to the study, historical landmarks should include AR technology, and tourist staff members should get AR training. Moreover, future studies could investigate the long-term impacts of AR on visitors' attitudes, loyalty, and behaviour, as well as the cultural characteristics that influence how AR perceives heritage tourism.

This research explores the concept of Digital Free Tourism (DFT) in the context of 'experiencing museum' in Ullen Sentalu. This study aims to analyze the application of the DFT concept in Ullen Sentalu Museum, Yogyakarta, as well as its implications for the museum's tourism experience. This research uses qualitative methods with an exploratory study approach conducted with data collection methods, namely observation, in-depth interviews, and literature studies collected from journals, books, articles, and also the Ullen Sentalu museum page. The results of this study found that the Ullen Sentalu Museum successfully applied the DFT concept by controlling the use of on-site technology during museum tours to maintain the safety of the collection and create a more immersive 'museum experience' and increase visitor curiosity and wellbeing. Ullen Sentalu also does not reject digital utilization but continues to innovate by optimizing digital content during pre-site and post-site to reflect his commitment to be relevant in the digital era while maintaining traditional values in DFT.

This research aims to investigate the integration of technology in tourism management with a focus on improving the visitor experience. The background is related to the rapid development of technology and its impact on the tourism industry, where the use of technology can influence the way tourism destinations are promoted, managed, and enjoyed by visitors. The aim of this research is to identify gaps in knowledge related to the implementation of technology in tourism management and to evaluate the effectiveness of various technological methods in improving the visitor experience. This research method includes literature analysis, case studies, and surveys to collect data on the use of technology in tourism management. It is hoped that the results of this research will provide new insights into the potential of technology to improve visitor experiences in tourism destinations, as well as its practical implications for the tourism industry. The implication of this research is to provide guidance for tourism practitioners in designing more effective strategies for integrating technology in destination management, which in turn can increase the competitiveness and sustainability of tourism destinations. The uniqueness of this research lies in its interdisciplinary approach that combines the fields of technology and tourism management, as well as its focus on visitor experience as a key aspect in the success of modern tourism destinations.

This study investigates visitors' experiences of the Suzhou Bay Digital Art Museum using online reviews and ROST CM6.0 for textual and sentiment analysis. Results show that visitors generally hold positive perceptions of the museum's digital exhibitions and cultural value, with positive emotions accounting for 82.44%, neutral emotions 0.40%, and negative emotions 17.16%. Negative feedback mainly focuses on service management, surrounding facilities, and exhibition diversity. These findings suggest enhancing visitor experience through infrastructure optimization, management improvement, and deeper exhibition themes, which can promote the sustainable development of museum digitalization.

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This study examines experiential marketing strategies for community-based traditional liquor tourism in Wang Chin District, Phrae Province, Thailand. The objectives were: (1) to analyze the demographic and behavioral characteristics of tourists; (2) to identify experience design factors influencing decision-making; and (3) to propose strategic recommendations using the STP framework and 7Ps marketing mix. A structured questionnaire was distributed to 405 respondents, and data were analyzed using descriptive statistics and one-way ANOVA. The results show that most respondents were female, aged 31–40, highly educated, and employed in professional or government sectors, with moderate to high incomes. The majority were first-time visitors, preferring one-day cultural activities, moderate expenditures (2,000–5,000 THB), and value-for-money accommodations or homestays. Their primary motivations included hands-on liquor production, learning traditional brewing processes, and cultural immersion. Tourists rated six CBT experience design dimensions aesthetic design, service quality, customization, immersiveness, technology integration, and sustainability at consistently high levels (means = 4.40–4.61). ANOVA revealed significant differences across gender, age, education, and income, indicating diverse experiential preferences. Based on these findings, Wang Chin is positioned as “an authentic, immersive, and sustainable liquor heritage destination” The proposed 7Ps strategy emphasizes cultural product development, value-based pricing, digital promotion, empowered local guides, flexible processes, eco-friendly facilities, and high-quality service delivery.

This study presents a 30-year scientometric review (1990–2023) examining how digital technologies, including virtual reality/augmented reality, artificial intelligence, smart tourism, and the metaverse, have progressively converged with experience-centered research in tourism marketing. Using Web of Science data and CiteSpace visualizations, the analysis indicates no abrupt conceptual shift, but rather a gradual realignment between technological and experiential constructs. Keyword co-occurrence, co-citation structures, and temporal bursts indicate increasing integration of immersion, personalization, engagement, memory, and virtual identity within technology-oriented research. These patterns culminate in a techno-experiential perspective, conceptualized as the Techno-Experiential Perspective in Tourism Marketing framework, which views technology as an experiential infrastructure shaping anticipatory, in situ, and post-experience processes.

In the past two decades, research in tourism has explored the shift to the experiential economy in which consumers (visitors) seek memorable experiences. While prior studies converge toward the idea that immersion is a critical dimension of the tourism experience, research on immersion remains scarce, particularly the conditions under which immersion is achieved and its consequences on visitor evaluations. To fill this gap, this research builds on the experiential and flow literature to propose a model where immersion derives from autonomy and leads to greater visitor satisfaction through the underlying mechanism of temporal dissociation. Additionally, it is proposed that reactance moderates the relationship between autonomy and temporal dissociation. Two empirical studies—a field study in an experiential wine museum and an experiment involving a zoo visit—provide robust evidence of these effects, fostering theoretical progress on immersion and subsequent temporal dissociation as important dimensions of the tourism experience.

Online guided tours have become an essential form of non-contact tourism, yet the experiential attributes shaping participants’ digital tour experiences remain underexplored. This study aims to identify the core experiential dimensions of online guided tours by analyzing user-generated review data and interpreting the findings through the experience economy framework. A dataset of 1506 participant reviews was collected from major online guided tour platforms and analyzed using text mining techniques, including TF-IDF and Latent Dirichlet Allocation (LDA). The results reveal the following seven experiential attributes: entertainment, education, esthetics, escapism, presence, interactivity, and digital environment. These findings indicate that online guided tours extend beyond traditional 4E experience dimensions, incorporating digitally mediated elements such as real-time communication and platform-driven immersion. The proposed “4E + 3D Model” captures the hybrid nature of digital tourism experiences, combining classic experiential factors with technology-enabled components. This study contributes to tourism experience research by empirically validating an expanded experiential structure suitable for digital contexts. It also demonstrates the value of user-generated review analysis for deriving authentic experiential insights. The results provide practical implications for enhancing online guided tour design, emphasizing real-time interactivity, digital esthetics, and system stability to improve participant experiences in virtual tourism settings.

Driven by rural revitalization and the integration of culture and tourism, rural public cultural spaces are transforming into “experiential media,” with immersive design serving as the core pathway. This paper employs literature review, case studies, and comparative research methods to define relevant core concepts, construct a three-dimensional framework of “cultural locality-experiential immersion-business integration,” and introduce lightweight computer technology and simplified STEM formulas to optimize analytical logic. Empirical analysis examines the Echigo-Tsumari Art Triennale in Japan alongside the Bishan case in Anhui and the Yunshang Pingtian case in Zhejiang. Findings indicate that success requires grounding in local culture, employing multisensory interaction as a means, and pursuing symbiotic cultural-tourism business models as the goal. STEM methodologies enhance the quantifiability and precision of design, offering theoretical and practical references for rural cultural revitalization and cultural-tourism integration.

This study analyses how carnival museum integration affects multi-stakeholder value creation in tourism microenterprises in Barranquilla, Colombia. Examining 52 enterprises partnering with the Carnival Museum (2021–2023), we tested four hypotheses addressing enterprise financial value, tourist experiential value, museum institutional value and community cultural value. Three value creation models emerged: cultural immersion (85.3 per cent integration), mixed cultural (64.7 per cent) and traditional tourism (34.8 per cent). Results supported all hypotheses. Cultural immersion enterprises achieved 79.2 per cent success rates and $5,840 average revenue, delivered superior tourist experiences (4.62 satisfaction, 4.53 knowledge gain), generated greater museum value (869 annual visits) and stronger community identity reinforcement (4.47 ratings). Museum visit frequency emerged as the strongest financial predictor ( β = 0.428, p < .001). Robustness checks, including propensity score matching, fixed-effects analysis and instrumental variables, provided evidence consistent with a causal interpretation. Findings demonstrate that authentic carnival museum integration creates concurrent value across multiple stakeholder groups.

This study develops and empirically tests an integrative model of gastronomic tourist behaviour by connecting symbolic, sensorial, digital, and emotional dimensions of travel experience. Data from Indonesian domestic tourists (n = 384) were collected through structured surveys and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). Results reveal that embodied gastronomic encounters—particularly haptic interaction with food and place—are the strongest predictors of emotional attachment, tourist loyalty, and destination advocacy. Place branding further amplifies this effect, while social media stimulation contributes meaningfully but only in support of direct sensory experience. In contrast, digital engagement and cultural immersion exert marginal influence, suggesting that virtual promotion or heritage framing alone cannot sustain culinary tourism. Theoretically, these findings sharpen debates on experiential consumption by demonstrating that bodily immediacy and affective resonance mediate the impact of symbolic or digital triggers on behavioural outcomes. This challenges cognitive and representational accounts that overstate narrative or mediated experiences in shaping loyalty. Practically, the study calls for gastronomic destinations to design strategies that privilege multisensory engagement—taste, texture, and atmosphere—while embedding them in emotionally charged storytelling. By foregrounding the primacy of embodied experience, this research reframes culinary tourism not as a matter of digital visibility or cultural rhetoric, but as a sensorially grounded pathway to durable advocacy in an experience-driven travel economy.

Sustainable gardens have emerged as innovative models of urban tourism that integrate ecological aesthetics, participatory design, and community well-being. This study explores how tourists’ perceived value influences revisit intention and introduces two experiential moderators—narrative transportation and empowerment capability—to uncover the underlying psychological and participatory mechanisms that drive behavioral intention. A mixed-methods approach was employed, combining grounded theory interviews to develop the conceptual framework with a large-scale survey analyzed using structural equation modeling (SmartPLS). The results demonstrate that perceived value positively affects revisit intention through tourist satisfaction, while narrative transportation and empowerment capability significantly strengthen these relationships by enhancing emotional immersion and participatory engagement. These findings advance sustainable tourism theory by highlighting the dual-path moderating effects of storytelling and empowerment in shaping visitor behavior. Practically, the study provides actionable insights for sustainable garden management, emphasizing the importance of immersive narratives and participatory empowerment in fostering long-term tourist loyalty and sustainable destination development.

PurposeLuxury as a construct warrants an assessment of entities promoting themselves as luxurious offerings. Therefore, this study attempts to evaluate the experiencescapes of luxury trains operating in developed and developing countries to assess the presence of luxury values in the elements affecting tourists' experiences and immersion.Design/methodology/approachTwo different types of luxury trains were selected from across developed and developing countries for a holistic assessment of the experiencescapes. Through netnography and hermeneutic interpretation, this study analyzes 218 experiential descriptions on Tripadvisor from luxury trains of Australia, UK, Peru and India.FindingsAlthough luxury trains in both the regions entailed financial, functional, social and individual value, they struggled to offer these values in conjunction. While the positioning of luxury trains in developing countries under the “inaccessible luxury” segment is exaggerated, developed countries were also found to struggle with customer service and management.Practical implicationsBy emphasizing on areas within the control of the service providers, short-haul luxury trains can be a better fit in developing countries. Better usability testing and employee training should be undertaken to improve the functional values of luxury in long-haul luxury trains of developed countries.Originality/valueThis article not only assesses the validity of luxury trains' positioning but also provides new insights into the nature of the tourist immersion process. Having extensively discussed experiences in the backdrop of luxury, it contributes to the progression of literature on luxury trains, experiencescapes and immersion.

Experiential tourism (ET) has emerged as a noticeable trend in current travel. Highlighting immersive, authentic, and emotionally meaningful meetings. Despite this rising trend, little research has studied travellers experiences in handloom clusters such as Pochampally, a renowned Ikat weaving cluster in Telangana, India. The author explores the experiential dimensions of tourism in Pochampally. Seven in-depth interviews were conducted with visitors, data was analyzed using Braun and Clarke’s thematic analysis in MAXQDA software. Six ET themes appeared: (1) cultural authenticity, (2) emotional experience, (3) experiential learning, (4) socio-economic awareness, (5) behavioural intentions, and (6) sustainability future. Tourists sensed greatly engaging experiences stemming from artisan interactions and live weaving demonstrations. Cognition of artisans’ challenges motivated empathetic and helping behaviours. The findings suggest that ET in Pochampally supports Tourists satisfaction while supporting to the protection of weaving heritage. The study adds to craft-based tourism literature and underscores the need for targeted policy support for sustainable development. Keywords: Experiential Tourism, Craft tourism, Authentic experience, Pochampally

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Analyzing the affecting factors of experiential tourism, the study aims to explore the innovational strategies for multisensory experiential tourism. The adopted research methods are qualitative research and case study, which make a comparison between the boom of ice-snow tourism in Harbin city, northeast China, and its interactive partner, Guangxi, southwest China, in Jan. 2024. Analyzing the innovational tourism phenomena of the 33 pieces of related news online in China Daily, the data is collected and a framework of multisensory experiential tourism strategies was drawn up. With the influential factors of multisensory experiential tourism, such as sight, hearing, smell, taste, and touch, ice and snow tourism in Harbin made a hit. In conclusion, by building up sustainable smart destinations, experiencing the different lifestyle, and highlighting study tour activities, it is hoped to put forward a framework of multisensory experiential tourism strategies for Guangxi, based on its unique leisure tourism resources. Keywords: tourism strategy, multisensory experiential, innovation, Harbin, Guangxi

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ABSTRACT This study aims to explore the unique role of digital experiential learning in tourism education by adopting experimental research, which includes strict experimental design and empirical testing. The results show that digital experiential learning can cultivate students’ ability to use digital technology proficiently and masterfully, and it has a positive impact on students’ learning. It demonstrates the effectiveness of digital experiential learning in tourism education, highlighting its essential value and innovative potential in cultivating talents for hospitality industry management and digital tourism development. Furthermore, it equips tourism graduates with the capabilities to address the practical challenges posed by evolving industry trends.

Purpose In order to encourage customers to try experience virtual tourism, researchers and practitioners pay more attention on how to improve customers' perception of authenticity.Design/methodology/approach Using the theory of cross-sensory compensation, through 4 experiments, this study examines the impact of social interaction and cross-sensory strategies on the relationship between virtual reality (VR) and improving customers' perception of authenticity and customer experience.Findings Through experimental research, this paper finds that (1) VR immersion has a significant positive impact on perception of authenticity, which in turn acts on customers' virtual tourism experience. (2) In addition, social interaction strengthens the relationship between VR immersion and customers' perception of authenticity. (3) The cross-sensory compensation has a positive effect on VR immersion to enhance customers' perception of authenticity.Originality/value The research conclusion provides a direction for further discussion on how to improve customers' perception of authenticity and provides theoretical guidance and reference for the virtual tourism industry.

ABSTRACT Despite eliciting interest from tourism scholars, sensory research in rural tourism remains under-explored. This study aimed to explore the impact of user-generated content on sensory impressions, reexamine the dimensions of sensory impressions, and uncover the influence mechanism of sensory impressions on revisit intention among rural tourists. Data collected using a self-administered questionnaire was analyzed using the partial least squares structural equation modeling technique. The findings reveal the significance of UGC in determining sensory impressions, which, in turn, influence revisit intention directly and indirectly through immersion and satisfaction. Results also confirm that hybrid sensory is a fundamental dimension of sensory impression.

The rise of craft beer tourism (CBT) has become evident, but it has received less attention from the perspective of immersive experience. This study investigates the formation of immersive experiences in CBT by integrating the experiencescape and customer inspiration theory. This research first qualitatively identifies four core dimensions of immersion (environmental, sensory, interactive, and narrative–cognitive) and proposes emotional immersion as the outcome of inspired-to phase. Then, it quantitatively examines how two types of experiencescape (physical and interpersonal), as the antecedents of inspired-by phase, affect four immersive dimensions, which enhance emotional immersion and repurchase as the results of inspired-to phase. Further, importance-performance map analysis (IPMA) and artificial neural network analysis (ANN) are applied to emphasize importance of different dimensions of immersion. Besides, drinking status shows that tipsy status consistently outperforms drunken status in facilitating immersion. This study advances the understanding of immersion and highlights stimuli–immersion–consequence framework in immersive tourism.

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Despite the growing importance of esports tourism as a strategy to attract young tourists to destinations, limited research has been conducted on how the online gaming experience influences offline esports travel. This paper first maps a framework to indicate young players’ heterogeneity in the relationships between gaming experiences, attachment, and esports travel intentions. A survey targeting 751 young egamers in China was conducted using quota sampling. Results confirm the positive relationships between egames flow, attachment, and esports travel. Findings reveal that challenge-based, sensory, and imaginative immersion significantly affect the gaming flow experience, while players’ self-expression and social interaction contribute to their attachment to esports. Further, gender and game experience are essential factors that moderate the role of gaming experience and attachment in esports travel intentions. Practical implications are provided for esport game design and tourism promotion.

ABSTRACT This research aims to clarify the core attributes of tourist multiple interactions, and how it may be possible to promote tourist well-being and citizenship behavior when traveling in an immersion tourism context. A mixed method with two studies was conducted to answer these questions. Study 1 developed and validated a scale for tourist multiple interactions through a mixed qualitative and quantitative research methodology, strictly following the steps of scale development. Survey data were acquired from travel notes, semi-structured interviews, and questionnaires in China. The results showed that tourist multiple interactions scale includes 3 dimensions and 18 items, including technology interactions, narrative empathy, and social interaction. To further verify the influence mechanism of scale, study 2 used a survey to explore the effect of tourist multiple interactions from the perspectives of both tourists and destinations. Survey data were acquired from 311 questionnaires in China. The results indicated that tourist multiple interactions were positively associated with well-being and tourist citizenship behavior. Tourist engagement mediated this relationship. Destination familiarity positively moderated the relationships between tourist multiple interactions and tourist engagement. Theoretically, the research provides extensive implications to tourist interaction and immersion tourism; whilst offering some actionable insights to tourism context.

: Short videos have become a vital channel for college students to access information and entertainment, profoundly influencing their lifestyle, including travel behavior. Grounded in the Stimulus-Organism-Response (SOR) theory, this study takes the “Harbin Phenomenon” as a case study to investigate the impact of empathy and immersion in tourism short videos on college students' travel intentions. The frequency of short video viewing was set as a moderating variable, and data were collected and analyzed through a questionnaire survey. The findings reveal that empathy and immersion in short videos significantly and positively influence college students' travel intentions. However, the viewing frequency of short videos does not moderate the relationship between immersion, empathy, and travel intentions. This indicates that while the impact of immersion and empathy in tourism short videos is extensive, their influence on travel intentions is significantly positive. Based on these findings, the author recommends that tourism destination cultural and creative content producers prioritize the production of short videos, enhance the levels of empathy and immersion, and better stimulate the travel intentions of college students.

Drawing on flow theory and the technology readiness index, the purpose of this study is to examine how spatial presence influences tourists’ flow experiences and how immersion mediates this relationship. It then explores how flow contributes to the perceived cognitive value of augmented reality (AR) and how technology readiness moderates the impact of flow on cognitive AR value. From an initial pool of 1,506 respondents, a comprehensive set of rigorous screening criteria was applied to ensure that participants had attended Expo Dubai and could accurately identify the pavilions that incorporated AR technology. The final sample consisted of 315 valid responses. Partial least squares structural equation modeling was used to test all hypotheses. Findings reveal that immersion partially mediated the relationship between spatial presence and tourists’ flow experiences, while flow directly influenced their cognitive AR value. Moreover, technology readiness significantly moderated the relationship between tourists’ flow experiences and cognitive AR value. These findings offer theoretical contributions to the understanding of AR in tourism and provide practical insights for designing more engaging, immersive and user-centered AR applications.

Purpose This paper aims to analyse the effect of vision, hearing and haptics on tourism metaverse previews and pre-experiences and compares the effects of metaverse previews and pre-experiences on the intention to visit. Design/methodology/approach A sample of 172 individuals answered an online survey about their previous interaction with the tourism metaverse – 104 had tourism metaverse previews, and 68 had tourism metaverse pre-experiences. Then, a case study of a tourism metaverse pre-experience was analysed to strengthen and further understand the quantitative study. Findings While vision and hearing are significant in tourism metaverse previews, only vision and haptics contribute to obtaining a sense of presence in tourism metaverse pre-experiences, although the potential of hearing. Tourism metaverse pre-experiences have a stronger positive impact on the intention to visit the destination than tourism metaverse previews. Practical implications Practitioners should integrate the sense of haptics in the metaverse pre-experiences, despite the costs involved, because the immersive sense of presence has stronger effects on visit intentions than metaverse previews. However, the dependence on sensorial stimuli and the effect on tourism growth may limit the advantages of metaverse as an alternative for impaired tourists and to reduce overtourism. Originality/value This paper clarifies the different effects that each sensory stimulus has in the sense of presence, depending on different levels of immersiveness, requiring congruence. The value of metaverse pre-experiences is highlighted with the evidence of strengthening the intention to visit.

abstract:Given the increasing dependence of marketers on interactive advertising formats, particularly virtual reality (VR), to promote travel-related products and services, assessing how these formats help promote the ad message is important. Using construal level theory and immersion as a theoretical framework, we explored how a VR experience influenced the perception of a tour destination and analyzed the interplay between spatial distance and virtual tourism through an experimental study (N = 90). Findings revealed that (a) engaging in a VR tour made the destination image more favorable, (b) a significant two-way interaction effect on the destination image emerged between immersion level and spatial distance, and (c) consumers exposed to concrete hotel information exhibited a more favorable attitude toward the hotel than those exposed to abstract hotel information. Theoretical and managerial implications are examined and discussed.

Tourism short videos have become pivotal tools that influence tourists’ decision-making amid the rapid development of digital marketing. Existing studies inadequately address the mechanisms through which short video content shapes travel intentions. To explore the relationship between content structure and sensory elements, the interaction mechanisms between content structure and sensory elements in tourism short videos and their impacts on travel intention were unravelled by employing narrative communication theory and information processing fluency theory through two scenario-based experiments. The synergistic effects of video content structures (narrative vs. non-narrative) and sensory elements (visual–content matching, background music tempo) in consumer decision-making processes were examined. Results reveal that narrative short videos significantly enhance travel intentions by evoking emotional resonance through plot development and character portrayal. The visual–content matching effect plays a critical role. Slow-tempo compositions intensify emotional immersion in narrative videos, while fast-tempo tracks amplify visual salience and instantaneous attentional capture in non-narrative formats. These conclusions elucidate the interaction mechanisms underlying content–sensory synergy in tourism short videos, thus providing theoretical foundations for video dissemination strategies and practical guidance for content creation in destination marketing.

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The rise of “her economy” has positioned female tourists as a dominant force in global tourism, driving demand for culturally immersive and emotionally resonant experiences. Sensory marketing, through strategic engagement of sight, sound, smell, taste, and touch, proves critical in shaping travel decisions and loyalty. However, existing research predominantly emphasizes visual and auditory stimuli, neglecting proximal senses (e.g., olfactory, tactile) and gender-specific sensory interactions. This study addresses this gap by examining how sensory language—a multi-modal narrative tool—enhances female tourists’ experiences, with a focus on the Pingjiang Historic District in Suzhou, China. Utilizing mixed methods, including behavioral data analysis and in-depth interviews, the research reveals that women exhibit heightened sensitivity to emotionally charged sensory cues, prioritizing safety, aesthetic coherence, and social sharing opportunities. Findings highlight Pingjiang’s success in creating a “poetic sensory mix” blending traditional aesthetics with modern innovations. However, challenges persist, including over-reliance on visual pictures, insufficient gender-responsive design, and technology-induced sensory distraction. Proposed solutions advocate for cross-sensory synergy, female-centric spatial planning, and community-driven authenticity preservation. The study contributes theoretically by linking gender differences to multi-sensory design frameworks, while offering practical strategies for destinations to amplify emotional engagement and market competitiveness through inclusive, sensory-rich narratives.

This study aims to analyze the influence of sensory marketing and digital marketing on visitors' emotional attachment at Doudo Educational Tourism Village. Sensory marketing refers to strategies that activate various senses to enhance the consumer experience. In contrast, digital marketing includes using digital platforms to promote products through Doudo Educational Tourism Village tour packages. Visitors' emotional attachment is essential to their satisfaction and loyalty to tourist destinations. The method used in this research is a quantitative approach with a survey as a data collection tool. The respondents of this study were visitors to Doudo Educational Tourism Village, who were taken using a purposive sampling technique. The collected data were analyzed using multiple linear regression techniques to test the relationship between sensory marketing, digital marketing, and emotional attachment variables. The research results show that these two variables, sensory marketing, and digital marketing, significantly influence visitors' emotional attachment. Sensory marketing strongly impacts visitors' feelings towards tourist villages, while digital marketing contributes to creating awareness and strengthening emotional attachment through social media and websites. This research indicates that combining sensory and digital marketing can enhance visitors' experience, strengthen their emotional attachment, and increase their loyalty to Doudo Educational Tourism Village.

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This study explores the impact of sensory experiences on tourists’ experiences at replica destinations, aiming to clarify the intrinsic influence mechanisms between sensory experiences, perceived authenticity, well-being, and the intention to revisit. Utilizing embodied cognition theory, this study empirically tested its application through data collected via an online survey of tourists who visited a well-known replica destination, Window of the World in Shenzhen, within three months prior to completing the survey. The findings reveal that tourists’ sensory experiences, except for smell and taste, are directly related to the intention to revisit. Positive sensory experiences influence perceived authenticity and well-being, subsequently leading to an increased intention to revisit. By providing empirical evidence on tourists’ sensory experiences at replica destinations in different cultural contexts, this study enriches the existing body of research and broadens the scope of replica tourism studies. In addition, an increasing number of replica tourism destinations play an important role in protecting traditional tourist destinations, especially historical sites. This study provides valuable insights for the future development of replica tourism destinations in promoting sustainable tourism. At the same time, this study extends the application of embodied cognition theory to replica tourism, contributing to theoretical development and offering new insights into the role of sensory experiences in shaping tourist behavior.

Virtual reality (VR) technology is widely recognized as a powerful medium for providing immersive experiences, enabling users to engage deeply with detailed information about destinations in the tourism sector. This study aims to investigate how VR tour experiences influence consumer behavioral intentions by integrating flow theory with the experience economy framework. It specifically examines how different dimensions of the VR experience affect tourist satisfaction, intentions to revisit destinations offline, and intentions to reuse VR technology. An empirical investigation was conducted with 350 participants who engaged in a 20-minute VR tour of cultural and historical tourist attractions in Hwaseong-si. Data were analyzed using partial least squares structural equation modeling to test a model in which immersive experiences (escapism and esthetics) are hypothesized to precede absorptive experiences (education and entertainment), with flow serving as a critical mediator. The results indicate that immersive elements of VR serve as precursors to absorptive experiences. A state of flow characterized by autotelic experience, concentration, and immersion was found to significantly mediate the relationships between escapism and education, as well as between esthetics and entertainment. Furthermore, these educational and entertainment outcomes directly enhance overall satisfaction, thereby increasing the intention to reuse the VR and to visit the physical location. The findings offer actionable strategies for VR tourism developers and destination marketers to prioritize immersive and flow-inducing elements to enhance educational and entertainment outcomes. For destination management organizations, these results suggest that VR should be marketed as a simpler experience. Thus, practitioners are encouraged to provide localized content to ensure that language barriers do not disrupt the flow state or the user's ability to immerse themselves in the virtual world. This paper investigates the mediating role of flow within the four-dimensional framework of the experience economy, specifically in the context of VR tourism. It offers a novel perspective on the sequential nature of user engagement in virtual environments. For VR content developers and destination marketers, the findings emphasize that creating flow-conducive environments is essential for compelling storytelling.

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Virtual reality (VR) tourism e-commerce platforms (VRTEPs) can provide trial experience for tourists, which is easy to trigger irrational impulse buying. Based on cognitive emotion theory and S-O-R model, this study innovatively explores the impact of the multi cue-interaction stimulation (the interactivity of VR display and the empathy of text display) of VRTEPs on consumers’ impulse buying intention through the mediating effect of new cognitive and emotional responses, namely, interactive pleasure (perceived usefulness and immersion). The results reveal that: (1) The interactivity of VR display stimulates interactive pleasure, then positively affects impulse buying intention. (2) The empathy of text display only stimulates perceived usefulness to positively affect impulse buying intention. This study also finds that the interactive comparison has a negative moderating effect on the relationship between immersion and impulse buying intention. These findings contribute to developing the new theory for effectively marketing using highly interactive new technology on VRTEPs.

Abstract The study aims to explore the attributes of VR/AR tourism mobile applications (apps) and their impact on Tourist Behavioral Engagement (TBE), mediated by app satisfaction. The authors employed a text mining and Partial Least Squares-Structural Equation Modelling (PLS-SEM) approach to analyze 6,998 Google Play VR/AR tourism mobile apps online reviews. A word frequency matrix (WFM) was generated and used as an input for PLS-SEM to test the raised hypotheses. The findings revealed that utilitarian gratification, perceived usefulness, ease-of-use, and VR/AR immersion features (context awareness, presence, and telepresence) are key predictors of TBE, with app satisfaction playing a critical mediating role between these VR/AR attributions and TBE, emphasizing the vital role of Technology Acceptance Model (TAM) in driving sustained app engagement. The proposed framework advances theoretical literature on the TBE predictors and provides a guide for VR/AR tourism apps developers/designers to enable adoption, engagement, and proliferation among tourists.

This study investigates how virtual reality (VR) experiences influence tourists’ intentions to visit Da Lat, Vietnam, as a botanical destination, emphasizing the mediating roles of enjoyment and immersion. By integrating flow theory with the Information Systems Success model, this research develops a comprehensive framework explaining how content quality, system quality, and VR vividness shape user engagement and travel intentions. Using Structural Equation Modeling (SEM), the study analyzes survey data from 231 valid responses out of 240 participants. The findings reveal that content quality, system quality, and vividness significantly enhance enjoyment and immersion, which subsequently have a positive impact on travel intentions. The study contributes to the tourism and consumer experience literature by demonstrating how multisensory engagement in VR fosters decision-making. Theoretical implications include extending flow theory within virtual tourism and highlighting the joint influence of technological and perceptual factors on user behavior. Practically, these insights inform tourism marketers on optimizing VR environments to evoke emotional engagement and enhance destination appeal through immersive technology.

This study puts forward an integrated model of “VR+ visual image” which combines virtual reality (VR) technology and visual identity of tourism brands, aiming at solving the problem of separation between technology application and brand image in current cultural experience. By constructing a three-stage experience framework of “guidance-immersion-feedback,” this paper explores the synergistic mechanism of visual cognition, cultural communication, and technical interaction. It is found that users' emotional response reaches its peak in the stage of “immersive interaction” forms a significant cognitive impression in the stage of “cultural perception” and shows high willingness to participate in the stage of “behavior activation.” Further results show that the situation-oriented visual strategy is the best in emotional resonance (4.5 points) and brand memory (81%). This study verifies the effectiveness of the model in enhancing cultural experience and communication efficiency and provides a landing integration path for the digitalization of cultural tourism.

ABSTRACT The study uses a multi-theoretical approach and the three behavioural theories of Behavioural Reasoning Theory (BRT), Self-Determination Theory (SDT), and Innovation Resistance Theory (IRT) to analyze the motivation of senior citizens to use Virtual Reality (VR) technology for religious tourism. The survey was completed by 300 senior citizens, and PLS-SEM was used to evaluate the results. The study examined the moderating influence of place familiarity on senior citizens intentions to use VR technology. The findings show that the attitude and intention to adopt VR technology are influenced by perceived ease of use, perceived enjoyment, perceived usefulness, and immersion. Also, tradition and image barriers play an influencing role in forming a negative attitude toward adopting VR technology for religious tourism.

Fueled by the Internet and artificial intelligence, virtual tourism represents an innovative integration of advanced technologies within the tourism industry. The 360 degree panoramic video has emerged as the most prevalent form of virtual tourism both domestically and internationally, owing to its affordability, ease of use, and mild impact. Nevertheless, the advent and proliferation of virtual reality (VR) has unlocked new opportunities in the tourism sector, as VR offers enhanced immersion and a more authentic user experience. Although VR is already employed in various capacities within the industry, it holds the potential to elevate virtual tourism to unprecedented heights. Diverging from prior research, this study examines virtual tourism as a distinct category of tourism that may materialize in the future. A focus group interview and a survey involving 243 respondents were conducted to gauge individuals’ receptiveness to virtual tourism. Participants responded to questions regarding their travel habits and their perceptions of virtual tourism. Data analysis revealed concerns surrounding the technological aspects of virtual tourism: over 20% of respondents were entirely unfamiliar with VR, and a mere 17% utilized the technology. A larger proportion, nearly 40%, lacked awareness of VR’s application in the tourism industry, and only 11.20% had personal experience with it. Concurrently, the Likert scale indicated that respondents recognized the advantages of virtual tourism in comparison to traditional travel, but they expressed skepticism about the technological advancements. Overall, most respondents displayed curiosity and a willingness to explore virtual tourism. These findings hold significant implications for both theoretical understanding and practical implementation within the tourism industry.

VR (Virtual Reality) makes it possible to use digital technology to drive the development and revitalization of the cultural tourism industry. Aiming at the shortcomings of traditional virtual tourism system such as weak immersion and lack of interaction, this paper designs and produces a Zhuhai virtual tourism system based on RPG. Secondly, this paper analyzes the functional modules of the virtual tourist attraction system. Finally, this paper uses three-dimensional panoramic technology to realize the development of virtual tourist attractions system from four processes: material collection, material stitching, panoramic roaming, and publishing roaming. The system constructs a virtual three-dimensional tourism environment through virtual reality non-contact sensing technology on the basis of the real tourism landscape. Tourists can experience travel in a virtual environment in advance without leaving home, and then plan efficient travel plans.

The study explores the emerging trends, potential impact, and challenges of integrating virtual reality (VR) technology in the tourism industry in India. It examines how VR is being leveraged for destination-based virtual tours, travel service provider experiences, virtual museums and galleries, and VR applications in the hospitality industry. The key driving factors behind the growth of VR in Indian tourism, such as technological developments, consumer trends, and industry shifts, are also analyzed. The paper further discusses the challenges related to cost, accessibility, technical limitations, and content creation that need to be addressed for the widespread adoption of VR in the tourism sector. Finally, it highlights the opportunities VR presents for destination marketing, personalized experiences, and cultural immersion, underscoring its transformative potential in the tourism industry.

This research note aims to highlight the use of virtual reality by travel agencies offering tours for non-travelers. This work examines virtual reality's characteristics and applications in the tourism industry and reviews open-access online information sources to assess the current offerings of travel agencies for non-travelers. Findings suggest that the travel agencies in this study are still in their early stages of offering a low-immersion travel experience without yet providing full-immersion services using VR. However, travel agencies seek to enthuse potential travelers to a specific destination and guarantee the best travel experience, without leaving home. This work argues that virtual travel holds significant potential for growth within travel agencies as an innovative means of supporting individuals who face barriers to physical travel, including, but not limited to, those with disabilities. Additionally, it highlights opportunities for future studies to explore this phenomenon through theoretical frameworks such as Service-Dominant Logic (SDL). However, this research note is just a first step, and further empirical research is needed.

This study investigates the impact of immersive Virtual Reality (VR) on consumer travel intentions. While VR’s potential in treating post-travel depression is acknowledged, its influence on destination marketing remains understudied. Using mental imagery as a theoretical framework, the experiment involved 547 Taiwanese and international students who utilized domestic flights to satisfy their travel cravings. Comparing three nostalgic emotions previews (videos, 360 virtual tours, and VR), to examine varying degrees of immersion. The findings reveal that exposure to VR significantly enhances imagery and strengthens travel intentions among participants. Interestingly, VR’s influence on consumer nostalgic emotions and travel intention through imagery is unaffected by innovativeness, but, rather, is affected by the level of involvement experienced. The study carries implications for destination marketers, providing insights into the potential of immersive VR technology. By understanding its impact on travel intentions and leveraging nostalgic emotions, marketers can tailor strategies to specific consumer segments.

Drawing on media richness theory, this study investigates the effect of rich media, such as virtual reality (VR), on visit intentions for a specific destination. Specifically, this research employs a mixed-method approach, using abductive theorization to explore and confirm the dimensions of the VR visit experience, notably those related to telepresence, a key concept in tourism through VR. Furthermore, the study aims to elucidate how telepresence influences mental imagery, attitudes towards tourist destinations, and actual visit intentions. To do this, qualitative data were gathered between February and June 2022 from 34 semi-structured interviews with respondents who viewed a VR video of the destination. A second study collected quantitative data from 400 participants through face-to-face questionnaires after a VR video view between June and August 2022. The findings reveal that telepresence comprises three dimensions: realism of the virtual environment, immersion, and the sense of presence in the virtual environment. Telepresence, in turn, both directly and indirectly affects actual visit intentions, with mental imagery and attitude toward tourist destinations partially mediating those relationships. This study provides methodological, theoretical, and tourism management implications to enhance our comprehension of telepresence’s facets, its measurement, and the process by which VR influences real visit intentions.

This study aimed to examine and quantify the importance of virtual reality (VR) technology factors on tourists’ behavioral intentions using fuzzy hierarchy analysis (FAHP). Based on the integration of foundational theories, including Presence Theory (Steuer, 1992), Flow Theory (Csikszentmihalyi, 1990), and Customer Experience Theory (Schmitt, 1999), it aimed to determine the influence of VR on tourists’ behavioral intentions through five variables: Presence, Authenticity, Immersion, Focus, and Interaction. The questionnaire was constructed using the FAHP methodology, featuring comparative linguistic variables, and distributed to 15 experts, including tourism professionals, university lecturers, scientists with experience in researching tourist behavior, and representatives of businesses and tourist destinations in Vietnam. The survey data were processed using the FAHP method to determine the weights. Research results indicate that the factor “presence” has the highest weight (BNP = 0.39), playing a leading role in deciding tourists' behavioral intentions. The remaining factors are “authenticity”, “vividness”, “interaction”, and finally “focus”, in order of decreasing weights. Based on these results, the study offers several significant implications for destination managers and businesses developing smart tourism.

ABSTRACT Virtual reality (VR) can enhance a tourist’s travel experience and the effectiveness of destination marketing. Drawing on cognitive appraisal theory, this study developed a theoretical framework that examined VR tourism interaction, immersion, sense of presence in relation to pleasure and arousal, and the effect of these emotional responses on behavioral intention. Our results showed that VR interactivity, immersion, and sense of presence influence users’ emotional responses, however, the interactive experience has no positive effect on arousal, and arousal has no positive effect on behavioral intention. Our study contributes to the development of cognitive appraisal theory and suggests valuable practical recommendations for tourism marketing managers.

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ABSTRACT Virtual reality (VR) is transforming how tourists perceive and connect with destinations, making it essential to evaluate the effectiveness of VR media. This study compares the effectiveness of different virtual tour output devices, i.e. media types - media 1: 2D video on a smartphone; media 2: 360° video on a smartphone; media 3: 360° video with HMD (head-mounted display) - in shaping tourists’ virtual tourism experiences and examines how the media-induced varied levels of perceived interactivity influence tourist intentions. Data collected from 470 Indian tourists shows that media 3 delivers significantly superior virtual tourism experiences. The stimulus-organism-response (S-O-R) framework was tested, and the results showed that perceived interactivity enhances total immersion, imagination, and curiosity. Furthermore, virtual destination emotion has emerged as a strong critical factor driving both virtual and actual visit intentions. The implications highlight VR’s strategic potential to inspire tourists and boost real-world visitations.

This quantitative study attempts to fill a significant gap in the existing body of research regarding Gen Z’s perception of accepting virtual reality (VR) tourism based on the Technological Personal Environmental (TPE) framework. The research model comprises seven latent variables and two moderating factors. A questionnaire was administered online to collect 168 valid responses. The final data sample was then analyzed using Structural Equation Modeling (SEM). The results reveal that social influence, as an environmental factor, is the most prominent predictor of VR tourism acceptance among Gen Z, followed by perceived enjoyment, relative advantage, and perceived immersion, respectively. Conversely, network externalities and perceived ease of use showed no statistically significant impact. Moreover, neither gender nor age moderated the direct effects within the model. These findings highlight the critical role of peer recommendations in influencing Gen Z’s engagement with VR tourism, suggesting that tour operators and VR developers should adopt targeted marketing strategies that harness social media platforms and encourage peer-to-peer sharing. Additionally, promoting the tangible benefits of VR tourism and enhancing immersive experiences can further increase acceptance and foster growth within the industry.

ABSTRACT While research on metaverse (MV) has expanded, the domain of real-time multisensory-social-interactions (RTMSIs) in metaverse-tourism has not been recognized so far in travel, tourism and hospitality marketing. This research note develops a theoretical-framework that recommends nine set of important research propositions in MV-tourism. An extensive literature review was conducted to examine the conceptual developments on virtual reality (VR) and metaverse in tourism, hospitality, marketing and psychology. The proposed framework suggests if RTMSIs in MV, once accessed via VR-headsets can produce more significance for consumers/tourists relating to interaction-based outcomes (e.g. performance/emotions/evaluation) than 2D-internet through intermediate-conditions (e.g. social presence, engagement, immersion and exhaustion). As such, this article recommends theoretical/management implications to offer an important future research agenda on metaverse and consumer research in tourism, hospitality, branding and marketing contexts.

. With the rapid development of science and technology, VR technology has gradually become the new darling of the market. Especially in the field of digital tourism, its unique interactivity and immersion have brought unprecedented changes to the tourism industry. The commercial value of VR virtual reality technology in digital tourism can not be ignored, it not only brings more tourists and income to scenic spots, but also optimizes services and improves brand influence. In the future, with the further development of technology and the changing needs of consumers, the application of VR in digital tourism will be more extensive and in-depth. For the tourism industry, seizing the opportunity of this technological innovation will help it to maintain its leading position in the fierce market competition.

In past few years virtual reality has emerged to become the center of attraction for people. Virtual reality may change the manner in which many of the common things are being used today such as it has already changed the gaming world by introducing virtual games. It provides an environment that is somehow look alike that it is real-world or we can say virtual reality provides a simulated real-world environment to its users. It is very popular technology in the field of gaming, but in this paper we will focus on how virtual reality can be beneficial for traveling, it can bring the feeling of reality and immersion to the user as if he is traveling in actual, but in reality he is only experiencing the tour through VR headset. Virtual tours can be used to increase revenues from market perspective. Samsung gear VR powered by oculus is especially designed for people using android technology and it provides a strong sense of reality (i.e. real world). A headset itself helps to provide the 3D look. Using the gear for virtual tours can be a big milestone in the field of tours and travel, it can help people to have exhilarating experience without visiting that place in real and it can greatly influence the tourist due to its interactive nature. The result of this research will define how gear headset can be used to experience tours and how they can be made enchanting using virtual reality.

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This study aims to investigate how gamification and virtual reality (VR)-enhanced web services can be integrated to influence consumer behavior in the context of tourism e-commerce. A gamified VR-enhanced tourism web system (VRTWS) was designed and developed for this investigation, while a research framework with 12 hypotheses was proposed and empirically tested by adopting PLS-SEM approach to analyze 208 valid data collected from survey. The results reveal that both Enjoyment and Activation in Gamification significantly and positively affected Media Richness. Additionally, Media Richness significantly and positively affected both Usefulness and Ease of Use in using VR technology with gamification. Also, a user’s Perceived Value is not only positively affected by Usefulness and Ease of Use but also Interactivity and Immersion in a gamified VRTWS. Immersion was found to be positively affected by Presence. Through the positive effect on Satisfaction, user’s Perceived Value had positive effect on the Intention toward adoption. The proposed gamified VRTWS and the study results with implications are expected to be referenced by the researchers and practitioners for managing incorporation of gamification into designing, developing, and managing their VR-enhanced service in tourism e-commerce.

Abstract: Virtual reality (VR) has become an important field of academic research investigation, firstly and obviously in relation to its technological aspects. Then, as a marketing tool for promotion and communication purposes. In this context, researchers have mainly focused on analyzing the behavior and appreciation of tourists with respect to this new technology. This article proposes an alternative approach, focusing on the company’s decision-makers, mainly tourism and cultural organizations, who use this technology. This approach seeks to understand how and why VR is integrated into a company's strategy. Methodology: Firstly, we did a literature review and studied a systematic collection of virtual tour offers in Switzerland, which led to the analysis of characteristics of these virtual reality offers. These characteristics consider the different virtual reality systems according to the level of immersion, interactivity, and presence, which made it possible to construct a classification of virtual tour offers in Switzerland. Secondly, a qualitative method was used to conduct twelve semi-structured interviews with companies offering virtual tours of Swiss regions, in order to understand the managerial vision of VR usage and to deepen understanding of the various applications of virtual reality in the context of Swiss tourism. Findings: The analysis revealed that there is a distinction between the different virtual reality systems used in the Swiss tourism sector. Research has shown that non-immersive 360° videos as a marketing tool are no longer of great benefit to tourist destinations. Conversely, immersive virtual tours for promotional purposes at trade fairs and with travel partners are still of interest however are no longer considered a competitive advantage. It is the integration of VR into the in-situ tourism experience which has received a more enthusiastic response but creating fears among tourism stakeholders. Originality/Value: The main argument of this article is that it analyzes the use of VR tools from the point of view of managers of cultural and tourist institutions, and not from the point of view of customers. Furthermore, the article proposes a new structural classification of VR projects in Switzerland and offers practical implications for tourism and cultural organizations, as well as new directions for future studies.

Despite the tremendous amount of academic interest in virtual reality (VR), the existing conceptual models that presented VR attributes as antecedents of users’ acceptance and attitudes, failed to examine the power of VR technologies in promoting the alternative attractiveness of virtual tourism compared to traditional onsite visitation. This is of great significance to the solution of over-tourism issues frequently seen in the today’s tourism destinations, especially world-famous cultural heritage sites. Therefore, the present study fills the literature gap and empirically validates a conceptual framework that shows how visitors’ engagement with VR-enabled tourism activities could lead to an enhanced alternative attractiveness of virtual tourism, and their pro-cultural behaviors. A total of 571 valid responses from US visitors that have adopted VR-enabled tourism activities were collected to confirm the role of four VR attributes, i.e., immersion, vividness, presence, and enjoyment, in motivating users’ engagement behaviors with VR tourism activities. The study findings also testified that visitors who engaged with VR tourism activities are likely to adopt pro-cultural behaviors in the future and assessed the alternative attractiveness of VR tourism against the traditional onsite visitation. The findings will provide valuable implications for policymakers who aspire to preserve the cultural heritage sites while promoting cultural heritage destinations through advanced VR technologies.

This study investigates the relationship between technology quality and consumer behavior in the field of virtual reality tourism. An online survey was conducted with 403 customers in Vietnam, spanning various age groups, who have a passion for travel and have used virtual reality (VR) and augmented reality (AR) technologies in tourism. The research findings indicate that technology quality, including information quality, system quality, and usefulness, positively influences users' perceived value of VR/AR quality. This perceived VR/AR value, in turn, has a positive impact on travel intention. However, privacy concerns were found to negatively affect users' perceived value of VR/AR. The study also examines the role of Explainable Artificial Intelligence (XAI) in positively moderating the relationship between privacy concerns and perceived VR/AR value. An interesting discovery is that XAI helps alleviate users' privacy concerns when experiencing virtual tourism technologies, addressing a limitation that conventional AI has not yet resolved. Several data analysis and validation methods were applied, including reliability testing of the measurement scale (Cronbach's alpha), Exploratory Factor Analysis (EFA), and Confirmatory Factor Analysis (CFA). Hypothesis testing and model evaluation were conducted using Structural Equation Modeling (SEM). Additionally, data analysis was supported by SPSS 26 and AMOS 28 software. The results of the study provide critical insights for technology manufacturers to enhance product quality, enabling users to optimize their virtual tourism experiences. Furthermore, the findings serve as a foundation for businesses leveraging smart tourism technologies to design and implement more effective VR/AR-based tourism products. By doing so, they can attract more tourists to real-world destinations, strengthen their competitive advantage, and promote the sustainable development of the tourism industry. This study highlights the importance of integrating advanced technologies like XAI to address user concerns and improve the adoption and satisfaction of virtual tourism solutions, ultimately contributing to the growth and sustainability of the tourism sector.

Tourism is one of the important sectors for the economy in Indonesia. In addition to being an economic engine, the tourism industry is considered to be able to reduce the unemployment rate. Tourism is one of the keys to the national economy which is expected to be able to increase income through foreign exchange receipts. Data shows that the number of domestic tourist trips based on the number of provinces is the highest, namely East Java.One of the tourism objects that has something to see, something to do, something to buy indicators is the Bandar Grissee tourist destination in Gresik Regency. The Gresik Regency Tourism and Creative Economy, Culture, Youth and Sports Office innovates to increase tourist visits, namely through the concept of Virtual Reality Tourism. This study aims to find out how content quality and system quality have a positive and significant effect on behavioral intentions.The population of this study is visitors to Virtual Reality Tourism Bandar Grissee (Gresik Regency) and the number of samples used in this study is 97 respondents using the purposive sampling method. The data collection method used is through questionnaires. The data analysis in this study is using multiple linear regression analysis using IBM SPSS 25. The results showed that the content quality variable and the system quality variable had a positive and significant effect on behavioral intentions.

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Introduction: Digital technologies such as AR and Virtual exhibitions are changing the art and cultural industry such as museums by impacting visitor engagement and satisfaction. In the UK, the museum sector represents a broad landscape due to the vast number of museums, in which these technologies are implemented to address the challenges of declining visitors and enhancing visitor satisfaction. Objective: This study purported to investigate the impact of AR and Virtual Exhibitions on visitor engagement and satisfaction in UK art museums. Methodology: A cross-sectional research design was employed, collecting data from 155 respondents through a structured questionnaire based on the Technology Acceptance Model (TAM). Results: The results revealed that AR and Virtual exhibitions have a positive impact on visitor engagement and satisfaction though moderated by factors such as technical usability, visitor demographics and museum types. Here, larger museums have more resources which demonstrates greater capacity to adopt digital transformation, while smaller museums may have to face resource constraints. Conclusion: In a nutshell, it can be said that AR and Virtual Exhibitions can enhance museum experiences and foster long-term visitor behaviours such as repeat visits and positive word of mouth. Hence, the hybrid model of museums us critical for museums to combine all the digital and physical experiences for diverse audiences.

This study investigates how digital innovation enhances visitor experience in the Sultanate of Oman, a country with rich in cultural heritage and natural landscapes. It anchored in smart-tourism theory, it evaluates the contribution of digital platforms such as mobile applications, geolocation services, AI chatbots, and augmented reality (AR) to engagement, accessibility, satisfaction, and destination stewardship. We employ a quantitative method with semi-structured survey questionnaires of stakeholders. Quantitative analyses demonstrate associations between technology adoption and outcomes while managing trip purpose and traveler profile. Findings reveal that digital platforms with higher use of digital touchpoints correlate with satisfaction, higher engagement, and productivity. AI chatbots improved good quality of service outside the normal hours; mobile apps enhance accessibility via multilingual, and AR and geolocation significantly increased on-site time, and route efficiency. Furthermore, the evidence suggests that a well- managed digital innovation can improve visitor experience while safeguarding Oman’s cultural and natural assets and supporting national diversification goals. Keywords: Smart Tourism, Visitor Experience, Digital Innovation.

While disruptive technologies such as augmented reality (AR), virtual reality (VR), and mobile apps hold promise for enriching visitor experiences in heritage tourism, their integration necessitates a nuanced approach to ensure the sustainable development of the sector. This study addresses a critical gap in existing research by exploring this specific synergy within Thailand's unique tourism landscape. Through a comprehensive literature review, the study synthesizes existing knowledge on technology integration in heritage tourism, identifying both potential benefits (AR enhancing historical sites) and risks (overreliance on VR and social media's negative impacts). To bridge this gap and navigate these complexities, the research proposes a set of recommendations for a collaborative and sustainable approach. These recommendations prioritize community engagement, environmental consciousness, ongoing research, and collaborative governance. Additionally, they emphasize preserving the authenticity of heritage sites, ensuring technology serves as a tool for cultural preservation, not exploitation. By adopting these recommendations, stakeholders can leverage technology to create a thriving and sustainable heritage tourism sector in Thailand. This ensures both the safeguarding of the nation's rich cultural heritage for future generations and the creation of innovative and enriching experiences for visitors.

This paper explores the integration of artificial intelligence (AI) and smart tourism technologies to address the multifaceted challenges of overtourism in tourist destinations. Overtourism leads to significant environmental degradation, strains local resources, and diminishes visitor satisfaction, ultimately threatening the sustainability of these destinations. Destinations can enhance sustainability and tailor travel experiences by utilizing cutting-edge technologies like the Internet of Things (IoT), augmented reality (AR), virtual reality (VR), and big data analytics. These technologies offer innovative solutions to optimize resource use, enhance visitor engagement, and promote responsible tourism practices. The study underscores the potential of smart tourism technologies to manage tourist flows, reduce environmental impacts, and improve the overall quality of life for local communities. Strategic planning, substantial investment, and collaboration among various stakeholders, including government agencies, local communities, and the private sector, are essential for the successful implementation of these solutions. The findings highlight the critical role of technological innovation in fostering a balanced and sustainable future for tourism, ensuring that destinations can thrive economically while preserving their cultural and natural heritage. This research provides valuable insights for policymakers and tourism managers aiming to mitigate the adverse effects of overtourism through the adoption of AI and smart tourism technologies.

This article examines the marketing of excursion activities within protected natural areas as a multidimensional system that supports environmental education, visitor engagement, and sustainable tourism development. The study highlights the growing importance of strategic marketing tools that help protected area administrations communicate their mission, shape visitor experiences, and strengthen the value of natural heritage. Particular attention is given to audience segmentation, digital communication strategies, territorial branding, and the design of interpretive excursion programs that enhance emotional involvement and knowledge acquisition among visitors. The article explores how innovative approaches—such as virtual and augmented reality routes, interactive interpretation technologies, and gamified learning formats—expand accessibility to natural sites and encourage responsible behavior. Additionally, the research analyzes current trends that influence the evolution of excursion marketing, including the rising demand for authentic ecological experiences, the integration of social media storytelling, and the development of partnerships with local communities, educational institutions, and tourism operators. These collaborations contribute to improving service quality, diversifying the excursion offer, and reinforcing the economic sustainability of protected areas. The article also discusses management strategies aimed at aligning marketing practices with conservation goals, ensuring that promotional activities do not compromise ecological integrity. Emphasis is placed on the need for continuous monitoring of visitor satisfaction, environmental impact assessment, and adaptive planning that considers seasonal dynamics and changing tourist motivations. The findings demonstrate that effective marketing of excursion activities not only increases the visibility of protected areas but also strengthens ecological awareness and supports long-term conservation efforts.

The integration of digital technologies into tourism has opened innovative pathways to enhance visitor engagement, yet limited research explicitly examines the combined use of gamification and augmented reality (AR) in heritage contexts. This study explores the effectiveness of a “play to earn” approach through the Lanna Passport mobile application designed for Chiang Mai Old Town, Thailand. Utilizing AR, gamified challenges, and reward-based incentives, the app guides visitors through 25 key cultural sites, encouraging physical activity and immersive exploration. Evaluations demonstrate significantly increased engagement and satisfaction, particularly among younger demographics. Nonetheless, usability barriers for older users underscore the importance of designing intuitive interfaces. Results emphasize AR and gamification's potential to promote heritage appreciation and sustainability, offering insights for future application development targeted at diverse tourist groups.

This write-up postulates that integration of Artificial Intelligence (AI) offers transformative potential for Nepal’s hospitality and tourism industry, enhancing visitor experiences, improving operational efficiency, and supporting sustainable development. AI-driven tools-such as chatbots, real-time language translation, and predictive analytics-can streamline service delivery while safeguarding the nation’s cultural authenticity and human-centred approach to hospitality. Advanced technologies like virtual reality (VR), augmented reality(AR), and biometric systems further enhance tourist engagement, safety, and decision making. Importantly, AI is not a replacement for human roles but a collaborative force that empowers workers to deliver more personalised and emotionally intelligent services. This synergy between innovation and tradition positions Nepal as a promising leader in AI-augmented tourism. With strategic implementation, Nepal can strengthen its global tourism competitiveness while preserving its unique cultural heritage and values.

This study examines the integration of Human Resources (HR) strategies and marketing innovations to promote sustainable cultural tourism in Quanzhou, China, with a particular focus on preserving the region’s rich cultural heritage while fostering tourism development. The research employs an action-oriented approach, combining literature review, field research, and qualitative data analysis to assess the role of HR practices, such as employee training, talent management, and community engagement, in the tourism sector. The study investigates the potential of emerging technologies like virtual reality (VR) and augmented reality (AR) in enhancing the visitor experience and raising awareness of Quanzhou’s cultural significance. By engaging local businesses, HR professionals, and the community, the research identifies key strategies for balancing tourism growth and cultural preservation. The findings suggest that HR-driven marketing innovations, particularly through technology, can create a more sustainable and engaging tourism environment, benefiting both local communities and visitors. This research contributes valuable insights for policymakers, HR professionals, and tourism operators in Quanzhou, while offering a model for similar applications in other cultural tourism contexts.

Integrating the preservation of cultural heritage with the development of tourism is essential for fostering sustainable economic growth and honoring historical and cultural values. This abstract outlines the pivotal findings from an action research project in an urban setting within the Yangtze River Delta region, emphasizing the role of market innovation and the strategic use of emerging technologies to align cultural heritage conservation with tourism economic growth. The project was approached through a multifaceted methodology, including a literature review, field research, and qualitative data analysis. The research adopted a proactive methodology, harnessing Virtual Reality (VR) and Augmented Reality (AR) to significantly boost visitor engagement and educational enrichment. Integral to the project's strategy was the active inclusion of the community and an educational framework that underscored the collaborative development of knowledge, valuing local perspectives. The implementation of these technologies facilitated immersive experiences, leading to a substantial increase in tourist satisfaction and an enhanced awareness of cultural heritage among residents, suggesting a symbiotic dynamic between preservation efforts and development. Despite the study's regional focus, which presents limitations in the generalizability of the findings, the results underscore the necessity for expanded research. There is a clear need to examine the intricate interplay between technological optimization and conservation strategies within a variety of cultural and geographical contexts. The insights garnered from this study contribute meaningfully to the field of sustainable cultural heritage tourism, suggesting avenues for future exploration and practical application.

This study presents a comprehensive examination of the integration of Geographic Information Systems (GIS), Augmented Reality (AR) and Artificial Intelligence (AI) in tourism promotion in Tanzania. The literature review underscores the significance of these technologies in enhancing visitor experiences, destination management, and marketing strategies. The proposed integrated system design combines GIS's spatial mapping capabilities, AI's personalised recommendations, and AR's immersive content delivery to optimise tourist satisfaction and engagement. Key components include the GIS module for spatial data management, the AI recommendation engine for personalised suggestions, and the AR interface for immersive content overlay. Discussions highlight how the proposed system, by addressing critical challenges in the tourism sector, aligns with existing research findings and reassures its effectiveness. Ultimately, the study emphasises the potential of GIS, AR and AI technologies to revolutionise tourism promotion in Tanzania, fostering sustainable growth and cultural appreciation while enhancing visitor experiences.

The implementation of this activity presents an innovative approach to promote the sustainability of the Javanese batik industry by developing interactive batik designs and fostering human resources in the arts and technopreneurship fields. The research project undertaken in Mantraman Village, Pagelaran, aims to brand Mantraman Village as a unique destination embodying Javanese Cultural Village characteristics. The cutting-edge approach combines age-old batik techniques with the latest in digital augmented reality technology. By doing so, it aims to boost visitor engagement and offer a hands-on experience in the batik design process. This implementation also focuses on fostering human resources in the arts and technopreneurship fields. These educational activities are designed to impart both theoretical knowledge and practical skills, empowering individuals to venture into or further develop their own art-technopreneurial pursuits. Training programs and workshops are conducted to develop participants’ skills and knowledge in batik design, business management, marketing, and related technological aspects. This implementation methodology involves conducting participatory surveys, observations, and interviews with relevant stakeholders, as well as testing and evaluating prototypes of interactive batik design systems. The data collected will be analyzed qualitatively and quantitatively to measure the project’s impact on increasing public interest, improving the quality of batik products, and developing human resources in the arts and technopreneurship fields. The results of the implementation of this activity made a positive contribution through an inventory of interactive batik motif designs with augmented reality technology, contributing to the development of the batik industry in Mantraman Village, Pagelaran Village as an iconic tourism village branding. Through these efforts, the project contributes positively to the sustainable growth of the batik industry and cultural branding of the village. Keywords: interactive, pattern, batik, mantraman village, pagelaran

ABSTRACT Natural world heritage sites as destinations can have multiple orientations, namely cognitive (learning), affective (hedonism), and sustainability (nature). This study investigates how potential visitors can be attracted to such destinations using virtual reality (VR). Using the Sundarbans mangrove forest (Bangladesh) as a case, and adopting customer engagement and TAM as underlying theories, we collect data from 316 subjects to investigate how ease of use, perceived usefulness, and enjoyment of VR experiences affect intention to visit. In doing so, we reveal that psychological, but not behavioural, engagement serves as a mediator in explaining intention to visit in the context of VR.

PurposeDrawing on the stimulus-organism-response (SOR) theory, this study examines the nexus between augmented reality (AR) experiences, emotions and visitors’ attachment. It also explores how visitors’ attachment affects their behaviour towards AR, with consideration of the moderating effect of innovation character.Design/methodology/approachThe study has employed PLS-SEM to analyse 303 responses from tourists who visited the Roman Antonine Baths in Tunisia.FindingsThe results found that AR-related experiences (perceived augmentation and experiential value) positively impact affective responses, which in turn significantly affect attachment to AR. Also, attachment positively influences visitors’ behaviour (proselytism and continuance usage intention). The innovative character did not moderate the link between AR experiences and users’ affective responses.Practical implicationsThe findings offer valuable insights for destination managers, marketers and policymakers on successfully incorporating AR into heritage tourism. Site managers and marketers should prioritize enhancing the quality, interactivity and integration of AR to evoke stronger emotional responses and create more immersive, engaging experiences for visitors at heritage sites.Originality/valueThis study enhances destination marketing literature by developing a model for AR experiences’ impact on heritage tourism, expanding the SOR model to show how AR experiences affect emotions and behaviour at the Antonine Baths in Carthage, Tunisia.

This study examines how virtual reality (VR) and Augmented Reality (AR) could influence museum marketing, with an emphasis on how using both can improve visitors’ engagement, enjoyment and experience. To be more precise, this study explores how using AR/VR influence visitors’ behaviours through engagement, enjoyment and experience through employing both immersion and flow stat. Through such employment, these technologies help to make museums business and marketing more dynamic and appealing. The study collected the primary data from to test the study model and test the study hypotheses. More information will be found about the study main constructs, literature review, methodology and results discussion. The main results indicate that both AR and VR might be used to enhance modernise museum visiting through boosting visitors’ visits and revisits.

Generally speaking, this dissertation delves into how virtual reality (VR) and augmented reality (AR) technologies can be implemented to improve guest engagement in luxury hotels. It seeks to address the challenge of pinpointing their real effectiveness and user experience in the hospitality sector. The research uses a mixed-methods approach, which analyzes guest feedback (qualitative data), engagement level metrics (quantitative data), and in-depth case studies from luxury hotels. These hotels have integrated VR and AR into their operations. The findings, in most cases, suggest that both technologies considerably boost guest interaction, satisfaction, and the emotional connection felt towards the hotel experience. VR, notably, was found to ease immersive pre-visit experiences. AR, on the other hand, enhanced real-time interaction with services and amenities, leading to engagement level increases of about 30%.These results, with some clarification, underscore the potential of VR and AR as transformative tools in the hospitality industry. This suggests that integrating these technologies not only elevates guest experiences but can provide a competitive advantage. This is especially important in an increasingly saturated market. The broader implications of this study reach beyond hospitality and into healthcare. It is here, where similar technologies *may* enhance patient engagement, education, and overall satisfaction. This advocates for application of these technologies in a variety of service-oriented fields. This research, [citeX], contributes valuable insights to understanding emerging technologies and their use in improving customer experience, [extractedKnowledgeX], also promoting further exploration into VR and AR’s transformational impacts across various industries.

This study explores the integration of Augmented Reality (AR) into customer experience (CX) strategies and its impact on consumer ‎engagement. The research aims to understand how AR enhances consumer interactions and engagement across various industries, ‎addressing the gap in existing literature regarding its practical application and long-term effects. A qualitative literature review ‎methodology was employed, systematically analyzing peer-reviewed articles, case studies, and industry reports from the past decade. ‎The data were analyzed using thematic analysis to identify key trends, challenges, and opportunities in AR applications. The findings ‎reveal that AR significantly improves consumer engagement by offering personalized, immersive experiences in sectors such as retail, ‎tourism, healthcare, and education. AR applications like virtual try-ons and interactive city tours were shown to increase customer ‎satisfaction, brand loyalty, and purchase intention. However, challenges such as high implementation costs, technological literacy, and ‎privacy concerns were identified as barriers to widespread adoption. The study contributes to existing knowledge by connecting AR's ‎impact on consumer behavior with theoretical frameworks like the Technology Acceptance Model (TAM) and Elaboration Likelihood ‎Model (ELM). In conclusion, this research highlights the potential of AR to transform customer engagement and experience strategies. ‎It provides valuable insights for businesses looking to integrate AR into their marketing efforts and offers a foundation for future ‎research on the long-term effects of AR on consumer loyalty. Further studies should explore the design of AR applications that are ‎accessible to diverse consumer segments, particularly those with limited technological skills‎.

No abstract available

In 2015, the Walt Disney World Resort rebranded their property’s 40-year-old shopping, dining and entertainment complex into ‘Disney Springs’. Since 1975, the property has served as a mixed-use shopping centre for tourists and locals visiting the 27,000-acre Walt Disney World Resort in Central Florida. Alongside a significant expansion, the name change signalled a new unifying theme for the 120-acre shopping centre taking inspiration from Florida’s past. This article argues the redeveloped aesthetic of Disney Springs leverages a selective interpretation of Florida history to create an immersive experience conveying a layered past and transitioning space over time. Theming deploys multiple architectural styles distinct to different eras of Florida history to chronologically intertwine the themed space into Florida’s past and present. Disney ‘Imagineers’ utilized locally inspired vernacular architecture, design features and a fictionalized historic narrative to present Disney Springs as a repurposed Florida town originally established in 1850. The shopping centre’s manufactured spring marks a fictionalized point of origin surrounded by four districts, referred to as ‘neighborhoods’, representing distinct time periods of Florida’s past. The result places consumers in a portrayal of Florida history as an immersive theme and interweaves Disney Springs’s fictional past into an ordered conception of the state.

ABSTRACT This study examines the impact of novelty and hedonic value on perceived value and intentions to revisit, using Disney's Galactic Starcruiser as a case study. Surveying past customers, participants provided responses measuring novelty, hedonism, perceived value, and revisit intentions. Obtaining permission from three Starcruiser-specific Facebook groups, 290 responses were collected in March 2023 before its closure. Using SPSS 27, incomplete surveys (n = 34) were excluded, and outliers and normality were addressed. Due to non-normality, hedonism data was excluded from regression analysis. Novelty-seeking significantly correlated with perceived value (p < .001, F = 18.002, R square = .067). Participants exhibited high education levels, above-average income, and strong Star Wars and Disney affinity. Despite discontinuation, the findings reveal a dedicated consumer base with potential for future innovations. Additionally, this study focuses on narrative storytelling tourism, prioritising immersive storytelling techniques and role playing to engage visitors in compelling narratives, transporting them into different worlds through vivid storytelling and thematic environments.

This paper presents a methods-focused framework to examine how next-generation connectivity can transform tourism experiences and operations in Dubai, treated as a living laboratory with global transferability. An explanatory sequential mixed-methods design is organized around three pilots: (i) a randomized crossover XR study linking network performance with immersion, usability, accessibility, and safety; (ii) a stepped-wedge precinct trial using privacy-preserving sensors and edge analytics to manage crowding and perceived safety; and (iii) a two-period AB/BA traffic crossover comparing cloud-only vs. edge-assisted fraud detection with permissioned blockchain attestations. All pilots run on a commercial $5 \mathrm{G} / 5 \mathrm{G}$-Advanced testbed with a simulated $\mathbf{6 G}$ slice ($\boldsymbol{\leq} \mathbf{1 0} \text{ms}$ latency, prioritized uplink, improved positioning, MEC) for latency-critical tasks such as XR rendering, real-time translation, and fraud scoring. Analyses use mixed-effects and mediation (XR), Two One-Sided Tests (safety equivalence), difference-in-differences and time-series (precinct flow), and Bayesian estimation with ablations (fraud/trust). The framework maps network indicators to human outcomes (presence, accessibility, safety, trust) and business outcomes (throughput, conversion, fraud-loss), emphasizing edge as the operational backbone, privacy-by-design, and monitorable service-level objectives. By coupling technical orchestration with ethical governance and policy-aligned deployment, the framework supports scalable smart-tourism strategies for Dubai and other global destinations. Results will be reported separately.

Tanah Wuk offers impressive views with the beauty of green valleys, a very calm situation, and rows of hills that complement this beauty. As a place for family recreation, Tanah Wuk provides a large enough yard that can be used as a place for barbecues and playing games with the family. Therefore, with the current development of information technology, one of which is packaging information technology through multimedia, we will increase the promotional media for Tanah Wuk Tourism Objects in Sangeh Village by creating a virtual tour application that aims to introduce Tanah Wuk Tourism Objects to tourists before visiting. Information technology, through this multimedia, is a combination of data, sound, video, audio, animation, graphics, text, and sounds in which the combination of these elements can be presented via a computer. Before being developed, the design needs to be done for this information system, starting with the menu structure design, storyboards, and interface design. System design is very important to ensure that the system built can provide significant added value for the users who use it. The design is carried out starting with data collection, needs analysis, menu structure design, storyboards, and interface design. From the needs analysis, there are two users involved in making this system, namely the admin and the user. For the menu structure, there are four menus in the system: home, profile, virtual tour, and about.

No abstract available