Customer Engagement in Virtual Tourism: Embracing Immersive Experience of Culture and Heritage

IF 5.7 3区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Tourism Research Pub Date : 2025-07-30 DOI:10.1002/jtr.70094

Neena Sinha, Garima Kapoor, Nikita Kataria

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引用次数: 0

Abstract

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.

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虚拟旅游中的顾客参与：拥抱文化和遗产的沉浸式体验

本研究运用积极心理学的观点，探讨虚拟现实（VR）前因如何影响文化遗产旅游中的心流状态，从而提高顾客参与度和访问意愿。本研究通过目的抽样，使用PLS-SEM和FIMIX-PLS检验未观察到的异质性。研究结果强调了情感激发和真实内容在文化遗产目的地虚拟旅游中的重要性，通过积极心理学原理培养沉浸式体验。该研究强调了VR对流量、参与度和访问意图的不同影响。以积极心理学为基础的虚拟现实视觉效果和现实体验可以唤起积极的情绪，并鼓励重复访问。该研究为营销人员提供了策略，以加深参与并了解使用VR的积极心理结果。从理论上讲，它通过强调流量和参与在丰富虚拟旅游体验中的作用来加强积极心理学。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Tourism Research HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

9.00

自引率

4.30%

发文量

期刊介绍： International Journal of Tourism Research promotes and enhances research developments in the field of tourism. The journal provides an international platform for debate and dissemination of research findings whilst also facilitating the discussion of new research areas and techniques. IJTR continues to add a vibrant and exciting channel for those interested in tourism and hospitality research developments. The scope of the journal is international and welcomes research that makes original contributions to theories and methodologies. It continues to publish high quality research papers in any area of tourism, including empirical papers on tourism issues. The journal welcomes submissions based upon both primary research and reviews including papers in areas that may not directly be tourism based but concern a topic that is of interest to researchers in the field of tourism, such as economics, marketing, sociology and statistics. All papers are subject to strict double-blind (or triple-blind) peer review by the international research community.