What does this research mean for the field?

In immersive digital exhibitions, visitor experiential states of immersion, escapism, and enjoyment activate cognitive information processing, which subsequently enhances positive attitudes, willingness to pay, and word-of-mouth, with pre-show information further amplifying these effects. Novelty: ClaimNovelty.NOVEL_FINDING. Consensus alignment: ConsensusAlignment.ESTABLISHES_NEW_DIRECTION.

What question did this study set out to answer?

To examine how visitor experiential states activate cognitive processing to drive positive attitudes and behaviors in immersive digital exhibitions, and to evaluate the moderating effect of pre-show information.

August 19, 2026Journal of Hospitality and Tourism Horizons

A new pathway to explore visitors' experiential states in immersive digital exhibitions

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To examine how visitor experiential states activate cognitive processing to drive positive attitudes and behaviors in immersive digital exhibitions, and to evaluate the moderating effect of pre-show information.
Surveyed participants (N=354) who visited immersive digital exhibitions within the past year.
Applied structural equation modeling (SEM) grounded in cognitive appraisal theory to test direct and indirect relationships.
Conducted multi-group analysis to evaluate the moderating impact of pre-show information and prior knowledge.
Immersion, escapism, and enjoyment significantly activated cognitive information processing.
Enhanced cognitive processing significantly increased positive attitudes, willingness to pay, and word-of-mouth intentions.
Pre-show information and prior knowledge positively moderated the formation of visitor attitudes toward exhibitions.

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Implication

Structural equation modeling demonstrates that immersive experiential states enhance cognitive processing and visitor engagement, highlighting key drivers for exhibition design.

Cite This Study

Juhee Kang (2026) studied this question.

synapsesocial.com/papers/6a85637603308d306e2d6ae4 https://doi.org/10.1108/jhth-02-2026-0026

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Implication

Structural equation modeling demonstrates that immersive experiential states enhance cognitive processing and visitor engagement, highlighting key drivers for exhibition design.

A new pathway to explore visitors' experiential states in immersive digital exhibitions

Key Points

Discussion

Implication

Cite This Study

A new pathway to explore visitors' experiential states in immersive digital exhibitions

Key Points

Discussion

Implication

Cite This Study

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