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In recent years, immersive experiences have gained a leading role in cultural and museum tourism. However, not all the benefits of virtual reality as a promotional tool for museum tourism, especially among the younger generation, are being exploited. This paper conducted an experiment in three different immersive scenarios, using the virtual reality headset, the mobile application plus virtual reality glasses and video on a computer screen. The sample contained 157 young people from Gen Z and Millennials. The results have shown that, with higher experience immersion levels, there are higher levels of affective and conative performance in young people. In addition, where there are higher levels of immersive experience, young people with an active cultural profile have an increased affective and conative performance. Likewise, these young people are more proactive with the intention of an actual visit to the museum.
Robaina‐Calderín et al. (2023) studied this question.