| With the rapid development of the information industry and network services,the number of people who are unwilling or unable to go out for a tourism experience is increasing.The physical tourism industry is impacted,and the tourism industry is in urgent need of transformation and upgrading.The metauniverse era has officially come into being,and government departments,scenic spots,hotels and other departments are also laying out their metauniverse projects and products.Virtual tourism can bring tourists a subversive tourism experience change that "they can see the beautiful scenery of the world without leaving home".The application of emerging technologies,such as virtual reality technology,augmented reality technology,and mixed reality technology,can bring new,rich and fully immersive travel experiences to tourists.With the help of virtual devices and applications,travelers can still realize their desire to travel,from world-renowned museums to natural scenery.Taking a comprehensive view of existing research,virtual tourism is restricted by issues such as immersive experience and authenticity perception,which seriously restrict tourists’ interest in the virtual tourism experience.The existing research results mostly focus on application fields and technical aspects at the superficial level,and fail to comprehensively analyze and deconstruct the impact factors and "implicit" mechanism characteristics of the virtual tourism experience.From the perspective of phenomenology and Gestalt psychology,the virtual tourism world is a continuous complex dominated by the subjective world of tourists and constructed by the objective and real tourism world.Virtual tourism experience is the experience of tourists in the whole process of virtual tourism.Virtual tourism experience should not be limited to a certain link or aspect of virtual tourism.The object of the virtual tourism experience includes not only the whole of virtual tourism,but also every virtual tourism link and even the virtual tourism environment.Through reading,combing and summarizing the existing research literature in the virtual field,it is found that the existing research on tourist experience behavior under the background of virtual tourism has the following shortcomings:Firstly,previous research on tourism experience has mostly conducted exploratory research on a certain stage of the tourist experience process,while few scholars have conducted an overall analysis of the entire process of the tourist experience.Research on the entire process of virtual tourism experience has not yet emerged.Secondly,the current domestic and foreign researches have not conducted exploratory research on the attitude and behavior intention of tourists before virtual tourism experience and the mechanism of influence,especially the lack of scientific explanation on the inner mechanism of the behavioral willingness of virtual tourism experiencers;Thirdly,Few scholars discuss the perception of the reality degree of the tourism space situation in the process of virtual tourism experience from the perspective of the interaction between internal and external factors,and lack of in-depth exploration of the factors affecting the virtual tourism space situation in the process of experience;Fourthly,although the study of "revisiting" intention is relatively common in the academic field of tourism,virtual tourism is a relatively new research direction.So far,there is no literature on the factors influencing tourists’ behavioral intention to experience virtual tourism again.Therefore,this study attempts to solve the above problems through three sub-studies,aiming at improving the shortcomings of previous studies.Based on grounded theory,sub-study 1 aimed to explore the influencing factors and influencing mechanism of tourists’ attitudes and behavior intention before virtual tourism experience,and to test the constructed influence mechanism model with empirical analysis.Combined with domestic and foreign research literature on virtual tourism experience intention,this study conducted a detailed coding analysis of 35 in-depth interview text data collected by tourists through the grounded theory research method,and finally built a theoretical model including tourism cognition factors,tourism perception factors,virtual tourism experience type factors,social situation factors and tourists’ experience attitude of virtual tourism experience intention influencing factors.Then statistical analysis was made on the collected 988 questionnaires of tourists’ intention to experience before virtual tourism experience,and an empirical test was conducted on the relationship between various variables in the theoretical model.It was found that tourist cognitive factors,tourist perception factors,virtual tourism experience type factors,social situation factors and experience attitude can significantly affect tourists’ behavioral intention of virtual tourism experience,and tourists’ virtual tourism experience attitude played an intermediary role in the influence of cognitive factors on virtual travel experience behavioral intention.Among the factors influencing tourists’ virtual tourism experience,virtual tourism cognition,tourism value cognition,perceived benefits,tourism immersion,industry development,social norms,experience upgrading,and virtual tourism experience attitude were significantly positively correlated with tourists’ virtual tourism experience,while tourists’ risk perception was significantly negatively correlated with their intention to experience virtual tourism.Sub-study 2 aimed to find out the factors influencing tourists’ comfort perception and their relationships in the process of virtual tourism experience through grounded theory and microclimate simulation experiments.The research was supported by grounded theory,the theory of tourism experience embodied,the stress theory of environmental psychology and the theories related to experimental physiology.Firstly,a semi-structured interview analysis was conducted on 26 tourists,and a mechanism model of the influence of tourists’perception of the reality degree of virtual tourism space situation was constructed by using the qualitative research method of grounded theory.Then the research method of laboratory experiment was adopted.Different types of virtual tourism space scenarios were presented through VR laboratory technology,and the temperature,wind speed,humidity,and illumination in the scene were controlled by the tourism simulation microclimate cabin to maximize the simulation of the most real tourism experience environment.A total of 180 subjects were recruited for the experiment,and physiological indicators such as blood oxygen,pulse rate,blood pressure,heart rate and respiratory rate were monitored during the experiment.After the experience,questionnaires about thermal sensation and comfort indexes of virtual tourism were filled in and data were statistically analyzed,to explore the influence factors of physical and psychological stimuli of virtual tourism space on tourists’ reality perception.It was found that the virtual tourism space context(temperature context,visual context and auditory context)in the process of tourists’ virtual tourism experience affected tourists’ thermal response(thermal sensation and human physiological indicators),and the interaction between the two further affected tourists’ comfort perception in the process of experience.Sub-study 3 took the virtual tourism experience product of "Panoramic Forbidden City" as the research object,aiming to build a relationship model of tourists’ behavioral intention to experience again and influencing factors after virtual tourism experience.From the perspective of tourists’ experience,through combing the existing research literature,the study found that tourists’ willingness to experience virtual tourism again consists of six factors:tourists’ virtual tourism experience authenticity,virtual tourism experience satisfaction,virtual tourism experience perceived value,virtual tourism product conversion cost,virtual tourism product perceived trust,virtual tourism experience behavior loyalty.Through the questionnaire survey and data analysis of 340 virtual tourists in the "Panorama Palace Museum",it is found that the perceived value of virtual tourism experience,the perceived trust of virtual tourism products,the satisfaction of virtual tourism experience,the authenticity of virtual tourism experience and the conversion cost of virtual tourism products are significantly related to the loyalty of tourists’ virtual tourism experience behavior and the willingness to experience again.There is a significant positive correlation between loyalty to virtual tourism experience behavior and willingness to experience again.The virtual tourism experience is the core of virtual tourism,and is the integration of conscious thoughts and feelings of virtual tourism scenes.Virtual tourism experience is a complex process of tourists’ psychological,social and cognitive interaction.This study draws on relevant research results such as social construction theory,emotional control theory,and spatial context theory to analyze and identify the influencing factors of tourists’ virtual tourism experience at different stages of experience from the perspectives of subjectivity,process,emotion,and dynamics of tourists’ virtual tourism experience.This study empirically tests the impact of various structural factors.It is an immersive experience of physical and mental integration that tourists in the virtual tourism world perceive when they deeply integrate with the virtual tourism space situation.The innovations and theoretical contributions of this paper are mainly reflected in the following three aspects:Firstly,it is helpful to construct a comprehensive,multi-level,and three-dimensional virtual tourism experience behavioral willingness impact mechanism system.From the perspective of tourists’ virtual tourism experience,this study uses grounded theory to objectively and comprehensively analyze the main factors that affect tourists’ behavioral willingness to engage in virtual tourism experience,complementing the limitations of tourists’ virtual tourism experience research,and is committed to improving the model research on tourists’ behavioral willingness and mechanism of virtual tourism experience;Secondly,it is helpful to enrich and expand the research on the experimental level of tourists’ spatial situational awareness.This research innovatively utilizes laboratory technology to explore the research on immersive perception and realistic perception of virtual tourism experience space situations.Through virtual reality technology,virtual tourism space situational scenes are created,and the virtual tourism experience environment is simulated to the maximum extent using the tourism simulation microclimate module,providing experimental support for the research on immersive perception and realistic perception of virtual tourism space situations for tourists;Thirdly,it is helpful to improve the research on tourists’ virtual tourism re-experience behavioral willingness and experience loyalty.This study conducted a pioneering study on the behavioral willingness and product experience loyalty of virtual tourism through an in-depth analysis of the influencing factors of tourists’ virtual tourism re-experience behavior willingness and experience loyalty,providing theoretical support for future research on virtual tourism experience re-visit to hospitals;Fourthly,it is helpful to deconstruct and analyze the various structural elements that contribute to tourists’ experiential behavior at different stages of the virtual tourism experience.Based on the subjective construction perspective of tourists’ virtual tourism experience,this study constructs a theoretical model of the influencing factors of tourists’virtual tourism experience behavior at different stages of experience,taking "emotional"and "process" as the main lines of research,and identifies and empirically validates the structural elements of each stage of virtual tourism experience from both theoretical and empirical perspectives,It is of great significance to enrich and expand the theoretical boundaries of virtual tourism experience research. |
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