2026-10-11T19:34:02Z https://www.scidb.cn/oai

10.57760/sciencedb.37035 2026-05-22T17:24:11Z

2026-05-22 Can virtual tourism trigger real travel desire? The role of AI-assisted immersion in tourist responses doi:10.57760/sciencedb.37035 en This study examines whether virtual tourism experiences can trigger real travel desire among potential tourists. Despite rapid advances in immersive technologies, limited research explains how virtual experiences translate into actual behavioral intentions. Grounded in experiential marketing and technology-mediated interaction theory, this study investigates how immersion shapes tourist responses through perceived experiential value, satisfaction, and visit intention. It further explores the moderating role of AI-assisted interaction in enhancing cognitive and affective engagement. Survey data from 501 respondents in Vietnam were analysed using covariance-based structural equation modelling. Results confirm that immersion significantly drives tourist responses, while AI strengthens these effects. The study extends experiential tourism theory by integrating AI-mediated immersion into intention formation mechanisms. virtual tourism; immersive experience; experiential marketing; AI-assisted interaction; tourist satisfaction; experiential value; visit intention; digital travel experience; virtual environment quality; technology-enhanced tourism Le Nguyen Ngoc Thanh Khuong Thanh Nguyen Nhat Tan Pham PUBLIC https://api.github.com/licenses/apache-2.0 dataset Science Data Bank