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September 10, 2025International Journal of Tourism Research

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

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Authors

NSNeena SinhaGKGarima KapoorNKNikita Kataria

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Overview

This research examines how virtual reality influences flow and engagement in cultural tourism, suggesting it enhances visitor intention.

Key Points

  • Enhanced customer engagement was observed as emotionally arousing VR content positively influenced visit intention.
  • Significantly, diverse perspectives on VR's role in flow and engagement emerged with positive psychological outcomes.
  • An analytical approach using PLS-SEM and FIMIX-PLS helped understand unobserved heterogeneity in responses.
  • The study provides marketing strategies to deepen VR-driven customer engagement in cultural and heritage tourism.

Cite This Study

Sinha et al. (2025) studied this question.

synapsesocial.com/papers/68c1a26154b1d3bfb60dd572https://doi.org/10.1002/jtr.70094
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