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

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

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.

Sinha et al. (2025) studied this question.

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