近年來由於虛擬、科技、人工智慧等高科技發展的進步，擴增實境正在觀光旅遊領域迅速發展，因現今遊客訴求已從走馬看花變成深度旅遊，此技術也在各大領域提供更多之創新應用，而其中 AR、VR等技術，更為發展中的重點題項。儘管許多研究開始著手調查擴增實境的前因，但仍處於起步階段，為使遊客體驗的感受，能由感官的刺激加深到更高層級的生心理層面，高科技輔助儼然成為不可或缺之要素。
本研究針對為參與過相關沉浸式體驗的遊客進行測試，透過問卷探討遊客體驗，並根據刺激-有機體-反應模型(S-O-R模型) ，企圖了解沉浸式體驗中難忘體驗之形成因素。研究模型包含刺激—生動性，透過有機體影響—難忘性、臨場感及感知酷，最後反應—滿意度、體驗價值及行為意圖，期能為沉浸式體驗提出另一種觀點。
本研究以參與參與沉浸式體驗遊客為研究對象，透過結構式量表蒐集數據，共回收666份有效問卷，並敘述性統計分析、差異性分析、驗證性因素分析、結構方程模式等研究方法。研究結果指出生動性對難忘性、臨場感及感知酷；難忘性會受到感官及生動性所影響；難忘性、臨場感及感知酷對滿意度、行為意圖及體驗價值皆具顯著正向關係；滿意度、行為意圖及體驗價值會受到難忘性、臨場感及感知酷所影響且新奇感追求較高的遊客，對沉浸式體驗具有顯著正向關係。

In recent years, due to the advancement of high-tech developments such as virtualization, technology, and artificial intelligence, augmented reality is developing rapidly in the field of tourism. Because today's tourists' demands have changed from browsing to in-depth tourism, this technology also provides more in various major fields. Innovative applications, among which AR, VR and other technologies are more key projects in development. Although many studies have begun to investigate the antecedents of augmented reality, they are still in their infancy. In order to deepen the feelings experienced by tourists from sensory stimulation to a higher level of physiological and psychological levels, high-tech assistance has become indispensable. of elements. This study conducts tests on tourists who have participated in related new technology experiences, explores tourist experiences through questionnaires, and attempts to understand the factors that form unforgettable experiences in immersive experiences based on the stimulus-organism-response model (S-O-R model). The research model includes stimulation-sensory and vividness, through organic influence-memorability, presence and perceived coolness, and final response-satisfaction, experience value and behavioral intention. In this study, 666 valid questionnaires were collected through a structured scale to collect data from tourists participating in immersive experiences. The research methods include descriptive statistical analysis, difference analysis, confirmatory factor analysis, and structural equation modeling. The results indicated that sensation and vividness have a positive effect on forgetfulness, presence and perceived coolness; forgetfulness is affected by sensation and vividness; forgetfulness, presence and perceived coolness have a significant positive relationship on satisfaction, behavioral intention and experiential value; satisfaction, behavioral intention and experiential value are affected by forgetfulness, presence and perceived coolness; and tourists who have a higher degree of novelty have a significant positive relationship on immersive experiences. The positive relationship for immersive experience is significant.

Adams, W. M. (2004). Future Nature: a vision for conservation. Routledge.
Agapito, D., Mendes, J., & Valle, P. (2013). Exploring the conceptualization of the senS-O-Ry dimension of tourist experiences. Journal of destination marketing & management, 2(2), 62-73.
Ahn, H., & Park, E. (2022). Determinants of consumer acceptance of mobile healthcare devices: An application of the concepts of technology acceptance and coolness. Telematics and Informatics, 70, 101810.
Ali, F., Ryu, K., & Hussain, K. (2016). Influence of experiences on memories, satisfaction and behavioral intentions: A study of creative tourism. Journal of Travel & Tourism Marketing, 33(1), 85-100.
Alpert, M. I., Alpert, J. I., & Maltz, E. N. (2005). Purchase occasion influence on the role of music in advertising. Journal of business research, 58(3), 369-376.
Auvray, M., & Spence, C. (2008). The multisenS-O-Ry perception of flavor. Consciousness and cognition, 17(3), 1016-1031.
Ballantyne, R., & Packer, J. (2011). Using tourism free‐choice learning experiences to promote environmentally sustainable behaviour: the role of post‐visit ‘action resources’. Environmental Education Research, 17(2), 201-215.
Berger, J., & Heath, C. (2008). Who drives divergence? Identity signaling, outgroup dissimilarity, and the abandonment of cultural tastes. Journal of personality and social psychology, 95(3), 593.
Belfi, A. M., Karlan, B., & Tranel, D. (2016). Music evokes vivid autobiographical memories. Memory, 24(7), 979-989.
Bennett, D. H., Matos, G., Anaza, N. A., Ruvalcaba, C., & Hamilton, M. (2023). Is this real life? Is it just fantasy? The development and validation of a media-evoked fantasy scale. Journal of Consumer Marketing, 40(3), 261-272.
Belfi, A. M., Vessel, E. A., Brielmann, A., Isik, A. I., Chatterjee, A., Leder, H., ... & Starr, G. G. (2019). Dynamics of aesthetic experience are reflected in the default-mode network. NeuroImage, 188, 584-597.
Belfi, A. M., Karlan, B., & Tranel, D. (2016). Music evokes vivid autobiographical memories. Memory, 24(7), 979-989.
Belk, R.W. (2006) Cool shoes, cool self, In: Dahlberg, A. M.: (ed.), Eyes Just for Shoes, Stockholm, Swedish Royal Armoury, 77-90
Belk, R. W., Tian, K., & Paavola, H. (2010). Consuming cool: Behind the unemotional mask. In Research in consumer behavior (pp. 183-208). Emerald Group Publishing Limited.
Bell, P. A., & Baron, R. A. (1977). Aggression and ambient temperature: The facilitating and inhibiting effects of hot and cold environments. Bulletin of the Psychonomic Society, 9(6), 443-445.
Bingaman, K.A. (2020), “Religious and spiritual experience in the digital age: unprecedented evolutionary forces”, Pastoral Psychology, Vol. 69 No. 4, pp. 291-305.
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of marketing, 56(2), 57-71.
Bowman, D. A., & McMahan, R. P. (2007). Virtual reality: how much immersion is enough?. Computer, 40(7), 36-43.
Brown, E., & Cairns, P. (2004, April). A grounded investigation of game immersion. In CHI'04 extended abstracts on Human factors in computing systems (pp. 1297-1300).
Buck, L., & Axel, R. (1991). A novel multigene family may encode odorant receptors: a molecular basis for odor recognition. Cell, 65(1), 175-187.
Byrne, B. M. (2016). Adaptation of assessment scales in cross-national research: Issues, guidelines, and caveats. International Perspectives in Psychology, 5(1), 51-65.
Cacciamani, L., & Goldstein, B. (2021). Sensation and perception.
Coyle, J.R. and Thorson, E. (2001), “The effects of progressive levels of interactivity and vividness in web marketing sites”, Journal of Advertising , Vol. 30 No. 3, pp. 65-77.
Chen, C. F., & VG, G. (2023). Antecedents and outcomes of use experience of airport service robot: The stimulus-organism-response (SOR) framework. Journal of Vacation Marketing, 29(4), 570-583.
Cheng, M., & Edwards, D. (2015). Social media in tourism: a visual analytic approach. Current Issues in Tourism, 18(11), 1080-1087.
Cheong, R. (1995). The virtual threat to travel and tourism. Tourism management, 16(6), 417-422.
Cho, C. H. (1999). How advertising works on the WWW: Modified elaboration likelihood model. Journal of Current Issues & Research in Advertising, 21(1), 34-50.
Chiu, W., Zeng, S., & Cheng, P. S. T. (2016). The influence of destination image and tourist satisfaction on tourist loyalty: a case study of Chinese tourists in Korea. International Journal of Culture, Tourism and Hospitality Research, 10(2), 223- 234
Chung, N., Lee, H., Kim, J.-Y., & Koo, C. (2018). The role of augmented reality for experience-influenced environments: The case of cultural heritage tourism in Korea. Journal of travel research, 57(5), 627-643.
Classen, C., Speed, L., O’Meara, C., San Roque, L., & Majid, A. (2019). Words of sense. Perception metaphors, 19, 17.
Coyle, J. R., & Thorson, E. (2001). The effects of progressive levels of interactivity and vividness in web marketing sites. Journal of advertising, 30(3), 65-77.
Deci, E. L., & Ryan, R. M. (2008). Hedonia, eudaimonia, and well-being: An introduction. Journal of happiness studies, 9, 1-11.
DarNimrod I, Ganesan A, MacCann C. Coolness as a trait and its relations to the Big Five, self-esteem, social desirability,and action orientation[J]. Personality and Individual Differences，2018, 121（2）: 1-6.
Danesi, M. (1994). Cool: The signs and meanings of adolescence. University of Toronto Press.
De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of interactive marketing, 26(2), 83-91.
Diemer, J., Alpers, G. W., Peperkorn, H. M., Shiban, Y., & Mühlberger, A. (2015). The impact of perception and presence on emotional reactions: a review of research in virtual reality. Frontiers in psychology, 6, 26.
Dionísio, M., Teixeira, D., Shen, P., Dinis, M., Chen, M., Nunes, N., ... & Paiva, J. (2013).
Ding, H. M., & Hung, K. P. (2021). The antecedents of visitors' flow experience and its influence on memory and behavioral intentions in the music festival context. Journal of Destination Marketing & Management, 19, 100551.
Dubois, D., & Rouby, C. (2002). Names and categories for odors: The veridical label. Olfaction, taste and cognition, 10, 47-66.
Elvekrok, I., & Gulbrandsøy, P. (2022). Creating positive memory in staged experiences through sensory tools. Current Issues in Tourism, 25(14), 2239-2252.
Echtner, C. M., & Ritchie, J. B. (1993). The measurement of destination image: An empirical assessment. Journal of travel research, 31(4), 3-13.
Erenkol, A. D., & Merve, A. K. (2015). SenS-O-Ry marketing. Journal of Administrative Sciences and Policy Studies, 3(1), 1-26.
Eat&Travel: a new immersive dining experience for restaurants. In Advances in Computer Entertainment: 10th International Conference, ACE 2013, Boekelo, The Netherlands, November 12-15, 2013. Proceedings 10 (pp. 532-535). Springer International Publishing.
Exploration of Contributing Factors for Teens. PsychNology Journal, 10(2).
Faison, E. W. (1977). The neglected variety drive: A useful concept for consumer behavior. Journal of consumer research, 172-175.
Filep, S., & Pearce, P. (2013). Introducing tourist experience and fulfilment research. In Tourist Experience and Fulfilment (pp. 1-14). Routledge.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Fortin, D. R., & Dholakia, R. R. (2005). Interactivity and vividness effects on social presence and involvement with a web-based advertisement. Journal of business research, 58(3), 387-396.
Fu, M., Tian, J., Zhu, Y., Tian, Y., Zhao, Z., & Li, J. (2017). Identification of functional zones and methods of target management in Sanjiangyuan National Park. Biodiversity Science, 25(1), 71.
Gallo, I. (2013). The processing and evaluation of experiences. University of California, Los Angeles.
Gartner, W. C. (1994). Image formation process. Journal of travel & tourism marketing, 2(2-3), 191-216.
Gerber, J. P., & Geiman, C. (2012). Measuring the existence of cool using an extended Social Relations Model. PsychNology Journal, 10(2).
Gobe, M. 2001. Emotional branding: The new paradigm for connecting brands to people. New York: Allworth Press.
Gössling, S., Hall, C. M., & Weaver, D. B. (2009). Sustainable tourism futures: Perspectives on systems, restructuring and innovations. In Sustainable tourism futures (pp. 1-16). Routledge.
Goldstein, E. B., & Cacciamani, L. (2021). Sensation and perception: Cengage Learning.
Gorin, A. L., Levinson, S. E., Miller, L. G., Gertner, A. N., Ljolje, A., & Goldman, E. R. (1990, April). On adaptive acquisition of language. In International Conference on Acoustics, Speech, and Signal Processing (pp. 601-604). IEEE.
Guttentag, D. A. (2010). Virtual reality: Applications and implications for tourism. Tourism management, 31(5), 637-651.
Guzel, O., & Dortyol, T. (2016). Exploring the multi-senS-O-Ry based memorable tourism experiences: A study of Adam&Eve hotel in Turkey. Journal of Marketing and Consumer Behaviour in Emerging Markets, (2 (4)), 28-39.
Haggis-Burridge, M. (2020). Four categories for meaningful discussion of immersion in video games. Published on Researchgate.
Hancock, G. R., & Nevitt, J. (1999). Bootstrapping and the identification of exogenous latent variables within structural equation models. Structural Equation Modeling: A Multidisciplinary Journal, 6(4), 394-399.
Hansen, A. H., & Mossberg, L. (2013). Consumer immersion: A key to extraordinary experiences. In Handbook on the experience economy (pp. 209-227). Edward Elgar Publishing.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24.
Han, D. I. D., Melissen, F., & Haggis-Burridge, M. (2024). Immersive experience framework: a Delphi approach. Behaviour & information technology, 43(4), 623-639.
Haywood, N., & Cairns, P. (2006). Engagement with an interactive museum exhibit. In People and computers XIX—The bigger picture: Proceedings of HCI 2005 (pp. 113-129). Springer London.
Hoch, S. J., & Deighton, J. (1989). Managing what consumers learn from experience. Journal of marketing, 53(2), 1-20.
Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior. New York, 63, 145.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140.
Holley, A. (2002). Cognitive aspects of olfaction in perfumer practice. Olfaction, taste and cognition, 16-26.
Homburg, C., Schwemmle, M., & Kuehnl, C. (2015). New product design: Concept, measurement, and consequences. Journal of marketing, 79(3), 41-56.
Huang, C. D., Goo, J., Nam, K., & Yoo, C. W. (2017). Smart tourism technologies in travel planning: The role of exploration and exploitation. Information & Management, 54(6), 757-770.
Hult, G. T. M., Morgeson III, F. V., Sharma, U., & Fornell, C. (2022). Customer satisfaction and international business: A multidisciplinary review and avenues for research. Journal of International Business Studies, 53(8), 1695-1733.
Ibarretxe-Antuñano, I. (2019). Towards a semantic typological classification of motion ideophones. Ideophones, mimetics and expressives (Iconicity in Language and Literature 16), 137-166.
Im, S., Bhat, S., & Lee, Y. (2015). Consumer perceptions of product creativity, coolness, value and attitude. Journal of Business Research, 68(1), 166-172.
Jani, D., & Han, H. (2015). Influence of environmental stimuli on hotel customer emotional loyalty response: Testing the moderating effect of the big five personality factors. International journal of hospitality management, 44, 48-57.
Janata, P., Tomic, S. T., & Rakowski, S. K. (2007). Characterisation of music-evoked autobiographical memories. Memory, 15(8), 845-860.
Jang, H. W., & Lee, S. B. (2019). Applying effective sensory marketing to sustainable coffee shop business management. Sustainability, 11(22), 6430.
Jung, T., tom Dieck, M. C., Lee, H., & Chung, N. (2016). Effects of virtual reality and augmented reality on visitor experiences in museum. In Information and Communication Technologies in Tourism 2016: Proceedings of the International Conference in Bilbao, Spain, February 2-5, 2016 (pp. 621-635). Springer International Publishing.
Jennett, C., Cox, A. L., Cairns, P., Dhoparee, S., Epps, A., Tijs, T., & Walton, A. (2008). Measuring and defining the experience of immersion in games. International journal of human-computer studies, 66(9), 641-661.
Ibarretxe-Antuñano, I. (2019). Perception metaphors in cognitive linguistics. Perception metaphors, 19, 43.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
Kahraman, O. C., & Cifci, I. (2023). Modeling self-identification, memorable tourism experience, overall satisfaction and destination loyalty: Empirical evidence from small island destinations. Journal of Hospitality and Tourism Insights, 6(2), 1001-1023.
Kelly, J. R. (1987). Freedom to be: A new sociology of leisure. New York: MacMillan publishing company.
Kim, S. (2010). Extraordinary experience: Re-enacting and photographing at screen tourism locations. Tourism and Hospitality Planning & Development, 7(1), 59-75.
Kim, M. J., Lee, C. K., & Jung, T. (2020). Exploring consumer behavior in virtual reality tourism using an extended stimulus-organism-response model. Journal of travel research, 59(1), 69-89.
Kim, J. H., Ritchie, J. B., & McCormick, B. (2012). Development of a scale to measure memorable tourism experiences. (1), 12-25.
Kim, M., & Thapa, B. (2018). Perceived value and flow experience: Application in a nature-based tourism context. Journal of destination marketing & management, 8, 373-384.
Kim, J., & Fesenmaier, D. R. (2017). Measuring human senses and the touristic experience: Methods and applications. Analytics in smart tourism design: concepts and methods, 47-63.
Kim, Y., & Han, H. (2010). Intention to pay conventional-hotel prices at a green hotel–a modification of the theory of planned behavior. Journal of Sustainable Tourism, 18(8), 997-1014.
Kim, M. J., Lee, C. K., & Jung, T. (2020). Exploring consumer behavior in virtual reality tourism using an extended stimulus-organism-response model. Journal of travel research, 59(1), 69-89.
Kirillova, K., Lehto, X., & Cai, L. (2017). Tourism and existential transformation: An empirical investigation. Journal of Travel Research, 56(5), 638-650.
Köster, E. P. (2002). The specific characteristics of the sense of smell. Olfaction, taste and cognition, 27-43.
Krishna, A. (2012). An integrative review of senS-O-Ry marketing: Engaging the senses to affect perception, judgment and behavior. Journal of consumer psychology, 22(3), 332-351.
Larsen, S. (2007). Aspects of a psychology of the tourist experience. Scandinavian Journal of Hospitality and Tourism, 7(1), 7-18.
Le, C. C. (2016). A formative model of the relationship between destination quality, tourist satisfaction and intentional loyalty: An empirical test in Vietnam. Journal of Hospitality and Tourism Management, 26, 50-62.
Lee, T. H., & Crompton, J. (1992). Measuring novelty seeking in tourism. Annals of tourism research, 19(4), 732-751.
Lengieza, M. L., Hunt, C. A., & Swim, J. K. (2019). Measuring eudaimonic travel experiences. Annals of Tourism Research, 74(C), 195-197.
Lessiter, J., Freeman, J., Keogh, E., & Davidoff, J. (2001). A cross-media presence questionnaire: The ITC-Sense of Presence Inventory. Presence: teleoperators & virtual environments, 10(3), 282-297.
Leue, M. C., Jung, T., & tom Dieck, D. (2015). Google glass augmented reality: Generic learning outcomes for art galleries. In Information and Communication Technologies in Tourism 2015: Proceedings of the International Conference in Lugano, Switzerland, February 3-6, 2015 (pp. 463-476). Springer International Publishing.
Leung, W. F., & Leung, W. F. (2019). Cool, creative, but not so equal. Digital entrepreneurship, gender and intersectionality: An East Asian perspective, 161-196.
Lindström, M., & Kotler, P. (2005). Brand sense: build powerful brands through touch, taste, smell, sight, and sound. Free Pr.
Lin, I. Y., & Mattila, A. S. (2010). Restaurant servicescape, service encounter, and perceived congruency on customers' emotions and satisfaction. Journal of hospitality marketing & management, 19(8), 819-841.
Liu, Y., & Shrum, L. J. (2002). What is interactivity and is it always such a good thing? Implications of definition, person, and situation for the influence of interactivity on advertising effectiveness. Journal of advertising, 31(4), 53-64.
Liu, S. Q., & Mattila, A. S. (2019). Apple Pay: Coolness and embarrassment in the service encounter. International Journal of Hospitality Management, 78, 268-275.
Liu, C. R., Wang, Y. C., Kuo, T. M., Chen, H., & Tsui, C. H. (2022). Memorable dining experiences with five senses: Conceptualization and scale development. Journal of Hospitality and Tourism Management, 53, 198-207.
Liwei, L. (2012, December). Applications of computer virtual reality technology in modern sports. In 2012 Fourth International Symposium on Information Science and Engineering (pp. 358-361). IEEE.
Lohtia, R., Donthu, N., & Hershberger, E. K. (2003). The impact of content and design elements on banner advertising click-through rates. Journal of advertising Research, 43(4), 410-418.
Loureiro, S. M. C., Guerreiro, J., Eloy, S., Langaro, D., & Panchapakesan, P. (2019). Understanding the use of Virtual Reality in Marketing: A text mining-based review. Journal of Business Research, 100, 514-530.
Loureiro, S. M. C., Guerreiro, J., & Ali, F. (2020). 20 years of research on virtual reality and augmented reality in tourism context: A text-mining approach. Tourism management, 77, 104028.
Luoma-Aho, V., Pirttimäki, T., Maity, D., Munnukka, J., & Reinikainen, H. (2021). Primed authenticity: How priming impacts authenticity perception of social media influencers. In Social Media Influencers in Strategic Communication (pp. 119-132). Routledge.
Luarn, P., Lin, Y. F., & Chiu, Y. P. (2015). Influence of Facebook brand-page posts on online engagement. Online Information Review, 39(4), 505-519.
Majid, A., & Burenhult, N. (2014). Odors are expressible in language, as long as you speak the right language. Cognition, 130(2), 266-270.
Mamonov, S., & Koufaris, M. (2020). It’s cool! analysis of factors that influence smart thermostat adoption intention.
Marschall, S. (2012). Tourism and memory. Annals of Tourism Research, 39(4), 2216- 2219.
McCool, S. F. (2006). Managing for visitor experiences in protected areas: promising opportunities and fundamental challenges. Parks, 16(2), 3-9.
McCrickard, D. S., Barksdale, J., & Doswell, F. (2012). Understanding Cool: An Analytic
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology: the MIT Press.
Messaris, P. (1997). Visual persuasion: The role of images in advertising. Sage.
Mohiuddin, K. G. B., Gordon, R., Magee, C., & Lee, J. K. (2016). A conceptual framework of cool for social marketing. Journal of Social Marketing, 6(2), 121-143.
Montagu, A. (1986). Humans and other animals: a biological and ethical perspective. In Advances in Animal Welfare Science 1986/87 (pp. 165-177). Dordrecht: Springer Netherlands.
Moorhouse, G. V. (2022). Natural user experience in tertiary driver-car interactions.
Muniz Jr, A. M., & O'guinn, T. C. (2001). Brand community. Journal of consumer research, 27(4), 412-432.
Murphy, D., & Pitt, I. (2001, September). Spatial sound enhancing virtual story telling. In International Conference on Virtual Storytelling (pp. 20-29). Berlin, Heidelberg: Springer Berlin Heidelberg.
Namasivayam, K., & Lin, I. Y. (2008). The servicescape. Handbook of hospitality operations and IT, 43-62.
Nan, D., Lee, H., Kim, Y., & Kim, J. H. (2022). My video game console is so cool! A coolness theory-based model for intention to use video game consoles. Technological Forecasting and Social Change, 176, 121451.
Nancarrow, C., Nancarrow, P., & Page, J. (2002). An analysis of the concept of cool and its marketing implications. Journal of Consumer Behaviour: An International Research Review, 1(4), 311-322.
Nawijn, J. (2016). Positive psychology in tourism: a critique.
Nowak, K. L., & Biocca, F. (2003). The effect of the agency and anthropomorphism on users' sense of telepresence, copresence, and social presence in virtual environments. Presence: Teleoperators & Virtual Environments, 12(5), 481-494.
Oh, H., Fiore, A.M., & Jeoung, M. (2007). Measuring experience economy concepts: Tourism applications. Journal of Travel Research, 46(2), 119-132.
Oliver Richard, L. (1997). Satisfaction: A behavioral perspective on the consumer. New York: Irwin-McGraw-Hill.
Oyserman, D. (2009). Identity-based motivation: Implications for action-readiness, procedural-readiness, and consumer behavior. Journal of Consumer Psychology, 19(3), 250-260.
Petrick, J. F. (2004). Are loyal visitors desired visitors?. Tourism management, 25(4), 463-470.
Pappalepore, I., Maitland, R., & Smith, A. (2014). Prosuming creative urban areas. Evidence from East London. Annals of tourism research, 44, 227-240.
Patria, T. A., Hidayah, N., & Suherlan, H. (2023). Effect of Immersive Experience on Repurchase Intention of Virtual Heritage Tours among Gen-Z in Indonesia. In E3S Web of Conferences (Vol. 388). EDP Sciences.
Petick, J. F. (2004). Are loyal visitors desired visitors?. Tourism management, 25(4), 463-470.
Pestana, M. H., Parreira, A., & Moutinho, L. (2020). Motivations, emotions and satisfaction: The keys to a tourism destination choice. Journal of Destination Marketing & Management, 16, 100332.
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy (Vol. 76, No. 4, pp. 97-105). Cambridge, MA, USA: Harvard Business Review Press.
Poeschl, S., Wall, K., & Doering, N. (2013, March). Integration of spatial sound in immersive virtual environments an experimental study on effects of spatial sound on presence. In 2013 IEEE Virtual Reality (VR) (pp. 129-130). IEEE.
Poulsson, S. H., & Kale, S. H. (2004). The experience economy and commercial experiences. The marketing review, 4(3), 267-277.
Quan, S., & Wang, N. (2004). Towards a structural model of the tourist experience: An illustration from food experiences in tourism. Tourism management, 25(3), 297-305.
Rahman, K., & Cherrier, H. (2010). Correlates of cool identity: humor, need for uniqueness, materialism, status concern and brand consciousness. Advances in consumer research, 37(1), 886-888.
Randhir, R., Latasha, K., Tooraiven, P., & Monishan, B. (2016). Analyzing the impact of senS-O-Ry marketing on consumers: A case study of KFC. Journal of US-China Public Administration, 13(4), 278-292.
Ramirez, Jr, A., & Burgoon, J. K. (2004). The effect of interactivity on initial interactions: the influence of information valence and modality and information richness on computer‐mediated interaction. Communication Monographs, 71(4), 422-447.
Richard, P., Burdea, G., Gomez, D., & Coiffet, P. (1994). A comparison of haptic, visual and auditive force feedback for deformable virtual objects. In Proceedings of the Internation Conference on Automation Technology (ICAT) (Vol. 49, p. 62).
Rolls, B. J., Morris, E. L., & Roe, L. S. (2002). Portion size of food affects energy intake in normal-weight and overweight men and women. The American journal of clinical nutrition, 76(6), 1207-1213.
Rolls, E. T. (2002). The cortical representation of taste and smell. Olfaction, taste and cognition, 367-387.
Runyan, R. C., Noh, M., & Mosier, J. (2013). What is cool? Operationalizing the construct in an apparel context. Journal of Fashion Marketing and Management: An International Journal, 17(3), 322-340.
Russell, J. A., & Mehrabian, A. (1974). Distinguishing anger and anxiety in terms of emotional response factors. Journal of consulting and clinical psychology, 42(1), 79.
Saydi, t. (2015). Türkçe'de renk olgusu gelişmişliği ve fransizca'ya bazi yansimalar: kültürlerarasi genel bir bakiş. Electronic turkish studies, 10(2).
Scitovsky, T. (1992). The joyless economy: The psychology of human satisfaction. Oxford University Press, USA.
Schmitt, B. (1999). Experiential marketing. Journal of marketing management, 15(1-3), 53-67.
Sirgy, M. J., & Uysal, M. (2016). Developing a eudaimonia research agenda in travel and tourism. Handbook of eudaimonic well-being, 485-495.
Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of communication, 42(4), 73-93.
Sundar, S. S., Tamul, D. J., & Wu, M. (2014). Capturing “cool”: Measures for assessing coolness of technological products. International Journal of Human-Computer Studies, 72(2), 169-180.
Sweetser, E. (1990). From etymology to pragmatics: Metaphorical and cultural aspects of semantic structure (Vol. 54). New York: Cambridge University Press.
Tafesse, W. (2015). Content strategies and audience response on Facebook brand pages. Marketing Intelligence & Planning, 33(6), 927-943.
Tom Dieck, M. C., & Jung, T. (2015). A theoretical model of mobile augmented reality acceptance in urban heritage tourism. Current Issues in Tourism, 18, 1–21.
Tsai, M., Tsai, C., & Chang, H. (2010). The Effect of Customer Value, Customer Satisfaction, and Switching Costs on Customer Loyalty: An Empirical Study of Hypermarkets in Taiwan. Social Behavior and Personality, 38(6), 729-740.
Tung, V. W. S., & Ritchie, J. B. (2011). Exploring the essence of memorable tourism experiences. Annals of tourism research, 38(4), 1367-1386.
Tussyadiah, I. P., Wang, D., Jung, T. H., & Tom Dieck, M. C. (2018). Virtual reality, presence, and attitude change: Empirical evidence from tourism. Tourism management, 66, 140-154.
Trang, N. T., & Lee, G. (2018). Senses in leisure tourism: Scale development and its relationship with emotions. 관광연구저널, 32(4), 21-39.
Tussyadiah, I. P., Wang, D., Jung, T. H., & Tom Dieck, M. C. (2018). Virtual reality, presence, and attitude change: Empirical evidence from tourism. Tourism management, 66, 140-154.
Uhrich, S., & Benkenstein, M. (2012). Physical and social atmospheric effects in hedonic service consumption: customers' roles at sporting events. The Service Industries Journal, 32(11), 1741-1757.
V. A. (2013). Stimuli–organism-response framework: A meta-analytic review in the store environment. Journal of Business research, 66(9), 1420-1426.
Van Der Heide, B., D’Angelo, J. D., & Schumaker, E. M. (2012). The effects of verbal versus photographic self-presentation on impression formation in Facebook. Journal of communication, 62(1), 98-116.
Wardono, P., Hibino, H., & Koyama, S. (2012). Effects of interior colors, lighting and decors on perceived sociability, emotion and behavior related to social dining. Procedia-Social and Behavioral Sciences, 38, 362-372.
Warren, C., & Campbell, M. C. (2014). What makes things cool? How autonomy influences perceived coolness. Journal of Consumer Research, 41(2), 543-563.
Warren, C., Pezzuti, T., & Koley, S. (2018). Is being emotionally inexpressive cool?. Journal of Consumer Psychology, 28(4), 560-577.
Wang, D. (2004). Tourist behaviour and repeat visitation to Hong Kong. Tourism geographies, 6(1), 99-118.
Wang, C. Y., & Hsu, M. K. (2010). The relationships of destination image, satisfaction, and behavioral intentions: An integrated model. Journal of Travel & Tourism Marketing, 27(8), 829-843.
Williams, P., & Hobson, J. P. (1995). Virtual reality and tourism: fact or fantasy?. Tourism management, 16(6), 423-427.
Witmer, B. G., & Singer, M. J. (1998). Measuring presence in virtual environments: A presence questionnaire. Presence, 7(3), 225-240.
Wirtz, D., Kruger, J., Scollon, C. N., & Diener, E. (2003). What to do on spring break? The role of predicted, on-line, and remembered experience in future choice. Psychological Science, 14(5), 520-524.
Wirtz, J., & Lee, M. C. (2003). An examination of the quality and context-specific applicability of commonly used customer satisfaction measures. Journal of Service Research, 5(4), 345-355.
Wirtz, J., & Mattila, A. (2004). Consumer responses to compensation, speed of recovery and apology after a service failure. International Journal of Service Industry Management, 15(2), 150–166.
Yung, R., Khoo-Lattimore, C., & Potter, L. E. (2021). VR the world: Experimenting with emotion and presence for tourism marketing. Journal of Hospitality and Tourism Management, 46, 160-171.
Zatori, A., Smith, M. K., & Puczko, L. (2018). Experience-involvement, memorability and authenticity: The service provider's effect on tourist experience. Tourism management, 67, 111-126.
Zhang, K., Chen, Y., & Li, C. (2019). Discovering the tourists' behaviors and perceptions in a tourism destination by analyzing photos' visual content with a computer deep learning model: The case of Beijing. Tourism Management, 75, 595-608.