Effects of Immersive Tourism Experience on Perceived Value, Flow, Experience Satisfaction, and Behavioral Intentions

As the tourism paradigm shifts, tourists' demands for travel experiences are becoming increasingly diverse. Consequently, the importance and scope of experiencing immersive tourism content in virtual spaces are expanding. This reserch aimed to derive applicable strategies for effectively meeting future audience demands and for practical application in field business and marketing by examining the relationships among the experience of immersive tourism content, perceived value, flow, satisfaction, and tourist behavioral intention. To achieve this, a survey was conducted among respondents with experience in immersive tourism content, and the analysis was performed using 342 valid samples. The research findings are as follows, First, immersive content's expansive and informational aspects influenced perceived value and flow. Second, perceived value(emotional/functional) significantly affected flow and satisfaction, with emotional value being more influential. Third, content immersion positively impacted satisfaction, leading to increased intent to visit actual destinations. Based on these results, practical strategies involve effective technology use, content diversification, and prioritizing content essence.