Virtual tourism attractiveness: dimension identification, scale development and validation

Virtual tourism attractiveness: dimension identification, scale development and validation | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Article Virtual tourism attractiveness: dimension identification, scale development and validation Lele XU, Fan Zhang, Chao Wang, An Xin XU, Qian Cheng This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-6539055/v1 This work is licensed under a CC BY 4.0 License Status: Posted Version 1 posted You are reading this latest preprint version Abstract As far as the development of China's tourism industry is concerned, whether at the level of national policy or at the level of demand from both sides of the market supply, the application of virtual reality technology is actively called for. At present, although many scholars have endorsed the value of virtual tourism experience, the research results are mostly focused on the inevitable connection of ‘attitude-behaviour’, unilaterally focusing on focusing on a single technology or a single dimension, especially the impact of post-tour behaviour, and explaining the satisfaction of tourists' demand for immersive experience. However, few studies have explored the attraction and benefits of virtual tourism for tourists themselves. These studies have neglected the temporal patterns, spatial scales, and practical expressions of the experiential subject contained in the experiential value of virtual tourism. The article adopts a combination of qualitative and quantitative research methods to explore the structure and connotation of virtual tourism attractiveness. The results of the study show that the attractiveness of virtual tourism is centred on technical attractiveness, content attractiveness, emotional attractiveness and social attractiveness, and contains 16 subcategories such as sensory fidelity, educational value, aesthetic pleasure, and sense of belonging to a community,etc. The scale has good reliability and validity. This study is conducive to destination managers to understand the value of virtual tourism experience more comprehensively and profoundly, and to provide necessary theoretical support and practical guidance for the construction of destination in-depth tourism experience based on virtual tourism attraction experience. Business and commerce/Business and management Social science/Business and management Virtual tourism virtual tourism attractiveness dimensional identification scale development Figures Figure 1 Figure 2 Introduction Attractiveness plays a crucial role in tourism; ‘no attraction, no tourism’. The essence of the term ‘attraction’ reflects the core attribute of the psychological and behavioural drive of the object (e.g., destination, experience) to the subject (e.g.,tourist). ‘Virtual tourism attraction‘ is the driving effect of virtual tourism experience on users’ psychology and behaviour and its core value source under the empowerment of digital technology. Insight into virtual tourism attractiveness plays an important role in the perception and meaning that destination scenarios give to tourists. The virtual tourism experience is not only the tourist's appreciation of technology, but also the multidimensional interaction between the tourist and the virtual destination, which means that the destination immersive scene is not the same as the tourist immersive experience [ 1 ] .In other words, the tourist immersive experience is not only the sensory passive immersion created by the destination, but also includes the tourist's emotional and spiritual active immersion.The tourist immersive experience Tourist immersive experience is not only a simple physical multi-sensory experience, but also includes the inner cognitive and emotional as well as spiritual experience of the tourist [ 2 ] .Tourist sensory immersion and emotional immersion as well as spiritual immersion constitutes the immersive experience of the tourist in the destination.In relation to the above discussion, the attractiveness of the virtual tourism can be defined from two perspectives: one is to look at the perceived value of the virtual tourism destination experience from the standpoint of the tourist; the other is to look at the virtual tourism destination experience from the perspective of the experience context; and the other is to look at the virtual tourism destination experience from the perspective of the experience situation. The other is from the perspective of the experiential context, emphasising the value benefits that virtual tourism destinations bring to tourists,i.e. explaining the benefits of virtual tourism experiences from the level of attractiveness. What is the attractiveness of virtual tourism, how to measure the attractiveness of virtual tourism, and what makes virtual tourism attractive and attractive are the main scientific issues in the research of virtual tourism attractiveness, which need in-depth thinking and full identification. In the current research,‘virtual tourism attraction’ is still in the exploratory stage, and a clear definition and consensus have not yet been formed, especially the systematic research on the definition, characteristics and influencing factors of virtual tourism attraction. However, from attracting attention to arousing desire and prompting action, how does it contribute to the phenomenon? It has been shown that the primary factor influencing tourists' technological experience is the degree of attractiveness that tourists perceive in technological products and experiential services. This perception not only determines tourists' acceptance of virtual tourism, but also directly affects the quality of their experience and subsequent behavioural intentions in virtual tourism. At the same time, the current theoretical basis of virtual tourism attractiveness research still needs to be further broadened, and there is an urgent need to explore the benefits and utility of attractiveness brought by virtual tourism to tourists themselves from a more diversified perspective. Without an in-depth understanding of these issues, the actual experiential effects of virtual experiences, which are expected to be introduced through new technologies and transplanted through new programmes, will have little effect. Therefore, this study seeks to develop a virtual tourism attractiveness scale for tourism experiences based on national contexts and perceptions of attractiveness. Literature review Traditional tourism attraction theories (e.g.Gunn's Attractor Hierarchy Model, Leiper's Tourism System Theory) emphasise the driving effect of ‘resource uniqueness’ and ‘experiential value’ on tourists, and rely on the ‘physical presence’ experience model, whereas virtual tourism relies on ‘digital presence’,‘digital creativity’ and ‘user empowerment’ through the ‘digital presence’ model. The Virtual Tourism model emphasises the driving role of ‘resource uniqueness’ and ‘experiential value’ for tourists, and relies on the ‘physical presence’ experience model, while the Virtual Tourism model reconstructs the attraction generating mechanism through ‘Digital Presence’, ‘Digital Creativity’, and ‘User Empowerment’.‘Ooi pointed out that the reason why tourism is attractive is that there are many things to do there [ 3 ] .For the grasp of virtual tourism perception and experience, virtual tourism attraction value is a very important concept. Due to the differences in research fields, research objects, and research purposes, scholars have different classifications of virtual tourism attractiveness. Most studies on attractiveness follow both micro-level and macro-level research approaches. At the micro level [ 4 ] , attractiveness is explained as a socio-psychological construct measured by individual tourist perceptions. At the macro level, attractiveness is tested in the context of destination competitiveness and measured by the number of tourists arriving in an area [ 5 ] . In terms of research perspectives, based on the tourism supply perspective, scholars argue that tourism attractiveness mainly comes from tourism attractions. Based on the tourism demand perspective, scholars believe that tourism attraction mainly comes from tourists' self-perception. Usually, from the beginning of the tourist to generate tourism demand, through the core attraction and the external environment of the information stimulation, and then form the perception and expectation of the destination, and finally make travel decisions. It can be seen that tourism perception is an important basis for destination selection, that is, attractiveness is related to tourist perception. With the in-depth study of tourism attractiveness, more scholars believe that tourism attractiveness is a comprehensive concept, and the formation of tourism attractiveness should depend on different dimensions and multiple factors. Chen Yanying(2004)believes that attractiveness consists of tourism resource attractiveness, tourism service attractiveness, tourism environment attractiveness and so on [ 6 ] . And Song Zhenchun(2006)pointed out that the tourism attraction system consists of multiple elements together, in which the core attraction determines the nature of the attraction and has the strongest role in attracting tourists [ 7 ] . Based on a non-participatory survey approach, Xi Jianchao(2008) combined the dual perspectives of tourists‘real behavioural performance and psychological behavioural intention, and concluded that the communication and interaction between attractions and tourists is an important factor influencing the magnitude of their tourism attractiveness.Han et al.(2018)developed a model of tourists’ experience for an AR tourism application within the context of heritage tourism, and found that there is a significant relationship between product features(including content, presentation, functionality and interaction) have a positive correlation with the quality of tourists' experience [ 8 ] , so the competitiveness of virtual tourism products will depend on the ability to establish a “dynamic adaptation-positive feedback” mechanism among multiple dimensions, rather than the extreme optimisation of a single dimension. The emergence of virtual tourism has led to corresponding changes in the nature of tourism and tourists' needs in contemporary tourism. Foreign researchers have carried out a series of studies on virtual tourism based on interdisciplinary theories and methods, mainly focusing on the development, design, implementation, and application of virtual reality technology in various segments of tourism [ 9 ] , the use and evaluation of virtual tourism technology under the perspective of consumer perception, and virtual tourism experience and behavioural willingness [ 10 , 11 ] . Domestic scholars mostly understand the attractiveness of virtual tourism from the four aspects of virtual tourism hardware experience, psychological experience, experience differences and experience process, and test the relationship between experience value and variables such as tourism motivation, participation, brand loyalty, satisfaction, and tourist behavioural intention, etc. On the one hand, researchers should scientifically group different dimensions of virtual tourism attractiveness into a unified system, and on the other hand, they should clarify the intrinsic relationship between different dimensions. On the other hand, researchers should clarify the internal relationship between different dimensions. Study 1: Qualitative Research on Dimensional Modelling of Virtual Tourism Attractiveness The main content of this study is to explore and construct the conceptual connotation, dimensional structure and measurement scale of virtual tourism attractiveness. Specifically, this study will comprehensively adopt a research design that combines qualitative research(e.g., in-depth interviews) and quantitative research (e.g.,questionnaire surveys) to identify the conceptual connotations and dimensional structure of virtual tourism attractiveness through the analysis of interviews with tourists, and to purify and validate the resilience leadership scale through expert group discussions, multi-stage questionnaire surveys, and data analyses, so as to effectively assess and measure the key variables of this study The study provides a measurement basis for subsequent quantitative research as well as a foundation for exploring the connotations and extensions of virtual tourism attractiveness. 2.1 Research Methodology 2.1.1 Research sample (1)Determination of interviewees Theoretical sampling is an important step in obtaining qualitative data through the interview method, i.e., based on the purpose and needs of the theoretical construction of this study, the interviewees are selected according to certain principles and criteria. Since the source of data is directly related to the reliability and validity of the qualitative research results, this study strictly follows two important principles of theoretical sampling: the first is the principle of typicality, which means that the interviewees must meet the requirements of the research topic in some aspects and have a certain degree of represent ativeness; and the second is the principle of accuracy, which means that the interviewees must be able to provide the textual information needed for the study and be relatively accurate. Based on the above principles, this study requires respondents to be tourists who have experienced virtual tours and have a certain degree of understanding of virtual tours, so that respondents can comprehensively and meticulously describe their own feelings about virtual tours based on their experiences. In addition, in terms of demographic information, the respondents were asked to cover different age groups as much as possible, with a balanced gender ratio, and to come from different regions in order to avoid possible information bias. (2)Determination of sample size In terms of sample size determination, although theoretically the larger the sample size, the more the theory tends to be saturated. However, existing studies have also shown that due to the exploration of emerging research phenomena is limited by its popularity, the sample size of about 15 interviews can also meet the needs and effects of theory construction, but also ensure the efficiency of the study. This study starts from the perspective of tourists and obtains primary data through semi-structured interviews with tourists. This type of data can provide a more comprehensive understanding of tourists' feelings and perceptions of the virtual tourism experience, and help the researcher capture the details that are easily overlooked. Therefore, the authors conducted in-depth interviews with 14 tourists through online friends‘recommendations and offline experience site recruitment to collect qualitative data on virtual tourism experiences from tourists’perspectives. However, the sample size of this type of data is often small and is easily affected by the researcher's interview design and interview technique. Therefore, this paper also collects tourists' online evaluations from well-known social platforms as a useful supplement to the tourist interviews. 2.1.2 Research Methodology Starting from the demand-side perspective, this study obtains qualitative data by conducting semi-structured interviews with tourists and collecting online texts related to tourists‘evaluations of the virtual tourism experience, and similarly codes and analyses the data to gain a more comprehensive understanding of tourists’ feelings and perceptions of the virtual tourism experience. Referring to Churchill's(1979)scale development procedure [ 12 ] , this study combined qualitative and quantitative methods to develop the virtual tourism attractiveness scale. In particular, the scale development was divided into three stages of exploration and analysis: stage 1, identifying the conceptual connotation and dimensional structure of virtual tourism attractiveness through structured interviews;stage 2,combining the literature review, the expert panel and the pre-survey to generate the initial item bank of the virtual tourism attractiveness scale, and identifying the dimensional structure of the scale based on exploratory factor analysis of small sample data, and purifying and streamlining the scale items; stage 3 The scale structure identified in Stage 2 was subjected to a validation factor analysis and validity test based on a wide range of sample data. 2.2 Dimensional structure of virtual tourism attractiveness 2.2.1 Research design When designing the interview outline, the first thing that should be considered is the interviewees' understanding of the interview topic. Therefore, given that the concept of resilience leadership is too abstract and not yet familiar to tourism practitioners and managers, this study tries to avoid using words such as ‘virtual tourism attractiveness’ directly in the interview questions, and instead interprets representative and easy-to-understand interview questions in conjunction with the conceptual connotation of virtual tourism attractiveness and indicates to the respondents before the start of the interview that virtual tourism attractiveness is a dimension of the tourism industry. Before the interview, the meaning of virtual tourism attraction, the purpose of the study and the content of the study were explained to the interviewees. At the same time, respondents were not required to leave their names on the questionnaire, and it would not interfere with their daily work, thus reducing the possibility of hiding their true thoughts. Next, the online questionnaire consisted of five topic-related open-ended questions, several demographic variables variables, and item basic characteristics variables. First, the study asked respondents to answer the following five open-ended questions. For the design of the questions, the paper first combed through the relevant literature, on the basis of which the items were listed around the topic in order to obtain qualitative data on the virtual tourism experience from the tourists' perspectives. In order to ensure the validity of the interview questions, the researcher invited two tourists with virtual tourism experience to conduct pre-interviews according to the principle of convenience sample to check whether there is any situation in which the interviewees are unable to comprehend or difficult to answer, and whether the answers derived from the designed questions can match the research theme well. Afterwards, the researcher invited a virtual tour designer and an expert in the field of tourism to further revise the outline of the interviews to ensure that the interview questions were designed to be as accurate and appropriate as possible. The revised interview questions included, but were not limited to, the following, as shown in Table 1 : Table 1 Virtual Tour Attraction Interview Questions Purpose of the interviews concrete content Usage Scenarios Where did you last experience a virtual tour? Please recall the experience and briefly describe the experience. What was your first experience with virtual tours? What were your expectations of virtual tours at the time? Usage Scenarios What did you see by experiencing the virtual tour? How did it make you feel? How did it affect your experience༟ Were you impressed by the experience? What aspects did you find impressive? Testimonials What do you think are the current shortcomings of the virtual tour? What directions for improvement would be more appealing to you? 2.2.2 Data collection The tourist interviews were conducted from the beginning of August 2024 to the beginning of November 2024, a period of almost three months. As mentioned above, the number of tourists who actually experienced the virtual tour was relatively small due to the fact that the number of tourists who actually experienced the virtual tour was relatively small. As a result, in order to ensure the diversity of the respondent sample as well as the quality of the interviews, the interviews were mainly conducted in the form of online and offline recruitment at the same time. Online recruitment adopted the principle of convenience sampling, by friends recommending tourists who had experienced virtual tours, a total of seven respondents were recruited, and in-depth interviews were conducted through the form of WeChat or phone calls; offline channels by the authors as well as research assistants came to Hangzhou to provide spatial immersive products to the two local venues for on-site recruitment, a total of seven tourists were recruited to take the post-tour on-site interviews or to leave their contact information for subsequent The interviews were conducted either on-site after the tour, or by leaving contact information for follow-up interviews. In the end, a total of 14 interviewees were recruited for the interviews, which lasted from 20 to 30 minutes and resulted in 40,274 words of interview material. Table 2 Sample of Interviews on the Dimensional Structure of Virtual Tourism Attractiveness serial number sex age careers educational attainment location Place of experience MC1 male 23 schoolchildren undergraduate Kunming Yunnan Provincial Museum MC2 women 27 business employee undergraduate Nanchang LBE Large Space Immersion Exhibition MC3 women 31 business employee undergraduate Huizhou Dunhuang Museum MC4 male 33 functionary bachelor's degree Chengdu Dunhuang Museum MC5 women 20 schoolchildren undergraduate Linyi Palace Museum, in the Forbidden City, Beijing MC6 women 52 functionary undergraduate Yangquan Datong Yungang Grottoes MC7 women 24 schoolchildren bachelor's degree Beijing Hubei Provincial Museum MC8 male 31 Teachers bachelor's degree Hangzhou M511 Light Center MC9 male 25 schoolchildren doctoral Shanghai Shanghai Exhibition Center MC10 male 41 business employee polytechnic Hangzhou Hangzhou Zhijiang Culture Center MC11 male 26 schoolchildren doctoral Shanghai Shanghai Shangbin Life Square MC12 women 23 schoolchildren bachelor's degree Hangzhou M511 Light Center MC13 women 19 schoolchildren undergraduate Hangzhou M511 Light Center MC14 women 27 schoolchildren bachelor's degree Aomen Galaxy Integrated Resort The demographic characteristics of the respondents are shown in Table 2 . Among them, 8 are female (64.3%), with a relatively even ratio of men to women; the age distribution is between 19 and 52 years old, with 23 to 33 years old predominantly (71.4%); in terms of the type of occupation, students, enterprise employees, college teachers and so on are involved; in terms of the level of education, the respondents' cultural level is relatively high (92.8% of the undergraduate degree and above); moreover, in terms of the location of the interviewees In addition, from the perspective of the location of the interviewees, the distribution is relatively wide, mainly located in Shanghai, Beijing, Hangzhou, Chongqing, Hefei, Tianjin, Macao and other places. In conclusion, the interview samples are in line with the distribution of key landing cities and have a certain degree of representativeness, which can better help to explore the tourists' feelings about the virtual tourism experience. 2.2.3 Network text qualitative data collection For the demand-side network text collection from the domestic well-known social media platform Xiaohongshu. As a lifestyle community and sharing platform Xiaohongshu is undoubtedly the current benchmark of the content community, retaining more than 200 million monthly users, with a total of more than 43 million note producers and sharers 1 , of which the sharing of travelling experience is one of the main contents of Xiaohongshu. As a result, this paper is based on the Little Red Book platform to discover the virtual travel experience from the perspective of tourists. In this part, Python 3.9 software is also used to capture relevant information (as of 31 January 2025) with‘virtual tourism’ as the keyword, and the data are repeatedly analysed and compared in accordance with the principles of typicality and richness, and 18 online text messages are finally filtered out as a useful supplement to the tourists' interview data. Supplementary. The details are shown in Table 3 , from which it can be found that the 18 pieces of information involve a wide distribution of virtual tourism experience places, including not only domestic well-known tourist destinations, but also famous international tourist destinations such as France, the United Kingdom, the United States and so on, which has a certain degree of significance in terms of representation. Table 3 Basic information of selected information of virtual travel experience on the Little Red Book platform Serial number Place of Experience/Products of Experience Release time ZE1 Beijing " Night Banquet in Tang Dynasty " February 2021 ZE2 Beijing " Being in the Polar Regions - Setting Sail in Antarctica " February 2024 ZE3 Dunhuang"T he Wonderful Journey of Dunhuang " November 2022 ZE4 Shanghai " Silk Road Glory " December 2023 ZE5 Shanghai " The Vanishing Yuanmingyuan " January 2024 ZE6 Frieze Art Fair, New York, USA May 2022 ZE7 Xiamen " Meet Gulangyu " May 2023 ZE8 France" Grand Palais " June 2021 ZE9 Luoyang " The Wind Rises in Luoyang " December 2021 ZE10 Hangzhou " Notre Dame de Paris Eternal " July 2022 ZE11 London,United Kingdom" Vision & Virtuosity ", July 2022 ZE12 Zhengzhou " Jungle Mystery:Return to the Jurassic " June 2024 ZE13 Shenzhen's " Journey to the Moon " April 2024 ZE14 Macao's " Canglan Tips " August 2023 ZE15 Chongqing " Hey! The Classic of Mountains and Seas " October 2023 ZE16 Urumqi's" Exploration of the Sermon on the Mount " August 2023 ZE17 Wuhan" 10,000 Years of Civilization " November 2024 ZE18 Xi'an" The Pyramid Vision " May 2024 2.2.4 Data coding and analysis This study used thematic analysis to analyse the qualitative interview data. Specifically, this study followed the three steps of qualitative data analysis proposed by Miles and Huberman: familiarisation, coding and categorisation. In the first step, the researcher read the textual content of all the interviewees' interviews in detail, checking for possible textual and grammatical errors in the utterances in order to improve the precision and readability of the interview texts. In the second step, the researcher recorded and labelled the words, phrases or sentences in the interview texts that contained the attractiveness of virtual tourism by means of labelling, and proposed initial concepts that could reflect the attractiveness of virtual tourism. In the third step, the researchers categorised the initial concepts generated in the second step, merged them into canonical concepts, and distilled the core themes that could accurately unify these canonical concepts. In steps two and three, two researchers,one with a research background as a virtual tour designer and one familiar with the content analysis method, each performed iterative reading, inductive summarisation, and literature comparison of the streamlining and transcription process of the coding set. Specifically, one researcher coded, categorised and distilled the survey text first, while the other researcher provided feedback with a closed-ended question (agree or disagree) and discussed the differences between the two to improve the validity of the coding and categorisation [ 13 ] . The results showed a 95% agreement between the two researchers in coding and categorisation, indicating a high level of reliability in the labelling and coding process of the data. Finally, an expert panel consisting of two professors and two PhD students discussed the label coding and classification process through a workshop to ensure the reliability of the data coding. 2.2.5 Data results A total of 1,452 labels were created and formed the initial set of codes in this study. After cross-coding by two researchers and expert panel discussion, this study merged the 1,452 codes into 16 canonical concepts and finally distilled four core themes. As shown in Table 4 and Fig. 1 , this study concluded that virtual tourism attractiveness contains 4 core themes: technical attractiveness, content attractiveness, emotional attractiveness and social attractiveness. At the end of coding, this study also pushed the interview links to three employees of tourism enterprises for theoretical saturation test, and it was found that no new themes about virtual tourism attractiveness were obtained, and it was not possible to add to the existing normative concepts, from which it was judged that the results of the qualitative analysis had reached a state of saturation. Specifically, technical attractiveness refers to the perceived value of the technical equipment and functional efficiency on which virtual tourism relies, which mainly covers the aspects of interaction naturalness, sensory fidelity, device ease of use, technical reliability, etc., reflecting the technical elements in the attractiveness of virtual tourism. The experience value constructed through cultural narrative, knowledge transfer and dynamic design in the virtual scene emphasises the uniqueness, depth and innovativeness of the content, which mainly covers the aspects of cultural uniqueness, narrative immersion, dynamic updating, educational value, etc., reflecting the content elements in the attractiveness of virtual tourism. Emotional attraction the emotional resonance and psychological satisfaction triggered by the users in the virtual environment mainly covers the aspects of heart flow immersion, nostalgic resonance, self-expression, esthetic pleasure, etc., which reflects the emotional elements in the attractiveness of virtual tourism. The driving role of social interaction and sense of community belonging in the virtual scene of social attraction on users' willingness to participate mainly covers the aspects of social presence, sense of community belonging, social capital accumulation, and co-creative of value, reflecting the social elements in the attractiveness of virtual tourism. In summary, this study argues that virtual tourism attraction refers to a comprehensive driving force perceived by users when interacting with virtual scenes in digital environments through multimodal technologies (e.g.,VR;AR,meta-universe platforms, etc.), which consists of four elements: technological, content, emotional, and social. Table 4 Results of the thematic analysis Thematic The normative concept The concept of specification Technical attraction Interaction naturalness Smooth;no lag;Responsive;True feedback;Accurate recognition;natural; Freely and effortlessly; Sensory fidelity Realistic;Immersive;High definition;Stereo;Tactile realism;Immersive;Realistic with fake;Detail Pulled; Device Ease of Use Lightweight;Comfortable;No tired neck;Foolproof;One-button start; Novice friendly;Easy to understand;Accessible; Technical Reliability Stable;No lag;No dropouts;Low latency;Anti-interference;Long life; Good heat dissipation;Less bugs; Content Attraction Cultural uniqueness Original;Exclusive;Non-Heritage;National tide;Historically restored; Artisanal reproduction;One-of-a-Kind;Localized; Narrative Immersion Generational;Plot-killing;Role-playing;Crossover;Cinematic;Suspenseful; epic;Fateful decisions; Dynamic updatability Always Playing;Season Updates;Limited Time Events;Player Co-Creation;Crowdfunded content;Version iteration;Catch-up; Educational value Knowledge;fun;expert interpretation;Interactive teaching;History revitalization;Parent-child study;Academic rigor; Emotional attraction Heart flow immersion Forget about time;Total commitment;Human-machine integration;Challenging exhilaration;Overwhelming sense of accomplishment;Can't stop; Nostalgia resonates Youth returns;Childhood memories;Hometown revisited;Tears of the times;Classic revisited;Old flavors;A journey to the roots; Self-expression personalised;Custom exclusive;Identity tags;Creative workshop; My place;Unique persona;Show style; Esthetic pleasure A feast for the eyes;Artistic;healing;light magic;Extreme aesthetics; Every frame of wallpaper;Cranial orgasm; Social attraction Social Presence Face-to-face;Real-time interaction;Teamwork;Voice chat;Body language; Spaced out high fives;Zero distance; Community belonging Find an organization;A gathering of fellow travelers;Household; A gang;a cultural circle;A spiritual home;An old iron;A family; Social capital accumulation Sunshine achievements;Leader boards;Rare titles;Skin flair;Number of followers;Social currency;Circle markers; Co-Creation of Value Player design;Crowd sourced maps;UGC workshops;Share of proceeds; Stay in history;Collective wisdom; Study 2: Scale construction of virtual tour attractiveness 3.1 Initial measurement items The generation of the virtual tourism attractiveness measurement item bank consists of the following four main steps. First, based on the variable concepts and dimensional elements identified in the qualitative analysis, this study extracted the relevant items that can describe the attractiveness of virtual tourism from existing studies through literature review, and initially formed an initial measurement item bank containing 26 items (Table 5 ). First, two management professors and four doctoral students translated and proofread the English items involved; second, some items were developed with the results of the qualitative analysis to achieve an accurate measurement of the attractiveness of virtual tourism; third, a panel of two management professors and four doctoral students examined the content validity of the items, categorised items with similar connotations, deleted those that did not fit the context of this study, and combined with individual cognitive and cognitive analysis, the content validity of the items was examined. Thirdly, an expert panel consisting of two professors of management and four doctoral students examined the content validity of the items, categorised the items with similar connotations, deleted those that did not fit the context of this study, and adjusted and optimised some of the item formulations in the context of individual perceptions and virtual experiences, resulting in 22 items (Table 6 ). Table 5 Initial Measurement of Virtual Tourism Attractiveness Question Bank Dimension Specific topics Reference Technical Attraction Simulates realistic landscapes and accurately reproduces the content of attractions He et al [ 14 ] It was easy to find the information I wanted in the digital system Loureiro et al [ 15 ] By clicking on the floating arrows, I can easily "walk" through the digital system. The operation of the virtual tour device felt natural and smooth to me I believe the technology associated with virtual tours will be reliable Wan et al [ 16 ] Content Attraction Taking this virtual tour provided me with interesting cultural events and heritage Ling-Long Tsai [ 17 ] Fast update of travel information in virtual tours Senecal &Nantal [ 18 ] I felt that the virtual tour allowed me to experience the culture associated with the exhibits in a real way. Barreto et al [ 19 ] Through the virtual tour, I gained a good understanding of the culture associated with the exhibits The story line in the virtual scene gave me a strong sense of immersion Walters et al [ 20 ] Participation in the virtual tour helped me to gather further relevant information Kim et al [ 21 ] Emotional Attraction The time seems to have flown by on this virtual tour and I feel completely captivated! Sohyun An et al [ 22 ] This virtual tour made me focus more and forget about other things around me I forget where I am when I participate in a virtual tour Kim et al [ 21 ] Participating in virtual tours is a pleasure Huang et al [ 23 ] Good three-dimensional reality effect, vividly displaying the scenic environment He et al [ 14 ] Wearable devices have attractive user interfaces (e.g., colors, menus, etc.) Yang et al [ 24 ] The overall look and feel of the wearable device is visually appealing I was struck by the digital restoration of scenes that have disappeared. Fan et al [ 25 ] Travelers who use virtual tours are perceived as being brave enough to try new things Sundar et al [ 26 ] Virtual tours make the travelers who use them different from other travelers Social Attraction I can feel the "real presence" of my friends as I explore the virtual world with them. Paul et al [ 27 ] Collaborative multiplayer tasks enhance my participation I know a lot of people who have used virtual tours Venkatesh & Morriset al [ 28 ] If everyone around me is using a virtual tour product,I'd want to use it too Identity labels earned through virtual tours make me proud Wang et al [ 29 ] Table 6 Measurement items for the attractiveness of virtual tours (after expert panel discussion) Dimension The normative concept Specific topics Technical Attraction Interaction naturalness The virtual tour system is very interactive in operation Device Ease of Use Virtual tours are easy with the relevant hardware and software Interaction naturalness Virtual tours allow me to interact with scenes and characters Sensory fidelity Virtual tours can deliver immersive and realistic visuals Technical reliability Higher security and reliability of the virtual tour product system Content Attraction Cultural uniqueness The cultural elements in the virtual scene strike me as unique and valuable Dynamic updatability Fast update of travel information in virtual tours Educational value Virtual tours can broaden horizons and stimulate the imagination Narrative Immersion When I think back on the virtual tour, many images come to mind Educational value Knowledge gained through participation in virtual tours Emotional Attraction Heart flow immersion During the virtual tour, I had a great time and felt that the time flew by! Heart flow immersion The virtual tour experience allowed me to focus more and forget about other things around me Self-expression Participating in virtual tours is a pleasure Esthetic pleasure The interface presented in the virtual tour looks great! Esthetic pleasure Color harmony of the images presented in the virtual tour Nostalgia resonates Digitally restored scenes (such as ancient ruins) inspire nostalgia or awe in me Self-expression People who use virtual tours are considered to be brave enough to try new things Social Attraction Social presence When interacting with others on a virtual tour, I feel like the other person is real Co-Creation of Value I am willing to participate in the design or improvement of the virtual tour scenarios Social capital accumulation I'm more likely to participate in a virtual tour if my circle of friends is constantly being told what it's like to be a part of it. Community belonging Recommendations or usage behaviors of people around me affect my willingness to try virtual tours Social capital accumulation Identity labels earned through virtual tours make me proud 3.2 Pre-survey This study conducted a pre-survey on two tourism megaspace immersive offline venues in Hangzhou, China in early February 2025, and 50 valid questionnaires were collected cumulatively. Reliability analysis showed that the Cronbach's alpha values of technical attraction, emotional attraction, content attraction and social attraction were 0.808, 0.762, 0.761 and 0.815, respectively, which were all greater than 0.7, indicating that the scales had good internal consistency. Exploratory factor analysis showed that the overall KMO value of the scale was 0.935, of which the factor loading of the cardiac flow immersion measurement item Emo 2 was low at 0.309, which was deleted according to the criteria, and after deletion, the Cronbach’s α coefficient of its subscale was significantly increased to 0.816. After the pre-survey, one measurement item of Emo 2 was deleted, and the questionnaire remaining measurement items were 21 for the formal research questionnaire. 3.3 Formal research In the second half of February 2025, the study launched the questionnaire survey by using an electronic questionnaire in a self-administered format, which was distributed for a total of 20 days. In order to ensure the quality of the questionnaires returned, the research team informed the purpose of the study in detail on the questionnaire link, ensured anonymity, and emphasised that there was no right or wrong answer, and that no conflict of interest was involved. Meanwhile, all the scales used Likert 7-point scale scales. Eventually, a total of 240 questionnaires were collected in the formal survey of this study, of which 209 valid questionnaires were obtained, with a valid recovery rate of 87.0%. From the perspective of demographic variables of the respondents, in terms of gender ratio, 113 respondents are male, accounting for 54.1% of the total, and 96 respondents are female, accounting for 45.9% of the total, which is roughly equal to the proportion of men and women, and will not bring about cognitive and emotional lopsidedness because of the disproportionate gender ratio; in terms of age structure, the age structure of the sample of the present study mainly concentrates on the age range of 25–50, accounting for 88.7% of the sample, of which 75.2% are tourists aged 35–50. 88.7%, of which 75.2% are tourists aged 35 ~ 50, the age structure of the sample in this study is basically normally distributed, which is in line with the expectation; in terms of education level, college degree or above accounts for 78.8% of the total sample, reflecting the larger proportion of the more educated people in this questionnaire survey. The demographic characteristics of the sample are representative to a certain extent, and the distribution of various groups of people is relatively even. 3.4 Exploratory factor analysis This study combines the results of the literature review and interview analyses to generate the questionnaire, which was corrected by small-scale interviews to ensure the content validity of the measurement questionnaire. Next, the validation of construct validity is conducted, and this study of construct validity adopts Bartlett spherical with KMO (Kaiser-Meyer-Olkin) test to verify whether the measurement items are suitable for factor analysis. The results of the test showed that the KMO was 0.864 and the probability of significance of p for the Bartlett's spherical test was 0.000, indicating that common factors existed between the correlation matrices, making them suitable for factor analysis. Principal component analysis was used to extract factors with eigenvalues greater than 1 by selecting maximum orthogonal rotation. The results of factor analysis yielded four factor structures with a cumulative contribution rate of 74.506%, which was basically consistent with the theoretical conception of the previous paper, and the factor loadings of each factor were above 0.6 (Table 7 ). Table 7 Orthogonal rotated factor loading matrix for virtual tourism attractiveness Item Factor 1 2 3 4 Technical Attraction(TEC) TEC 1 :Interactive naturalness 0.013 0.897 0.057 -0.005 TEC 2 :Interaction naturalness 0.088 0.834 0.077 0.009 TEC 3 :Ease of use of equipment 0.047 0.862 0.075 0.034 TEC 4 :Sensory fidelity 0.100 0.825 0.065 0.041 TEC 5 :Technical reliability 0.013 0.880 0.023 0.026 Content Attraction(CON) CON 1 :Cultural distinctiveness 0.043 -0.034 0.052 0.88 CON 2 :Dynamic updatability -0.03 0.08 0.11 0.776 CON 3 :Educational value 0.063 0.004 0.165 0.865 CON 4 :Educational value 0.029 0.031 0.093 0.852 CON 5 :Narrative immersion -0.002 0.023 0.195 0.869 Emotional Attraction(EMO) EMO 1 :Heart flow immersion 0.885 0.004 -0.046 -0.035 EMO 3 :Self-expression 0.864 0.089 0.096 0.005 EMO 4 :Self-expression 0.825 -0.027 0.095 0.004 EMO 5 :Esthetic pleasure 0.857 0.072 -0.054 0.109 EMO 6 :Esthetic pleasure 0.858 0.048 0.012 -0.003 EMO 7 :Nostalgic resonance 0.864 0.11 0.015 0.032 Social Attraction(SOC) SOC 1 :Social presence 0.031 0.07 0.843 0.123 SOC 2 :Social capital accumulation 0.104 0.029 0.845 0.124 SOC 3 :Social capital accumulation 0.049 0.109 0.846 0.126 SOC 4 :Community belonging -0.01 0.041 0.863 0.129 SOC 5 :Co-creating value -0.06 0.057 0.838 0.105 Study 3: Scale Validation of Virtual Tourism Attractiveness 4.1 Validation factor analysis of the virtual tourism attractiveness measurement model Virtual tourism attractiveness includes four variables, which are known by literature combing and qualitative analysis, and each variable contains four sub-dimensions each. In this study, the structural equation model provided by AMOS27.0 was used for validation factor analysis and the validity test of each variable. The results of the analysis are shown in Table 8 . Table 8 Validation factor analysis Dimension Subject factor loading standard deviation Cronbach's α AVE CR Technical Attraction TEC 1 0.877 1.537 TEC 2 0.792 1.463 TEC 3 0.831 1.44 0.915 0.685 0.916 TEC 4 0.784 1.431 TEC 5 0.850 1.543 Content Attraction CON 1 0.849 1.514 CON 2 0.711 1.448 CON 3 0.855 1.411 0.909 0.674 0.912 CON 4 0.809 1.252 CON 5 0.870 1.541 Emotional Attraction EMO 1 0.867 1.562 EMO 3 0.839 1.43 EMO 4 0.775 1.542 0.929 0.690 0.930 EMO 5 0.830 1.392 EMO 6 0.825 1.681 EMO 7 0.846 1.569 Social Attraction SOC 1 0.811 1.606 SOC 2 0.798 1.538 SOC 3 0.817 1.506 0.910 0.672 0.911 SOC 4 0.828 1.389 SOC 5 0.843 1.624 The model fitting results are shown in Table 9 , and the model fitting superiority indexes in this study reached the model fitting criteria recommended by Hooper et al [ 30 ] :χ2/df = 1.54,SRMR = 0.05,RMSEA = 0.05,NFI = 0.97,CFI = 0.96,TLI = 0.937,IFI = 0.947.RFI = 0.909,GFI = 0.97,PNFI = 0.784.The results of the reliability analysis showed that the Cronbach's alpha coefficient of each dimension was still greater than 0.7, indicating that the dimensions had good internal consistency. not only that, the standardised loading values of each question item ranged from 0.711 to 0.877, which was greater than the critical criterion of 0.5, and the reliability values of the combination of the dimensions(CR)ranged from 0.911 to 0.930,which is greater than the critical criterion of 0.7, and the average variance extracted (AVE) value of each dimension ranged from 0.672 to 0.690, which is greater than the critical criterion of 0.5,indicating that the scale has good convergent validity. Table 9 Results of model fitting Model Fit Indicators x²/df RMSEA SRMR GFI CFI NFI Indicator requirements < 3.0 < 0.06 < 0.05 ≥ 0.90 ≥ 0.90 ≥ 0.90 Mould 1.54 0.05 0.05 0.97 0.96 0.97 The combined reliability of the second-order factor of virtual tourism attractiveness exceeds the criterion of 0.5, which has good combined reliability; the AVE value of the second-order factor exceeds the criterion of 0.5, which indicates that the second-order factor can effectively explain more than half of the variance of its first-order factor. The four first-order variables-technical attraction, content attraction, emotional attraction and social attraction significantly constitute the second-order variable virtual tourism attraction, and the convergent validity and discriminant validity meet the requirements of the study, so it can be concluded that the second-order model of virtual tourism attraction has a reasonable structure. The results of the analysis are shown in Fig. 2 , and the standardised loadings of each first-order factor on the second-order factor are above 0.68, indicating that the relationship between the second-order factor and the first-order factor is very strong and passes the test at the 0.01 significance level. This indicates that the virtual tourism attractiveness scale is applicable to both the four related first-order factor models and the factor model with second-order structure. Discussion and Summary 5.1 Connotation and Extension of Virtual Tourism Attractiveness On the basis of reviewing previous relevant literature, this study developed a measurement scale with good reliability and validity based on a mixed research design combining qualitative and quantitative research. In this study,1 primary data were obtained through semi-structured interviews with tourists, supplemented by a qualitative study in which tourists‘online evaluations were used as a useful supplement to the tourists’ interviews. Through detailed analyses rooted in theory, the 16 subcategories were explored to uncover the four core dimensions of virtual tourism attractiveness-technical attractiveness, content attractiveness, emotional attractiveness and social attractiveness. Technical attraction refers to the perceived value of technical equipment and functional effectiveness of users in the process of virtual tourism, the essence of which is to enhance the smoothness, authenticity and convenience of user experience through technical means; content attraction is the value of experience constructed through cultural narrative, knowledge transfer and dynamic design in virtual scenes, emphasising the uniqueness, depth and innovation of the content, and the nature of which is to ‘digital content as tourism attraction’ ; emotional attraction is the emotional resonance and psychological satisfaction triggered by users in the virtual environment,covering instant pleasure, deep identity and self-realisation and other multi-level experiences, the essence of which is to enhance user stickiness through emotional ties; social attraction is the driving effect of social interaction and sense of belonging to the community onusers’ willingness to participate in the virtual scene, and the essence of which is to enhance userstickiness through emotional ties; social attraction is the driving effect of social interaction and sense of belonging to the community on users' willingness to participate in the virtual scene. Social attraction is the driving effect of social interaction and sense of belonging to the community in the virtual scene on users' willingness to participate,and its essence is the “social extension of tourism experience”.The technical, content, emotional and social attraction of virtual tourism does not exist in isolation, but through the chain reaction and circular feedback of technical empowerment-content-driven-emotional resonance-social reinforcement,forming a multi-dimensional synergistic ecosystem. Study 2 Scale Construction of Virtual Tourism Attractiveness. Based on the variable concepts and dimension elements identified by the qualitative analysis, the initial measurement item bank was initially formed for pre-survey to test the accuracy of the item formulation and the validity of the item content. The questionnaire was optimised based on the results of the pre-survey and feedback from tourists to form the scale items for the formal study. Study 3 used the questionnaire method to validate the structural model of virtual tourism attractiveness. The results show that the second-order model of the virtual tourism attractiveness scale with 21 measurement items developed by exploration has good reliability coefficients for each factor, and has high stability and internal consistency. The structural validity, convergent validity and discriminant validity of the Virtual Tourism Attractiveness Scale are all at a desirable level, and the development of the scale has a high degree of completeness, scientificity and rigour. 5.2 Theoretical Contributions and Practical Implications This study develops the measurement scale of virtual tourism attractiveness based on multi-stage interviews and questionnaires. Therefore, the theoretical contributions of this study mainly include: analysing the virtual tourism attractiveness response system of tourism enterprises from the demand-side perspective, and constructing the conceptual system and measurement system of virtual tourism attractiveness accordingly, which provides new theoretical perspectives and research directions for the research on virtual tourism of tourism enterprises, and helps to promote the quantitative research and empirical exploration of virtual tourism attractiveness. This study also has significant practical significance. In the qualitative study, the connotation and structure of virtual tourism attraction are analysed in depth with the data of travellers' online travelogue as the research sample, which helps virtual tourism project designers and tourist attraction managers to carry out segmentation management according to the type of tourism attraction to be used, and promotes the refinement of tourism enterprise projects in terms of tourism consumer groups and market positioning. Declarations Ethics approval The study was approved by the authors' organisation and all methods in the study were carried out in accordance with the relevant guidelines and regulations.Relevant documents have been added. Informed consent In this study, informed consent was duly obtained from all participants. Before any data collection commenced, participants were required to read and sign an informed consent form. This form explicitly stated that participation in the study was entirely voluntary,and responses would be anonymous and used solely for academic purposes. Author Contribution Author Contributions: Conceptualization, L.X.; methodology, L.X. and C.W.; software,F.Z. and Q.C.; validation, A.X.; formal analysis, C.W.; investigation, F.Z; data curation, L.X .; writing—originaldraft preparation, A.X. and Q.C.; writing—review and editing, C.W. ; funding acquisition, A.X. and Q.C.Each author has read and agreed to the published version of the manuscript. Data Availability Availability of data and materials: The datasets used and/or analysed during the current study available from the corresponding author on reasonable request References Park S,Stangl B（2020）Augmented reality experiences and sensation seeking.Tourism Manage 77:104023.DOI:10.1016/j.tourman.2019.104023. Shi Si,Huang Xiaobo,Zhang Meng (2021) Is immersion enough? 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Wang F,Huang S,Morrison A M,et al（2022）The effects of virtual reality tourism involvement on place attachment and behavioral intentions:virtual reality tourism of the YellowCrane Tower in Wuhan.Asia Pac J Tour Res 27(3):274-289. DOI:10.1080/10941665.2022.2061363. Tsai L L（2022）Factors That Influence Virtual Tourism Holistic Image:The Moderating Roleof Sense of Presence. Sustain 14(1):467.DOI:10.3390/su14010467. Senecal S,Nantel J（2004）The influence of online product recommendations on consumers’online choices. J Retailing 80(2):159-169.DOI:10.1016/j.jretai.2004.04.001. Barreto J J,Rubio N,Martínez S C（2018）The online destination brand experience:Development of a sensorial–cognitive–conative model.Int J Tour Res 21(2):245-258.DOI:10.1002/jtr.2258. Walters G,Sparks B,Herington C（2007）The Effectiveness of Print Advertising Stimuli in Evoking Elaborate Consumption Visions for Potential Travelers.J Travel Res 46(1):24-34.DOI:10.1177/0047287507302376. Kim M J, Bonn M,Lee C K（2017）Seniors’dual route of persuasive communications inmobile social media and the moderating role of discretionary time.Asia Pac J Tour Res 22(8):799-818.DOI:10.1080/10941665.2017.1331925. An S,Choi Y,Lee C K（2021）Virtual travel experience and destination marketing: Effects of sense and information quality on flow and visit intention.J Destin Mark Manage 19:100492.DOI:10.1016/j.jdmm.2020.100492. Huang Y C,Backman K F,Backman S J,et al（2016）Exploring the Implications ofVirtual Reality Technology in Tourism Marketing:An Integrated Research Framework. Int J Tour Res 18(2):116-128.DOI:10.1002/jtr.2038. Yang H, Yu J,Zo H,et al（2016）User acceptance of wearable devices:An extended perspective of perceived value.Telemat Inform 33(2):256-269.DOI:10.1016/j.tele.2015.08.007. Fan X, Jiang X,Deng N（2022）Immersive technology:A meta-analysis of augmented/virtual reality applications and their impact on tourism experience.Tourism Manage 91:104534.DOI:10.1016/j.tourman.2022.104534. Sundar S S,Tamul D J（2014）Wu M.Capturing“cool”:Measures for assessing coolness oftechnological products. Int J Hum-Comput St 72(2):169-180.DOI:10.1016/j.ijhcs.2013.09.008. Issock Issock P B,Jacobs A,Koopman A（2024）Immersive escapes: examining theimpact of personality traits,perceived enjoyment,flow and trust on virtual reality technology adoption intentions in an emerging market.Cogent Bus Manag 11(1):2364835.DOI:10.1080/23311975.2024.2364835. Venkatesh V,Morris M G（2003）Davis G B,et al.User acceptance of information technology:toward aunified view.MIS Q.27(3):425-478. Wang F,Huang S,Morrison A M,et al（2022）The effects of virtual reality tourism involvement on place attachment and behavioral intentions:virtual reality tourism of the YellowCrane Tower in Wuhan.Asia Pac J Tour Res 27(3):274-289.DOI:10.1080/10941665.2022.2061363. Hooper D,Mullen J,Hooper D,et al（2008）Structural equation modeling:Guidelines fordetermining model fit[J].Electron J Bus Res Method 6(1):53-60.DOI:10.0000/PMID35188134. Footnotes Qian Gua Data. Active User Portrait Trend Report 2022 (Xiaohongshu Platform). http:;; www.qian-gua.com Additional Declarations No competing interests reported. Cite Share Download PDF Status: Posted Version 1 posted You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. 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Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-6539055","acceptedTermsAndConditions":true,"allowDirectSubmit":true,"archivedVersions":[],"articleType":"Article","associatedPublications":[],"authors":[{"id":465032135,"identity":"940ba1aa-18e8-4a54-b1d0-1557d100f837","order_by":0,"name":"Lele XU","email":"","orcid":"","institution":"Zhejiang Gongshang University","correspondingAuthor":false,"prefix":"","firstName":"Lele","middleName":"","lastName":"XU","suffix":""},{"id":465032136,"identity":"fa12aa84-c3b7-4977-93c0-863baae1cbf6","order_by":1,"name":"Fan Zhang","email":"","orcid":"","institution":"Zhejiang Gongshang University","correspondingAuthor":false,"prefix":"","firstName":"Fan","middleName":"","lastName":"Zhang","suffix":""},{"id":465032137,"identity":"eb59f3d7-06d4-4637-b422-80f555eb9782","order_by":2,"name":"Chao Wang","email":"","orcid":"","institution":"South China University of Technology","correspondingAuthor":false,"prefix":"","firstName":"Chao","middleName":"","lastName":"Wang","suffix":""},{"id":465032138,"identity":"67897f8d-a3cb-43a7-8e7d-9fe8fce6b88f","order_by":3,"name":"An Xin XU","email":"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAZAAAAAyAQMAAABI0h/eAAAABlBMVEX///8AAABVwtN+AAAACXBIWXMAAA7EAAAOxAGVKw4bAAAA1UlEQVRIie3PsQrCMBCA4YhQl0jWuNRXiAhd7MOcCHGpoFs37RIH617xJXyE6IFT3DN00MVdnFxEESeRtm4O+Ui2+zmOEMf5U/r5fa+RJEeIw+pJl1FEcTSy+qb+KpOydVK78lG2Tjs4UVjb6CiIwdOEzRdQmPB8D5gZrAttAgs0J9wcNsVr7EAjjdET2/SZ8DMRfFSctG1/hlS8XjAGgeWJeG/hLeVJAlAh6VgJSM1QMFpHDlrS0lt8G3WvTdWbqvYpudzuoc/my5LzP9Hfxh3HcZyvHgRFT27IfSnSAAAAAElFTkSuQmCC","orcid":"","institution":"Minjiang University","correspondingAuthor":true,"prefix":"","firstName":"An","middleName":"Xin","lastName":"XU","suffix":""},{"id":465032140,"identity":"d421e2ca-bf31-4869-89bb-b048545d4831","order_by":4,"name":"Qian Cheng","email":"","orcid":"","institution":"Zhejiang Gongshang University","correspondingAuthor":false,"prefix":"","firstName":"Qian","middleName":"","lastName":"Cheng","suffix":""}],"badges":[],"createdAt":"2025-04-27 08:23:06","currentVersionCode":1,"declarations":"","doi":"10.21203/rs.3.rs-6539055/v1","doiUrl":"https://doi.org/10.21203/rs.3.rs-6539055/v1","draftVersion":[],"editorialEvents":[],"editorialNote":"","failedWorkflow":false,"files":[{"id":83852369,"identity":"ec2744e0-6ce5-4d07-a96e-dfff41c43ec7","added_by":"auto","created_at":"2025-06-03 16:24:15","extension":"png","order_by":1,"title":"Figure 1","display":"","copyAsset":false,"role":"figure","size":64491,"visible":true,"origin":"","legend":"\u003cp\u003eStructural model of the connotation of virtual tourism attractiveness\u003c/p\u003e","description":"","filename":"1.png","url":"https://assets-eu.researchsquare.com/files/rs-6539055/v1/a7f6d064795695ee42cac650.png"},{"id":83851676,"identity":"e60fe9f5-f136-4ee7-92a1-87d3927d569f","added_by":"auto","created_at":"2025-06-03 16:16:15","extension":"png","order_by":2,"title":"Figure 2","display":"","copyAsset":false,"role":"figure","size":112595,"visible":true,"origin":"","legend":"\u003cp\u003eSecond-order validity factor analysis of virtual tourism attractiveness\u003c/p\u003e","description":"","filename":"Fig2.png","url":"https://assets-eu.researchsquare.com/files/rs-6539055/v1/462553c1c554ab69ae83f971.png"},{"id":86891770,"identity":"67820299-bfb4-4f60-8bf8-d33f4fa51cbe","added_by":"auto","created_at":"2025-07-16 20:31:14","extension":"pdf","order_by":0,"title":"","display":"","copyAsset":false,"role":"manuscript-pdf","size":1556189,"visible":true,"origin":"","legend":"","description":"","filename":"manuscript.pdf","url":"https://assets-eu.researchsquare.com/files/rs-6539055/v1/02861f20-8939-44a4-a139-6eced87734d9.pdf"}],"financialInterests":"No competing interests reported.","formattedTitle":"Virtual tourism attractiveness: dimension identification, scale development and validation","fulltext":[{"header":"Introduction","content":"\u003cp\u003eAttractiveness plays a crucial role in tourism; \u0026lsquo;no attraction, no tourism\u0026rsquo;. The essence of the term \u0026lsquo;attraction\u0026rsquo; reflects the core attribute of the psychological and behavioural drive of the object (e.g., destination, experience) to the subject (e.g.,tourist). \u0026lsquo;Virtual tourism attraction\u0026lsquo; is the driving effect of virtual tourism experience on users\u0026rsquo; psychology and behaviour and its core value source under the empowerment of digital technology. Insight into virtual tourism attractiveness plays an important role in the perception and meaning that destination scenarios give to tourists.\u003c/p\u003e \u003cp\u003eThe virtual tourism experience is not only the tourist's appreciation of technology, but also the multidimensional interaction between the tourist and the virtual destination, which means that the destination immersive scene is not the same as the tourist immersive experience\u003csup\u003e[\u003cspan citationid=\"CR1\" class=\"CitationRef\"\u003e1\u003c/span\u003e]\u003c/sup\u003e.In other words, the tourist immersive experience is not only the sensory passive immersion created by the destination, but also includes the tourist's emotional and spiritual active immersion.The tourist immersive experience Tourist immersive experience is not only a simple physical multi-sensory experience, but also includes the inner cognitive and emotional as well as spiritual experience of the tourist\u003csup\u003e[\u003cspan citationid=\"CR2\" class=\"CitationRef\"\u003e2\u003c/span\u003e]\u003c/sup\u003e.Tourist sensory immersion and emotional immersion as well as spiritual immersion constitutes the immersive experience of the tourist in the destination.In relation to the above discussion, the attractiveness of the virtual tourism can be defined from two perspectives: one is to look at the perceived value of the virtual tourism destination experience from the standpoint of the tourist; the other is to look at the virtual tourism destination experience from the perspective of the experience context; and the other is to look at the virtual tourism destination experience from the perspective of the experience situation. The other is from the perspective of the experiential context, emphasising the value benefits that virtual tourism destinations bring to tourists,i.e. explaining the benefits of virtual tourism experiences from the level of attractiveness.\u003c/p\u003e \u003cp\u003eWhat is the attractiveness of virtual tourism, how to measure the attractiveness of virtual tourism, and what makes virtual tourism attractive and attractive are the main scientific issues in the research of virtual tourism attractiveness, which need in-depth thinking and full identification. In the current research,\u0026lsquo;virtual tourism attraction\u0026rsquo; is still in the exploratory stage, and a clear definition and consensus have not yet been formed, especially the systematic research on the definition, characteristics and influencing factors of virtual tourism attraction. However, from attracting attention to arousing desire and prompting action, how does it contribute to the phenomenon? It has been shown that the primary factor influencing tourists' technological experience is the degree of attractiveness that tourists perceive in technological products and experiential services. This perception not only determines tourists' acceptance of virtual tourism, but also directly affects the quality of their experience and subsequent behavioural intentions in virtual tourism. At the same time, the current theoretical basis of virtual tourism attractiveness research still needs to be further broadened, and there is an urgent need to explore the benefits and utility of attractiveness brought by virtual tourism to tourists themselves from a more diversified perspective. Without an in-depth understanding of these issues, the actual experiential effects of virtual experiences, which are expected to be introduced through new technologies and transplanted through new programmes, will have little effect. Therefore, this study seeks to develop a virtual tourism attractiveness scale for tourism experiences based on national contexts and perceptions of attractiveness.\u003c/p\u003e"},{"header":"Literature review","content":"\u003cp\u003eTraditional tourism attraction theories (e.g.Gunn's Attractor Hierarchy Model, Leiper's Tourism System Theory) emphasise the driving effect of \u0026lsquo;resource uniqueness\u0026rsquo; and \u0026lsquo;experiential value\u0026rsquo; on tourists, and rely on the \u0026lsquo;physical presence\u0026rsquo; experience model, whereas virtual tourism relies on \u0026lsquo;digital presence\u0026rsquo;,\u0026lsquo;digital creativity\u0026rsquo; and \u0026lsquo;user empowerment\u0026rsquo; through the \u0026lsquo;digital presence\u0026rsquo; model. The Virtual Tourism model emphasises the driving role of \u0026lsquo;resource uniqueness\u0026rsquo; and \u0026lsquo;experiential value\u0026rsquo; for tourists, and relies on the \u0026lsquo;physical presence\u0026rsquo; experience model, while the Virtual Tourism model reconstructs the attraction generating mechanism through \u0026lsquo;Digital Presence\u0026rsquo;, \u0026lsquo;Digital Creativity\u0026rsquo;, and \u0026lsquo;User Empowerment\u0026rsquo;.\u0026lsquo;Ooi pointed out that the reason why tourism is attractive is that there are many things to do there\u003csup\u003e[\u003cspan citationid=\"CR3\" class=\"CitationRef\"\u003e3\u003c/span\u003e]\u003c/sup\u003e.For the grasp of virtual tourism perception and experience, virtual tourism attraction value is a very important concept.\u003c/p\u003e \u003cp\u003eDue to the differences in research fields, research objects, and research purposes, scholars have different classifications of virtual tourism attractiveness. Most studies on attractiveness follow both micro-level and macro-level research approaches. At the micro level\u003csup\u003e[\u003cspan citationid=\"CR4\" class=\"CitationRef\"\u003e4\u003c/span\u003e]\u003c/sup\u003e, attractiveness is explained as a socio-psychological construct measured by individual tourist perceptions. At the macro level, attractiveness is tested in the context of destination competitiveness and measured by the number of tourists arriving in an area\u003csup\u003e[\u003cspan citationid=\"CR5\" class=\"CitationRef\"\u003e5\u003c/span\u003e]\u003c/sup\u003e. In terms of research perspectives, based on the tourism supply perspective, scholars argue that tourism attractiveness mainly comes from tourism attractions. Based on the tourism demand perspective, scholars believe that tourism attraction mainly comes from tourists' self-perception. Usually, from the beginning of the tourist to generate tourism demand, through the core attraction and the external environment of the information stimulation, and then form the perception and expectation of the destination, and finally make travel decisions. It can be seen that tourism perception is an important basis for destination selection, that is, attractiveness is related to tourist perception. With the in-depth study of tourism attractiveness, more scholars believe that tourism attractiveness is a comprehensive concept, and the formation of tourism attractiveness should depend on different dimensions and multiple factors. Chen Yanying(2004)believes that attractiveness consists of tourism resource attractiveness, tourism service attractiveness, tourism environment attractiveness and so on\u003csup\u003e[\u003cspan citationid=\"CR6\" class=\"CitationRef\"\u003e6\u003c/span\u003e]\u003c/sup\u003e. And Song Zhenchun(2006)pointed out that the tourism attraction system consists of multiple elements together, in which the core attraction determines the nature of the attraction and has the strongest role in attracting tourists\u003csup\u003e[\u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e7\u003c/span\u003e]\u003c/sup\u003e. Based on a non-participatory survey approach, Xi Jianchao(2008) combined the dual perspectives of tourists\u0026lsquo;real behavioural performance and psychological behavioural intention, and concluded that the communication and interaction between attractions and tourists is an important factor influencing the magnitude of their tourism attractiveness.Han et al.(2018)developed a model of tourists\u0026rsquo; experience for an AR tourism application within the context of heritage tourism, and found that there is a significant relationship between product features(including content, presentation, functionality and interaction) have a positive correlation with the quality of tourists' experience\u003csup\u003e[\u003cspan citationid=\"CR8\" class=\"CitationRef\"\u003e8\u003c/span\u003e]\u003c/sup\u003e, so the competitiveness of virtual tourism products will depend on the ability to establish a \u0026ldquo;dynamic adaptation-positive feedback\u0026rdquo; mechanism among multiple dimensions, rather than the extreme optimisation of a single dimension.\u003c/p\u003e \u003cp\u003eThe emergence of virtual tourism has led to corresponding changes in the nature of tourism and tourists' needs in contemporary tourism. Foreign researchers have carried out a series of studies on virtual tourism based on interdisciplinary theories and methods, mainly focusing on the development, design, implementation, and application of virtual reality technology in various segments of tourism\u003csup\u003e[\u003cspan citationid=\"CR9\" class=\"CitationRef\"\u003e9\u003c/span\u003e]\u003c/sup\u003e, the use and evaluation of virtual tourism technology under the perspective of consumer perception, and virtual tourism experience and behavioural willingness\u003csup\u003e[\u003cspan citationid=\"CR10\" class=\"CitationRef\"\u003e10\u003c/span\u003e, \u003cspan citationid=\"CR11\" class=\"CitationRef\"\u003e11\u003c/span\u003e]\u003c/sup\u003e. Domestic scholars mostly understand the attractiveness of virtual tourism from the four aspects of virtual tourism hardware experience, psychological experience, experience differences and experience process, and test the relationship between experience value and variables such as tourism motivation, participation, brand loyalty, satisfaction, and tourist behavioural intention, etc. On the one hand, researchers should scientifically group different dimensions of virtual tourism attractiveness into a unified system, and on the other hand, they should clarify the intrinsic relationship between different dimensions. On the other hand, researchers should clarify the internal relationship between different dimensions.\u003c/p\u003e "},{"header":"Study 1: Qualitative Research on Dimensional Modelling of Virtual Tourism Attractiveness","content":"\u003cdiv id=\"Sec3\" class=\"Section2\"\u003e \u003cp\u003eThe main content of this study is to explore and construct the conceptual connotation, dimensional structure and measurement scale of virtual tourism attractiveness. Specifically, this study will comprehensively adopt a research design that combines qualitative research(e.g., in-depth interviews) and quantitative research (e.g.,questionnaire surveys) to identify the conceptual connotations and dimensional structure of virtual tourism attractiveness through the analysis of interviews with tourists, and to purify and validate the resilience leadership scale through expert group discussions, multi-stage questionnaire surveys, and data analyses, so as to effectively assess and measure the key variables of this study The study provides a measurement basis for subsequent quantitative research as well as a foundation for exploring the connotations and extensions of virtual tourism attractiveness.\u003c/p\u003e \u003c/div\u003e\n\u003ch3\u003e2.1 Research Methodology\u003c/h3\u003e\n\u003cdiv id=\"Sec5\" class=\"Section2\"\u003e \u003ch2\u003e2.1.1 Research sample\u003c/h2\u003e \u003cp\u003e(1)Determination of interviewees\u003c/p\u003e \u003cp\u003eTheoretical sampling is an important step in obtaining qualitative data through the interview method, i.e., based on the purpose and needs of the theoretical construction of this study, the interviewees are selected according to certain principles and criteria. Since the source of data is directly related to the reliability and validity of the qualitative research results, this study strictly follows two important principles of theoretical sampling: the first is the principle of typicality, which means that the interviewees must meet the requirements of the research topic in some aspects and have a certain degree of represent ativeness; and the second is the principle of accuracy, which means that the interviewees must be able to provide the textual information needed for the study and be relatively accurate. Based on the above principles, this study requires respondents to be tourists who have experienced virtual tours and have a certain degree of understanding of virtual tours, so that respondents can comprehensively and meticulously describe their own feelings about virtual tours based on their experiences. In addition, in terms of demographic information, the respondents were asked to cover different age groups as much as possible, with a balanced gender ratio, and to come from different regions in order to avoid possible information bias.\u003c/p\u003e \u003cp\u003e(2)Determination of sample size\u003c/p\u003e \u003cp\u003eIn terms of sample size determination, although theoretically the larger the sample size, the more the theory tends to be saturated. However, existing studies have also shown that due to the exploration of emerging research phenomena is limited by its popularity, the sample size of about 15 interviews can also meet the needs and effects of theory construction, but also ensure the efficiency of the study. This study starts from the perspective of tourists and obtains primary data through semi-structured interviews with tourists. This type of data can provide a more comprehensive understanding of tourists' feelings and perceptions of the virtual tourism experience, and help the researcher capture the details that are easily overlooked. Therefore, the authors conducted in-depth interviews with 14 tourists through online friends\u0026lsquo;recommendations and offline experience site recruitment to collect qualitative data on virtual tourism experiences from tourists\u0026rsquo;perspectives. However, the sample size of this type of data is often small and is easily affected by the researcher's interview design and interview technique. Therefore, this paper also collects tourists' online evaluations from well-known social platforms as a useful supplement to the tourist interviews.\u003c/p\u003e \u003c/div\u003e\n\u003ch3\u003e2.1.2 Research Methodology\u003c/h3\u003e\n\u003cp\u003eStarting from the demand-side perspective, this study obtains qualitative data by conducting semi-structured interviews with tourists and collecting online texts related to tourists\u0026lsquo;evaluations of the virtual tourism experience, and similarly codes and analyses the data to gain a more comprehensive understanding of tourists\u0026rsquo; feelings and perceptions of the virtual tourism experience. Referring to Churchill's(1979)scale development procedure\u003csup\u003e[\u003cspan citationid=\"CR12\" class=\"CitationRef\"\u003e12\u003c/span\u003e]\u003c/sup\u003e, this study combined qualitative and quantitative methods to develop the virtual tourism attractiveness scale. In particular, the scale development was divided into three stages of exploration and analysis: stage 1, identifying the conceptual connotation and dimensional structure of virtual tourism attractiveness through structured interviews;stage 2,combining the literature review, the expert panel and the pre-survey to generate the initial item bank of the virtual tourism attractiveness scale, and identifying the dimensional structure of the scale based on exploratory factor analysis of small sample data, and purifying and streamlining the scale items; stage 3 The scale structure identified in Stage 2 was subjected to a validation factor analysis and validity test based on a wide range of sample data.\u003c/p\u003e\n\u003ch3\u003e2.2 Dimensional structure of virtual tourism attractiveness\u003c/h3\u003e\n\u003cdiv id=\"Sec8\" class=\"Section2\"\u003e \u003ch2\u003e2.2.1 Research design\u003c/h2\u003e \u003cp\u003eWhen designing the interview outline, the first thing that should be considered is the interviewees' understanding of the interview topic. Therefore, given that the concept of resilience leadership is too abstract and not yet familiar to tourism practitioners and managers, this study tries to avoid using words such as \u0026lsquo;virtual tourism attractiveness\u0026rsquo; directly in the interview questions, and instead interprets representative and easy-to-understand interview questions in conjunction with the conceptual connotation of virtual tourism attractiveness and indicates to the respondents before the start of the interview that virtual tourism attractiveness is a dimension of the tourism industry. Before the interview, the meaning of virtual tourism attraction, the purpose of the study and the content of the study were explained to the interviewees. At the same time, respondents were not required to leave their names on the questionnaire, and it would not interfere with their daily work, thus reducing the possibility of hiding their true thoughts.\u003c/p\u003e \u003cp\u003eNext, the online questionnaire consisted of five topic-related open-ended questions, several demographic variables variables, and item basic characteristics variables. First, the study asked respondents to answer the following five open-ended questions. For the design of the questions, the paper first combed through the relevant literature, on the basis of which the items were listed around the topic in order to obtain qualitative data on the virtual tourism experience from the tourists' perspectives. In order to ensure the validity of the interview questions, the researcher invited two tourists with virtual tourism experience to conduct pre-interviews according to the principle of convenience sample to check whether there is any situation in which the interviewees are unable to comprehend or difficult to answer, and whether the answers derived from the designed questions can match the research theme well. Afterwards, the researcher invited a virtual tour designer and an expert in the field of tourism to further revise the outline of the interviews to ensure that the interview questions were designed to be as accurate and appropriate as possible. The revised interview questions included, but were not limited to, the following, as shown in Table\u0026nbsp;\u003cspan refid=\"Tab1\" class=\"InternalRef\"\u003e1\u003c/span\u003e:\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab1\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 1\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eVirtual Tour Attraction Interview Questions\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"2\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePurpose of the interviews\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003econcrete content\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003eUsage Scenarios\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eWhere did you last experience a virtual tour? Please recall the experience and briefly describe the experience.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eWhat was your first experience with virtual tours? What were your expectations of virtual tours at the time?\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003eUsage Scenarios\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eWhat did you see by experiencing the virtual tour? How did it make you feel? How did it affect your experience༟\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eWere you impressed by the experience? What aspects did you find impressive?\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eTestimonials\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eWhat do you think are the current shortcomings of the virtual tour? What directions for improvement would be more appealing to you?\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003c/div\u003e\n\u003ch3\u003e2.2.2 Data collection\u003c/h3\u003e\n\u003cp\u003eThe tourist interviews were conducted from the beginning of August 2024 to the beginning of November 2024, a period of almost three months. As mentioned above, the number of tourists who actually experienced the virtual tour was relatively small due to the fact that the number of tourists who actually experienced the virtual tour was relatively small. As a result, in order to ensure the diversity of the respondent sample as well as the quality of the interviews, the interviews were mainly conducted in the form of online and offline recruitment at the same time. Online recruitment adopted the principle of convenience sampling, by friends recommending tourists who had experienced virtual tours, a total of seven respondents were recruited, and in-depth interviews were conducted through the form of WeChat or phone calls; offline channels by the authors as well as research assistants came to Hangzhou to provide spatial immersive products to the two local venues for on-site recruitment, a total of seven tourists were recruited to take the post-tour on-site interviews or to leave their contact information for subsequent The interviews were conducted either on-site after the tour, or by leaving contact information for follow-up interviews. In the end, a total of 14 interviewees were recruited for the interviews, which lasted from 20 to 30 minutes and resulted in 40,274 words of interview material.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab2\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 2\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eSample of Interviews on the Dimensional Structure of Virtual Tourism Attractiveness\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"7\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c7\" colnum=\"7\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eserial number\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003esex\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eage\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003ecareers\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eeducational attainment\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e \u003cp\u003elocation\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c7\"\u003e \u003cp\u003ePlace of experience\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMC1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003emale\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e23\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eschoolchildren\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eundergraduate\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eKunming\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eYunnan Provincial Museum\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMC2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ewomen\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e27\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003ebusiness employee\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eundergraduate\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eNanchang\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eLBE Large Space Immersion Exhibition\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMC3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ewomen\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e31\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003ebusiness employee\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eundergraduate\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eHuizhou\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eDunhuang Museum\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMC4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003emale\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e33\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003efunctionary\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003ebachelor's degree\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eChengdu\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eDunhuang Museum\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMC5\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ewomen\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e20\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eschoolchildren\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eundergraduate\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eLinyi\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003ePalace Museum, in the Forbidden City, Beijing\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMC6\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ewomen\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e52\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003efunctionary\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eundergraduate\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eYangquan\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eDatong Yungang Grottoes\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMC7\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ewomen\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e24\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eschoolchildren\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003ebachelor's degree\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eBeijing\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eHubei Provincial Museum\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMC8\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003emale\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e31\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eTeachers\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003ebachelor's degree\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eHangzhou\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eM511 Light Center\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMC9\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003emale\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e25\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eschoolchildren\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003edoctoral\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eShanghai\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eShanghai Exhibition Center\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMC10\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003emale\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e41\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003ebusiness employee\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003epolytechnic\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eHangzhou\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eHangzhou Zhijiang Culture Center\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMC11\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003emale\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e26\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eschoolchildren\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003edoctoral\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eShanghai\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eShanghai Shangbin Life Square\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMC12\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ewomen\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e23\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eschoolchildren\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003ebachelor's degree\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eHangzhou\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eM511 Light Center\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMC13\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ewomen\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e19\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eschoolchildren\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eundergraduate\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eHangzhou\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eM511 Light Center\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMC14\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ewomen\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e27\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eschoolchildren\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003ebachelor's degree\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eAomen\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eGalaxy Integrated Resort\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003eThe demographic characteristics of the respondents are shown in Table\u0026nbsp;\u003cspan refid=\"Tab2\" class=\"InternalRef\"\u003e2\u003c/span\u003e. Among them, 8 are female (64.3%), with a relatively even ratio of men to women; the age distribution is between 19 and 52 years old, with 23 to 33 years old predominantly (71.4%); in terms of the type of occupation, students, enterprise employees, college teachers and so on are involved; in terms of the level of education, the respondents' cultural level is relatively high (92.8% of the undergraduate degree and above); moreover, in terms of the location of the interviewees In addition, from the perspective of the location of the interviewees, the distribution is relatively wide, mainly located in Shanghai, Beijing, Hangzhou, Chongqing, Hefei, Tianjin, Macao and other places. In conclusion, the interview samples are in line with the distribution of key landing cities and have a certain degree of representativeness, which can better help to explore the tourists' feelings about the virtual tourism experience.\u003c/p\u003e\n\u003ch3\u003e2.2.3 Network text qualitative data collection\u003c/h3\u003e\n\u003cp\u003eFor the demand-side network text collection from the domestic well-known social media platform Xiaohongshu. As a lifestyle community and sharing platform Xiaohongshu is undoubtedly the current benchmark of the content community, retaining more than 200\u0026nbsp;million monthly users, with a total of more than 43\u0026nbsp;million note producers and sharers\u003ca class=\"FNLink\" href=\"#Fn1\" id=\"#FNLinkFn1\"\u003e\u003csup\u003e1\u003c/sup\u003e\u003c/a\u003e, of which the sharing of travelling experience is one of the main contents of Xiaohongshu. As a result, this paper is based on the Little Red Book platform to discover the virtual travel experience from the perspective of tourists. In this part, Python 3.9 software is also used to capture relevant information (as of 31 January 2025) with\u0026lsquo;virtual tourism\u0026rsquo; as the keyword, and the data are repeatedly analysed and compared in accordance with the principles of typicality and richness, and 18 online text messages are finally filtered out as a useful supplement to the tourists' interview data. Supplementary. The details are shown in Table\u0026nbsp;\u003cspan refid=\"Tab3\" class=\"InternalRef\"\u003e3\u003c/span\u003e, from which it can be found that the 18 pieces of information involve a wide distribution of virtual tourism experience places, including not only domestic well-known tourist destinations, but also famous international tourist destinations such as France, the United Kingdom, the United States and so on, which has a certain degree of significance in terms of representation.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab3\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 3\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eBasic information of selected information of virtual travel experience on the Little Red Book platform\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"3\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSerial number\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePlace of Experience/Products of Experience\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eRelease time\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZE1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eBeijing \"\u003cem\u003eNight Banquet in Tang Dynasty\u003c/em\u003e\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eFebruary 2021\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZE2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eBeijing \"\u003cem\u003eBeing in the Polar Regions - Setting Sail in Antarctica\u003c/em\u003e\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eFebruary 2024\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZE3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eDunhuang\"T\u003cem\u003ehe Wonderful Journey of Dunhuang\u003c/em\u003e\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eNovember 2022\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZE4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eShanghai \"\u003cem\u003eSilk Road Glory\u003c/em\u003e\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eDecember 2023\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZE5\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eShanghai \"\u003cem\u003eThe Vanishing Yuanmingyuan\u003c/em\u003e\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eJanuary 2024\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZE6\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eFrieze Art Fair, New York, USA\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eMay 2022\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZE7\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eXiamen \"\u003cem\u003eMeet Gulangyu\u003c/em\u003e\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eMay 2023\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZE8\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eFrance\"\u003cem\u003eGrand Palais\u003c/em\u003e\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eJune 2021\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZE9\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eLuoyang \"\u003cem\u003eThe Wind Rises in Luoyang\u003c/em\u003e\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eDecember 2021\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZE10\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eHangzhou \"\u003cem\u003eNotre Dame de Paris Eternal\u003c/em\u003e\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eJuly 2022\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZE11\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eLondon,United Kingdom\"\u003cem\u003eVision \u0026amp; Virtuosity\u003c/em\u003e\",\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eJuly 2022\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZE12\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eZhengzhou \"\u003cem\u003eJungle Mystery:Return to the Jurassic\u003c/em\u003e\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eJune 2024\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZE13\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eShenzhen's \"\u003cem\u003eJourney to the Moon\u003c/em\u003e\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eApril 2024\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZE14\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eMacao's \"\u003cem\u003eCanglan Tips\u003c/em\u003e\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eAugust 2023\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZE15\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eChongqing \"\u003cem\u003eHey! The Classic of Mountains and Seas\u003c/em\u003e\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eOctober 2023\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZE16\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eUrumqi's\"\u003cem\u003eExploration of the Sermon on the Mount\u003c/em\u003e\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eAugust 2023\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZE17\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eWuhan\"\u003cem\u003e10,000 Years of Civilization\u003c/em\u003e\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eNovember 2024\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eZE18\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eXi'an\"\u003cem\u003eThe Pyramid Vision\u003c/em\u003e\"\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eMay 2024\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cdiv id=\"Sec11\" class=\"Section2\"\u003e \u003ch2\u003e2.2.4 Data coding and analysis\u003c/h2\u003e \u003cp\u003eThis study used thematic analysis to analyse the qualitative interview data. Specifically, this study followed the three steps of qualitative data analysis proposed by Miles and Huberman: familiarisation, coding and categorisation. In the first step, the researcher read the textual content of all the interviewees' interviews in detail, checking for possible textual and grammatical errors in the utterances in order to improve the precision and readability of the interview texts. In the second step, the researcher recorded and labelled the words, phrases or sentences in the interview texts that contained the attractiveness of virtual tourism by means of labelling, and proposed initial concepts that could reflect the attractiveness of virtual tourism. In the third step, the researchers categorised the initial concepts generated in the second step, merged them into canonical concepts, and distilled the core themes that could accurately unify these canonical concepts. In steps two and three, two researchers,one with a research background as a virtual tour designer and one familiar with the content analysis method, each performed iterative reading, inductive summarisation, and literature comparison of the streamlining and transcription process of the coding set. Specifically, one researcher coded, categorised and distilled the survey text first, while the other researcher provided feedback with a closed-ended question (agree or disagree) and discussed the differences between the two to improve the validity of the coding and categorisation\u003csup\u003e[\u003cspan citationid=\"CR13\" class=\"CitationRef\"\u003e13\u003c/span\u003e]\u003c/sup\u003e. The results showed a 95% agreement between the two researchers in coding and categorisation, indicating a high level of reliability in the labelling and coding process of the data. Finally, an expert panel consisting of two professors and two PhD students discussed the label coding and classification process through a workshop to ensure the reliability of the data coding.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec12\" class=\"Section2\"\u003e \u003ch2\u003e2.2.5 Data results\u003c/h2\u003e \u003cp\u003eA total of 1,452 labels were created and formed the initial set of codes in this study. After cross-coding by two researchers and expert panel discussion, this study merged the 1,452 codes into 16 canonical concepts and finally distilled four core themes. As shown in Table\u0026nbsp;\u003cspan refid=\"Tab4\" class=\"InternalRef\"\u003e4\u003c/span\u003e and Fig.\u0026nbsp;\u003cspan refid=\"Fig1\" class=\"InternalRef\"\u003e1\u003c/span\u003e, this study concluded that virtual tourism attractiveness contains 4 core themes: technical attractiveness, content attractiveness, emotional attractiveness and social attractiveness. At the end of coding, this study also pushed the interview links to three employees of tourism enterprises for theoretical saturation test, and it was found that no new themes about virtual tourism attractiveness were obtained, and it was not possible to add to the existing normative concepts, from which it was judged that the results of the qualitative analysis had reached a state of saturation.\u003c/p\u003e \u003cp\u003eSpecifically, technical attractiveness refers to the perceived value of the technical equipment and functional efficiency on which virtual tourism relies, which mainly covers the aspects of interaction naturalness, sensory fidelity, device ease of use, technical reliability, etc., reflecting the technical elements in the attractiveness of virtual tourism. The experience value constructed through cultural narrative, knowledge transfer and dynamic design in the virtual scene emphasises the uniqueness, depth and innovativeness of the content, which mainly covers the aspects of cultural uniqueness, narrative immersion, dynamic updating, educational value, etc., reflecting the content elements in the attractiveness of virtual tourism. Emotional attraction the emotional resonance and psychological satisfaction triggered by the users in the virtual environment mainly covers the aspects of heart flow immersion, nostalgic resonance, self-expression, esthetic pleasure, etc., which reflects the emotional elements in the attractiveness of virtual tourism. The driving role of social interaction and sense of community belonging in the virtual scene of social attraction on users' willingness to participate mainly covers the aspects of social presence, sense of community belonging, social capital accumulation, and co-creative of value, reflecting the social elements in the attractiveness of virtual tourism. In summary, this study argues that virtual tourism attraction refers to a comprehensive driving force perceived by users when interacting with virtual scenes in digital environments through multimodal technologies (e.g.,VR;AR,meta-universe platforms, etc.), which consists of four elements: technological, content, emotional, and social.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab4\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 4\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eResults of the thematic analysis\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"3\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eThematic\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eThe normative concept\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eThe concept of specification\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003eTechnical attraction\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eInteraction naturalness\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eSmooth;no lag;Responsive;True feedback;Accurate recognition;natural;\u003c/p\u003e \u003cp\u003eFreely and effortlessly;\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSensory fidelity\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eRealistic;Immersive;High definition;Stereo;Tactile realism;Immersive;Realistic with fake;Detail Pulled;\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eDevice Ease of Use\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eLightweight;Comfortable;No tired neck;Foolproof;One-button start;\u003c/p\u003e \u003cp\u003eNovice friendly;Easy to understand;Accessible;\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eTechnical Reliability\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eStable;No lag;No dropouts;Low latency;Anti-interference;Long life;\u003c/p\u003e \u003cp\u003eGood heat dissipation;Less bugs;\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003eContent Attraction\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eCultural uniqueness\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eOriginal;Exclusive;Non-Heritage;National tide;Historically restored;\u003c/p\u003e \u003cp\u003eArtisanal reproduction;One-of-a-Kind;Localized;\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eNarrative Immersion\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eGenerational;Plot-killing;Role-playing;Crossover;Cinematic;Suspenseful;\u003c/p\u003e \u003cp\u003eepic;Fateful decisions;\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eDynamic updatability\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eAlways Playing;Season Updates;Limited Time Events;Player Co-Creation;Crowdfunded content;Version iteration;Catch-up;\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eEducational value\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eKnowledge;fun;expert interpretation;Interactive teaching;History revitalization;Parent-child study;Academic rigor;\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003eEmotional\u003c/p\u003e \u003cp\u003eattraction\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eHeart flow immersion\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eForget about time;Total commitment;Human-machine integration;Challenging exhilaration;Overwhelming sense of accomplishment;Can't stop;\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eNostalgia resonates\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eYouth returns;Childhood memories;Hometown revisited;Tears of the\u003c/p\u003e \u003cp\u003etimes;Classic revisited;Old flavors;A journey to the roots;\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSelf-expression\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003epersonalised;Custom exclusive;Identity tags;Creative workshop;\u003c/p\u003e \u003cp\u003eMy place;Unique persona;Show style;\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eEsthetic pleasure\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eA feast for the eyes;Artistic;healing;light magic;Extreme aesthetics;\u003c/p\u003e \u003cp\u003eEvery frame of wallpaper;Cranial orgasm;\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003eSocial attraction\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSocial Presence\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eFace-to-face;Real-time interaction;Teamwork;Voice chat;Body language;\u003c/p\u003e \u003cp\u003eSpaced out high fives;Zero distance;\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eCommunity belonging\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eFind an organization;A gathering of fellow travelers;Household;\u003c/p\u003e \u003cp\u003eA gang;a cultural circle;A spiritual home;An old iron;A family;\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSocial capital accumulation\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eSunshine achievements;Leader boards;Rare titles;Skin flair;Number\u003c/p\u003e \u003cp\u003eof followers;Social currency;Circle markers;\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eCo-Creation of Value\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003ePlayer design;Crowd sourced maps;UGC workshops;Share of proceeds;\u003c/p\u003e \u003cp\u003eStay in history;Collective wisdom;\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003e \u003c/p\u003e \u003c/div\u003e "},{"header":"Study 2: Scale construction of virtual tour attractiveness","content":"\u003cdiv id=\"Sec13\" class=\"Section2\"\u003e \u003cdiv id=\"Sec14\" class=\"Section3\"\u003e \u003ch2\u003e3.1 Initial measurement items\u003c/h2\u003e \u003cp\u003eThe generation of the virtual tourism attractiveness measurement item bank consists of the following four main steps. First, based on the variable concepts and dimensional elements identified in the qualitative analysis, this study extracted the relevant items that can describe the attractiveness of virtual tourism from existing studies through literature review, and initially formed an initial measurement item bank containing 26 items (Table\u0026nbsp;\u003cspan refid=\"Tab5\" class=\"InternalRef\"\u003e5\u003c/span\u003e). First, two management professors and four doctoral students translated and proofread the English items involved; second, some items were developed with the results of the qualitative analysis to achieve an accurate measurement of the attractiveness of virtual tourism; third, a panel of two management professors and four doctoral students examined the content validity of the items, categorised items with similar connotations, deleted those that did not fit the context of this study, and combined with individual cognitive and cognitive analysis, the content validity of the items was examined. Thirdly, an expert panel consisting of two professors of management and four doctoral students examined the content validity of the items, categorised the items with similar connotations, deleted those that did not fit the context of this study, and adjusted and optimised some of the item formulations in the context of individual perceptions and virtual experiences, resulting in 22 items (Table\u0026nbsp;\u003cspan refid=\"Tab6\" class=\"InternalRef\"\u003e6\u003c/span\u003e).\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab5\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 5\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eInitial Measurement of Virtual Tourism Attractiveness Question Bank\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"3\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eDimension\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSpecific topics\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eReference\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003eTechnical Attraction\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSimulates realistic landscapes and accurately reproduces the content of attractions\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eHe et al\u003csup\u003e[\u003cspan citationid=\"CR14\" class=\"CitationRef\"\u003e14\u003c/span\u003e]\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIt was easy to find the information I wanted in the digital system\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\" morerows=\"2\" rowspan=\"3\"\u003e \u003cp\u003eLoureiro et al\u003csup\u003e[\u003cspan citationid=\"CR15\" class=\"CitationRef\"\u003e15\u003c/span\u003e]\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eBy clicking on the floating arrows, I can easily \"walk\" through the digital system.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eThe operation of the virtual tour device felt natural and smooth to me\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eI believe the technology associated with virtual tours will be reliable\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eWan et al\u003csup\u003e[\u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e16\u003c/span\u003e]\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003eContent Attraction\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eTaking this virtual tour provided me with interesting cultural events and heritage\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eLing-Long Tsai\u003csup\u003e[\u003cspan citationid=\"CR17\" class=\"CitationRef\"\u003e17\u003c/span\u003e]\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eFast update of travel information in virtual tours\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eSenecal \u0026amp;Nantal\u003csup\u003e[\u003cspan citationid=\"CR18\" class=\"CitationRef\"\u003e18\u003c/span\u003e]\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eI felt that the virtual tour allowed me to experience the culture associated with the exhibits in a real way.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003eBarreto et al\u003csup\u003e[\u003cspan citationid=\"CR19\" class=\"CitationRef\"\u003e19\u003c/span\u003e]\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eThrough the virtual tour, I gained a good understanding of the culture associated with the exhibits\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eThe story line in the virtual scene gave me a strong sense of immersion\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eWalters et al\u003csup\u003e[\u003cspan citationid=\"CR20\" class=\"CitationRef\"\u003e20\u003c/span\u003e]\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eParticipation in the virtual tour helped me to gather further relevant information\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eKim et al\u003csup\u003e[\u003cspan citationid=\"CR21\" class=\"CitationRef\"\u003e21\u003c/span\u003e]\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003eEmotional\u003c/p\u003e \u003cp\u003eAttraction\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eThe time seems to have flown by on this virtual tour and I feel completely captivated!\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003eSohyun An et al\u003csup\u003e[\u003cspan citationid=\"CR22\" class=\"CitationRef\"\u003e22\u003c/span\u003e]\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eThis virtual tour made me focus more and forget about other things around me\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eI forget where I am when I participate in a virtual tour\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eKim et al\u003csup\u003e[\u003cspan citationid=\"CR21\" class=\"CitationRef\"\u003e21\u003c/span\u003e]\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eParticipating in virtual tours is a pleasure\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eHuang et al\u003csup\u003e[\u003cspan citationid=\"CR23\" class=\"CitationRef\"\u003e23\u003c/span\u003e]\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eGood three-dimensional reality effect, vividly displaying the scenic environment\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eHe et al\u003csup\u003e[\u003cspan citationid=\"CR14\" class=\"CitationRef\"\u003e14\u003c/span\u003e]\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eWearable devices have attractive user interfaces (e.g., colors, menus, etc.)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003eYang et al\u003csup\u003e[\u003cspan citationid=\"CR24\" class=\"CitationRef\"\u003e24\u003c/span\u003e]\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eThe overall look and feel of the wearable device is visually appealing\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eI was struck by the digital restoration of scenes that have disappeared.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eFan et al\u003csup\u003e[\u003cspan citationid=\"CR25\" class=\"CitationRef\"\u003e25\u003c/span\u003e]\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eTravelers who use virtual tours are perceived as being brave enough to try new things\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003eSundar et al\u003csup\u003e[\u003cspan citationid=\"CR26\" class=\"CitationRef\"\u003e26\u003c/span\u003e]\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eVirtual tours make the travelers who use them different from other travelers\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"4\" rowspan=\"5\"\u003e \u003cp\u003eSocial Attraction\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eI can feel the \"real presence\" of my friends as I explore the virtual world with them.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003ePaul et al\u003csup\u003e[\u003cspan citationid=\"CR27\" class=\"CitationRef\"\u003e27\u003c/span\u003e]\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eCollaborative multiplayer tasks enhance my participation\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eI know a lot of people who have used virtual tours\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003eVenkatesh \u0026amp; Morriset al\u003csup\u003e[\u003cspan citationid=\"CR28\" class=\"CitationRef\"\u003e28\u003c/span\u003e]\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIf everyone around me is using a virtual tour product,I'd want to use it too\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIdentity labels earned through virtual tours make me proud\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eWang et al\u003csup\u003e[\u003cspan citationid=\"CR29\" class=\"CitationRef\"\u003e29\u003c/span\u003e]\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab6\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 6\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eMeasurement items for the attractiveness of virtual tours (after expert panel discussion)\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"3\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eDimension\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eThe normative concept\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eSpecific topics\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"4\" rowspan=\"5\"\u003e \u003cp\u003eTechnical Attraction\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eInteraction naturalness\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eThe virtual tour system is very interactive in operation\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eDevice Ease of Use\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eVirtual tours are easy with the relevant hardware and software\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eInteraction naturalness\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eVirtual tours allow me to interact with scenes and characters\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSensory fidelity\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eVirtual tours can deliver immersive and realistic visuals\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eTechnical reliability\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eHigher security and reliability of the virtual tour product system\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"4\" rowspan=\"5\"\u003e \u003cp\u003eContent Attraction\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eCultural uniqueness\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eThe cultural elements in the virtual scene strike me as unique and valuable\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eDynamic updatability\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eFast update of travel information in virtual tours\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eEducational value\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eVirtual tours can broaden horizons and stimulate the imagination\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eNarrative Immersion\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eWhen I think back on the virtual tour, many images come to mind\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eEducational value\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eKnowledge gained through participation in virtual tours\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"6\" rowspan=\"7\"\u003e \u003cp\u003eEmotional Attraction\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eHeart flow immersion\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eDuring the virtual tour, I had a great time and felt that the time flew by!\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eHeart flow immersion\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eThe virtual tour experience allowed me to focus more and forget about other things around me\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSelf-expression\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eParticipating in virtual tours is a pleasure\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eEsthetic pleasure\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eThe interface presented in the virtual tour looks great!\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eEsthetic pleasure\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eColor harmony of the images presented in the virtual tour\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eNostalgia resonates\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eDigitally restored scenes (such as ancient ruins) inspire nostalgia or awe in me\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSelf-expression\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003ePeople who use virtual tours are considered to be brave enough to try new things\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"4\" rowspan=\"5\"\u003e \u003cp\u003eSocial Attraction\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSocial presence\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eWhen interacting with others on a virtual tour, I feel like the other person is real\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eCo-Creation of Value\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eI am willing to participate in the design or improvement of the virtual tour scenarios\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSocial capital accumulation\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eI'm more likely to participate in a virtual tour if my circle of friends is constantly being told what it's like to be a part of it.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eCommunity belonging\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eRecommendations or usage behaviors of people around me affect my willingness to try virtual tours\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSocial capital accumulation\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eIdentity labels earned through virtual tours make me proud\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003e \u003cb\u003e3.2 Pre-survey\u003c/b\u003e \u003c/p\u003e \u003cp\u003eThis study conducted a pre-survey on two tourism megaspace immersive offline venues in Hangzhou, China in early February 2025, and 50 valid questionnaires were collected cumulatively. Reliability analysis showed that the Cronbach's alpha values of technical attraction, emotional attraction, content attraction and social attraction were 0.808, 0.762, 0.761 and 0.815, respectively, which were all greater than 0.7, indicating that the scales had good internal consistency. Exploratory factor analysis showed that the overall KMO value of the scale was 0.935, of which the factor loading of the cardiac flow immersion measurement item Emo\u003csub\u003e2\u003c/sub\u003e was low at 0.309, which was deleted according to the criteria, and after deletion, the Cronbach\u0026rsquo;s α coefficient of its subscale was significantly increased to 0.816. After the pre-survey, one measurement item of Emo\u003csub\u003e2\u003c/sub\u003e was deleted, and the questionnaire remaining measurement items were 21 for the formal research questionnaire.\u003c/p\u003e \u003c/div\u003e \u003c/div\u003e \u003cdiv id=\"Sec15\" class=\"Section2\"\u003e \u003ch2\u003e3.3 Formal research\u003c/h2\u003e \u003cp\u003eIn the second half of February 2025, the study launched the questionnaire survey by using an electronic questionnaire in a self-administered format, which was distributed for a total of 20 days. In order to ensure the quality of the questionnaires returned, the research team informed the purpose of the study in detail on the questionnaire link, ensured anonymity, and emphasised that there was no right or wrong answer, and that no conflict of interest was involved. Meanwhile, all the scales used Likert 7-point scale scales. Eventually, a total of 240 questionnaires were collected in the formal survey of this study, of which 209 valid questionnaires were obtained, with a valid recovery rate of 87.0%.\u003c/p\u003e \u003cp\u003eFrom the perspective of demographic variables of the respondents, in terms of gender ratio, 113 respondents are male, accounting for 54.1% of the total, and 96 respondents are female, accounting for 45.9% of the total, which is roughly equal to the proportion of men and women, and will not bring about cognitive and emotional lopsidedness because of the disproportionate gender ratio; in terms of age structure, the age structure of the sample of the present study mainly concentrates on the age range of 25\u0026ndash;50, accounting for 88.7% of the sample, of which 75.2% are tourists aged 35\u0026ndash;50. 88.7%, of which 75.2% are tourists aged 35\u0026thinsp;~\u0026thinsp;50, the age structure of the sample in this study is basically normally distributed, which is in line with the expectation; in terms of education level, college degree or above accounts for 78.8% of the total sample, reflecting the larger proportion of the more educated people in this questionnaire survey. The demographic characteristics of the sample are representative to a certain extent, and the distribution of various groups of people is relatively even.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec16\" class=\"Section2\"\u003e \u003ch2\u003e3.4 Exploratory factor analysis\u003c/h2\u003e \u003cp\u003eThis study combines the results of the literature review and interview analyses to generate the questionnaire, which was corrected by small-scale interviews to ensure the content validity of the measurement questionnaire. Next, the validation of construct validity is conducted, and this study of construct validity adopts Bartlett spherical with KMO (Kaiser-Meyer-Olkin) test to verify whether the measurement items are suitable for factor analysis. The results of the test showed that the KMO was 0.864 and the probability of significance of p for the Bartlett's spherical test was 0.000, indicating that common factors existed between the correlation matrices, making them suitable for factor analysis. Principal component analysis was used to extract factors with eigenvalues greater than 1 by selecting maximum orthogonal rotation. The results of factor analysis yielded four factor structures with a cumulative contribution rate of 74.506%, which was basically consistent with the theoretical conception of the previous paper, and the factor loadings of each factor were above 0.6 (Table\u0026nbsp;\u003cspan refid=\"Tab7\" class=\"InternalRef\"\u003e7\u003c/span\u003e).\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab7\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 7\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eOrthogonal rotated factor loading matrix for virtual tourism attractiveness\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"5\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003eItem\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colspan=\"4\" nameend=\"c5\" namest=\"c2\"\u003e \u003cp\u003eFactor\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003e1\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003e2\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003e3\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003e4\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eTechnical Attraction(TEC)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eTEC\u003csub\u003e1\u003c/sub\u003e:Interactive naturalness\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.013\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.897\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.057\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e-0.005\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eTEC\u003csub\u003e2\u003c/sub\u003e:Interaction naturalness\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.088\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.834\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.077\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.009\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eTEC\u003csub\u003e3\u003c/sub\u003e:Ease of use of equipment\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.047\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.862\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.075\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.034\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eTEC\u003csub\u003e4\u003c/sub\u003e:Sensory fidelity\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.100\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.825\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.065\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.041\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eTEC\u003csub\u003e5\u003c/sub\u003e:Technical reliability\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.013\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.880\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.023\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.026\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eContent Attraction(CON)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eCON\u003csub\u003e1\u003c/sub\u003e:Cultural distinctiveness\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.043\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e-0.034\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.052\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.88\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eCON\u003csub\u003e2\u003c/sub\u003e:Dynamic updatability\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e-0.03\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.08\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.11\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.776\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eCON\u003csub\u003e3\u003c/sub\u003e:Educational value\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.063\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.004\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.165\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.865\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eCON\u003csub\u003e4\u003c/sub\u003e:Educational value\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.029\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.031\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.093\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.852\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eCON\u003csub\u003e5\u003c/sub\u003e:Narrative immersion\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e-0.002\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.023\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.195\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.869\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eEmotional Attraction(EMO)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eEMO\u003csub\u003e1\u003c/sub\u003e:Heart flow immersion\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.885\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.004\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e-0.046\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e-0.035\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eEMO\u003csub\u003e3\u003c/sub\u003e:Self-expression\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.864\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.089\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.096\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.005\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eEMO\u003csub\u003e4\u003c/sub\u003e:Self-expression\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.825\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e-0.027\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.095\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.004\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eEMO\u003csub\u003e5\u003c/sub\u003e:Esthetic pleasure\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.857\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.072\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e-0.054\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.109\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eEMO\u003csub\u003e6\u003c/sub\u003e:Esthetic pleasure\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.858\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.048\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.012\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e-0.003\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eEMO\u003csub\u003e7\u003c/sub\u003e:Nostalgic resonance\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.864\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.11\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.015\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.032\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSocial Attraction(SOC)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSOC\u003csub\u003e1\u003c/sub\u003e:Social presence\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.031\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.07\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.843\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.123\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSOC\u003csub\u003e2\u003c/sub\u003e:Social capital accumulation\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.104\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.029\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.845\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.124\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSOC\u003csub\u003e3\u003c/sub\u003e:Social capital accumulation\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.049\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.109\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.846\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.126\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSOC\u003csub\u003e4\u003c/sub\u003e:Community belonging\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e-0.01\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.041\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.863\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.129\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSOC\u003csub\u003e5\u003c/sub\u003e:Co-creating value\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e-0.06\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.057\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.838\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.105\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003c/div\u003e "},{"header":"Study 3: Scale Validation of Virtual Tourism Attractiveness","content":"\u003cdiv id=\"Sec17\" class=\"Section2\"\u003e \u003cdiv id=\"Sec18\" class=\"Section3\"\u003e \u003ch2\u003e4.1 Validation factor analysis of the virtual tourism attractiveness measurement model\u003c/h2\u003e \u003cp\u003eVirtual tourism attractiveness includes four variables, which are known by literature combing and qualitative analysis, and each variable contains four sub-dimensions each. In this study, the structural equation model provided by AMOS27.0 was used for validation factor analysis and the validity test of each variable. The results of the analysis are shown in Table\u0026nbsp;\u003cspan refid=\"Tab8\" class=\"InternalRef\"\u003e8\u003c/span\u003e.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab8\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 8\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eValidation factor analysis\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"7\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c7\" colnum=\"7\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eDimension\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSubject\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003efactor loading\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003estandard deviation\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eCronbach's α\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e \u003cp\u003eAVE\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c7\"\u003e \u003cp\u003eCR\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"4\" rowspan=\"5\"\u003e \u003cp\u003eTechnical Attraction\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eTEC\u003csub\u003e1\u003c/sub\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.877\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e1.537\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eTEC\u003csub\u003e2\u003c/sub\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.792\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e1.463\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eTEC\u003csub\u003e3\u003c/sub\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.831\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e1.44\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.915\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.685\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c7\"\u003e \u003cp\u003e0.916\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eTEC\u003csub\u003e4\u003c/sub\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.784\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e1.431\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eTEC\u003csub\u003e5\u003c/sub\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.850\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e1.543\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"4\" rowspan=\"5\"\u003e \u003cp\u003eContent\u003c/p\u003e \u003cp\u003eAttraction\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eCON\u003csub\u003e1\u003c/sub\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.849\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e1.514\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eCON\u003csub\u003e2\u003c/sub\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.711\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e1.448\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eCON\u003csub\u003e3\u003c/sub\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.855\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e1.411\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.909\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.674\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c7\"\u003e \u003cp\u003e0.912\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eCON\u003csub\u003e4\u003c/sub\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.809\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e1.252\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eCON\u003csub\u003e5\u003c/sub\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.870\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e1.541\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"5\" rowspan=\"6\"\u003e \u003cp\u003eEmotional\u003c/p\u003e \u003cp\u003eAttraction\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eEMO\u003csub\u003e1\u003c/sub\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.867\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e1.562\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eEMO\u003csub\u003e3\u003c/sub\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.839\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e1.43\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eEMO\u003csub\u003e4\u003c/sub\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.775\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e1.542\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.929\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.690\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c7\"\u003e \u003cp\u003e0.930\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eEMO\u003csub\u003e5\u003c/sub\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.830\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e1.392\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eEMO\u003csub\u003e6\u003c/sub\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.825\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e1.681\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eEMO\u003csub\u003e7\u003c/sub\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.846\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e1.569\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"4\" rowspan=\"5\"\u003e \u003cp\u003eSocial Attraction\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSOC\u003csub\u003e1\u003c/sub\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.811\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e1.606\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSOC\u003csub\u003e2\u003c/sub\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.798\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e1.538\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSOC\u003csub\u003e3\u003c/sub\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.817\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e1.506\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.910\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.672\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c7\"\u003e \u003cp\u003e0.911\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSOC\u003csub\u003e4\u003c/sub\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.828\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e1.389\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSOC\u003csub\u003e5\u003c/sub\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.843\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e1.624\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003eThe model fitting results are shown in Table\u0026nbsp;\u003cspan refid=\"Tab9\" class=\"InternalRef\"\u003e9\u003c/span\u003e, and the model fitting superiority indexes in this study reached the model fitting criteria recommended by Hooper et al\u003csup\u003e[\u003cspan citationid=\"CR30\" class=\"CitationRef\"\u003e30\u003c/span\u003e]\u003c/sup\u003e:χ2/df\u0026thinsp;=\u0026thinsp;1.54,SRMR\u0026thinsp;=\u0026thinsp;0.05,RMSEA\u0026thinsp;=\u0026thinsp;0.05,NFI\u0026thinsp;=\u0026thinsp;0.97,CFI\u0026thinsp;=\u0026thinsp;0.96,TLI\u0026thinsp;=\u0026thinsp;0.937,IFI\u0026thinsp;=\u0026thinsp;0.947.RFI\u0026thinsp;=\u0026thinsp;0.909,GFI\u0026thinsp;=\u0026thinsp;0.97,PNFI\u0026thinsp;=\u0026thinsp;0.784.The results of the reliability analysis showed that the Cronbach's alpha coefficient of each dimension was still greater than 0.7, indicating that the dimensions had good internal consistency. not only that, the standardised loading values of each question item ranged from 0.711 to 0.877, which was greater than the critical criterion of 0.5, and the reliability values of the combination of the dimensions(CR)ranged from 0.911 to 0.930,which is greater than the critical criterion of 0.7, and the average variance extracted (AVE) value of each dimension ranged from 0.672 to 0.690, which is greater than the critical criterion of 0.5,indicating that the scale has good convergent validity.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab9\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 9\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eResults of model fitting\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"7\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c7\" colnum=\"7\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eModel Fit Indicators\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003ex\u0026sup2;/df\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eRMSEA\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eSRMR\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eGFI\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e \u003cp\u003eCFI\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c7\"\u003e \u003cp\u003eNFI\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eIndicator requirements\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e\u0026lt;\u0026thinsp;3.0\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e\u0026lt;\u0026thinsp;0.06\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e\u0026lt;\u0026thinsp;0.05\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e\u0026ge;\u0026thinsp;0.90\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e\u0026ge;\u0026thinsp;0.90\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c7\"\u003e \u003cp\u003e\u0026ge;\u0026thinsp;0.90\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMould\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e1.54\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.05\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.05\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.97\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.96\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c7\"\u003e \u003cp\u003e0.97\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003eThe combined reliability of the second-order factor of virtual tourism attractiveness exceeds the criterion of 0.5, which has good combined reliability; the AVE value of the second-order factor exceeds the criterion of 0.5, which indicates that the second-order factor can effectively explain more than half of the variance of its first-order factor. The four first-order variables-technical attraction, content attraction, emotional attraction and social attraction significantly constitute the second-order variable virtual tourism attraction, and the convergent validity and discriminant validity meet the requirements of the study, so it can be concluded that the second-order model of virtual tourism attraction has a reasonable structure. The results of the analysis are shown in Fig.\u0026nbsp;\u003cspan refid=\"Fig2\" class=\"InternalRef\"\u003e2\u003c/span\u003e, and the standardised loadings of each first-order factor on the second-order factor are above 0.68, indicating that the relationship between the second-order factor and the first-order factor is very strong and passes the test at the 0.01 significance level. This indicates that the virtual tourism attractiveness scale is applicable to both the four related first-order factor models and the factor model with second-order structure.\u003c/p\u003e \u003cp\u003e \u003c/p\u003e \u003c/div\u003e \u003c/div\u003e "},{"header":"Discussion and Summary","content":"\u003cdiv id=\"Sec19\" class=\"Section2\"\u003e \u003cdiv id=\"Sec20\" class=\"Section3\"\u003e \u003ch2\u003e5.1 Connotation and Extension of Virtual Tourism Attractiveness\u003c/h2\u003e \u003cp\u003eOn the basis of reviewing previous relevant literature, this study developed a measurement scale with good reliability and validity based on a mixed research design combining qualitative and quantitative research. In this study,1 primary data were obtained through semi-structured interviews with tourists, supplemented by a qualitative study in which tourists\u0026lsquo;online evaluations were used as a useful supplement to the tourists\u0026rsquo; interviews. Through detailed analyses rooted in theory, the 16 subcategories were explored to uncover the four core dimensions of virtual tourism attractiveness-technical attractiveness, content attractiveness, emotional attractiveness and social attractiveness. Technical attraction refers to the perceived value of technical equipment and functional effectiveness of users in the process of virtual tourism, the essence of which is to enhance the smoothness, authenticity and convenience of user experience through technical means; content attraction is the value of experience constructed through cultural narrative, knowledge transfer and dynamic design in virtual scenes, emphasising the uniqueness, depth and innovation of the content, and the nature of which is to \u0026lsquo;digital content as tourism attraction\u0026rsquo; ; emotional attraction is the emotional resonance and psychological satisfaction triggered by users in the virtual environment,covering instant pleasure, deep identity and self-realisation and other multi-level experiences, the essence of which is to enhance user stickiness through emotional ties; social attraction is the driving effect of social interaction and sense of belonging to the community onusers\u0026rsquo; willingness to participate in the virtual scene, and the essence of which is to enhance userstickiness through emotional ties; social attraction is the driving effect of social interaction and sense of belonging to the community on users' willingness to participate in the virtual scene. Social attraction is the driving effect of social interaction and sense of belonging to the community in the virtual scene on users' willingness to participate,and its essence is the \u0026ldquo;social extension of tourism experience\u0026rdquo;.The technical, content, emotional and social attraction of virtual tourism does not exist in isolation, but through the chain reaction and circular feedback of technical empowerment-content-driven-emotional resonance-social reinforcement,forming a multi-dimensional synergistic ecosystem.\u003c/p\u003e \u003cp\u003eStudy 2 Scale Construction of Virtual Tourism Attractiveness. Based on the variable concepts and dimension elements identified by the qualitative analysis, the initial measurement item bank was initially formed for pre-survey to test the accuracy of the item formulation and the validity of the item content. The questionnaire was optimised based on the results of the pre-survey and feedback from tourists to form the scale items for the formal study.\u003c/p\u003e \u003cp\u003eStudy 3 used the questionnaire method to validate the structural model of virtual tourism attractiveness. The results show that the second-order model of the virtual tourism attractiveness scale with 21 measurement items developed by exploration has good reliability coefficients for each factor, and has high stability and internal consistency. The structural validity, convergent validity and discriminant validity of the Virtual Tourism Attractiveness Scale are all at a desirable level, and the development of the scale has a high degree of completeness, scientificity and rigour.\u003c/p\u003e \u003c/div\u003e \u003c/div\u003e \u003cdiv id=\"Sec21\" class=\"Section2\"\u003e \u003ch2\u003e5.2 Theoretical Contributions and Practical Implications\u003c/h2\u003e \u003cp\u003eThis study develops the measurement scale of virtual tourism attractiveness based on multi-stage interviews and questionnaires. Therefore, the theoretical contributions of this study mainly include: analysing the virtual tourism attractiveness response system of tourism enterprises from the demand-side perspective, and constructing the conceptual system and measurement system of virtual tourism attractiveness accordingly, which provides new theoretical perspectives and research directions for the research on virtual tourism of tourism enterprises, and helps to promote the quantitative research and empirical exploration of virtual tourism attractiveness. This study also has significant practical significance. In the qualitative study, the connotation and structure of virtual tourism attraction are analysed in depth with the data of travellers' online travelogue as the research sample, which helps virtual tourism project designers and tourist attraction managers to carry out segmentation management according to the type of tourism attraction to be used, and promotes the refinement of tourism enterprise projects in terms of tourism consumer groups and market positioning.\u003c/p\u003e \u003c/div\u003e"},{"header":"Declarations","content":"\u003ch2\u003eEthics approval\u003c/h2\u003e\n\u003cp\u003eThe study was approved by the authors\u0026apos; organisation and all methods in the study were carried out in accordance with the relevant guidelines and regulations.Relevant documents have been added.\u003c/p\u003e\n\u003ch2\u003eInformed consent\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003e\u003c/strong\u003eIn this study, informed consent was duly obtained from all participants. Before any data collection commenced, participants were required to read and sign an informed consent form. This form explicitly stated that participation in the study was entirely voluntary,and responses would be anonymous and used solely for academic purposes.\u003c/p\u003e\n\u003ch2\u003eAuthor Contribution\u003c/h2\u003e\u003cp\u003eAuthor Contributions: Conceptualization, L.X.; methodology, L.X. and C.W.; software,F.Z. and Q.C.; validation, A.X.; formal analysis, C.W.; investigation, F.Z; data curation, L.X .; writing\u0026mdash;originaldraft preparation, A.X. and Q.C.; writing\u0026mdash;review and editing, C.W. ; funding acquisition, A.X. and Q.C.Each author has read and agreed to the published version of the manuscript.\u003c/p\u003e\u003ch2\u003eData Availability\u003c/h2\u003e\u003cp\u003eAvailability of data and materials: The datasets used and/or analysed during the current study available from the corresponding author on reasonable request\u003c/p\u003e"},{"header":"References","content":"\u003col\u003e\n\u003cli\u003ePark S,Stangl B（2020）Augmented reality experiences and sensation seeking.Tourism Manage 77:104023.DOI:10.1016/j.tourman.2019.104023.\u003c/li\u003e\n\u003cli\u003eShi Si,Huang Xiaobo,Zhang Meng (2021) Is immersion enough? 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DOI:10.1016/j.tourman.2019.02.009.\u003c/li\u003e\n\u003cli\u003eHuang X T,Wei Z D,Leung X Y（2020）What you feel may not be what you experience:a psychophysiological study on flow in VR travel experiences.Asia Pac J Tour Res 25(7):736-747.DOI:10.1080/10941665.2019.1711141.\u003c/li\u003e\n\u003cli\u003eChurchill G A（1979）A Paradigm for Developing Better Measures of Marketing Constructs. 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Int J Hum-Comput St 72(2):169-180.DOI:10.1016/j.ijhcs.2013.09.008.\u003c/li\u003e\n\u003cli\u003eIssock Issock P B,Jacobs A,Koopman A（2024）Immersive escapes: examining theimpact of personality traits,perceived enjoyment,flow and trust on virtual reality technology adoption intentions in an emerging market.Cogent Bus Manag 11(1):2364835.DOI:10.1080/23311975.2024.2364835.\u003c/li\u003e\n\u003cli\u003eVenkatesh V,Morris M G（2003）Davis G B,et al.User acceptance of information technology:toward aunified view.MIS Q.27(3):425-478.\u003c/li\u003e\n\u003cli\u003eWang F,Huang S,Morrison A M,et al（2022）The effects of virtual reality tourism involvement on place attachment and behavioral intentions:virtual reality tourism of the YellowCrane Tower in Wuhan.Asia Pac J Tour Res 27(3):274-289.DOI:10.1080/10941665.2022.2061363.\u003c/li\u003e\n\u003cli\u003eHooper D,Mullen J,Hooper D,et al（2008）Structural equation modeling:Guidelines fordetermining model fit[J].Electron J Bus Res Method 6(1):53-60.DOI:10.0000/PMID35188134.\u003c/li\u003e\n\u003c/ol\u003e"},{"header":"Footnotes","content":"\u003col\u003e\u003cli\u003e\u003cspan\u003e Qian Gua Data. Active User Portrait Trend Report 2022 (Xiaohongshu Platform). http:;; \u003cspan class=\"ExternalRef\"\u003e\u003cspan class=\"RefSource\"\u003e\u003cspan\u003ewww.qian-gua.com\u003c/span\u003e\u003c/span\u003e\u003cspan address=\"http://www.qian-gua.com\" targettype=\"URL\" class=\"RefTarget\"\u003e\u003c/span\u003e\u003c/span\u003e\u003c/span\u003e\u003c/li\u003e\u003c/ol\u003e"}],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":true,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":false,"hideJournal":true,"highlight":"","institution":"","isAcceptedByJournal":false,"isAuthorSuppliedPdf":false,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":false,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true},"keywords":"Virtual tourism, virtual tourism attractiveness, dimensional identification, scale development","lastPublishedDoi":"10.21203/rs.3.rs-6539055/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-6539055/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"\u003cp\u003eAs far as the development of China's tourism industry is concerned, whether at the level of national policy or at the level of demand from both sides of the market supply, the application of virtual reality technology is actively called for. At present, although many scholars have endorsed the value of virtual tourism experience, the research results are mostly focused on the inevitable connection of \u0026lsquo;attitude-behaviour\u0026rsquo;, unilaterally focusing on focusing on a single technology or a single dimension, especially the impact of post-tour behaviour, and explaining the satisfaction of tourists' demand for immersive experience. However, few studies have explored the attraction and benefits of virtual tourism for tourists themselves. These studies have neglected the temporal patterns, spatial scales, and practical expressions of the experiential subject contained in the experiential value of virtual tourism. The article adopts a combination of qualitative and quantitative research methods to explore the structure and connotation of virtual tourism attractiveness. The results of the study show that the attractiveness of virtual tourism is centred on technical attractiveness, content attractiveness, emotional attractiveness and social attractiveness, and contains 16 subcategories such as sensory fidelity, educational value, aesthetic pleasure, and sense of belonging to a community,etc. The scale has good reliability and validity. This study is conducive to destination managers to understand the value of virtual tourism experience more comprehensively and profoundly, and to provide necessary theoretical support and practical guidance for the construction of destination in-depth tourism experience based on virtual tourism attraction experience.\u003c/p\u003e","manuscriptTitle":"Virtual tourism attractiveness: dimension identification, scale development and validation","msid":"","msnumber":"","nonDraftVersions":[{"code":1,"date":"2025-06-03 16:16:11","doi":"10.21203/rs.3.rs-6539055/v1","editorialEvents":[{"type":"communityComments","content":0}],"status":"published","journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true}}],"origin":"","ownerIdentity":"2bebfe50-5e98-4039-bfb9-a84fcba18d95","owner":[],"postedDate":"June 3rd, 2025","published":true,"recentEditorialEvents":[],"rejectedJournal":[],"revision":"","amendment":"","status":"posted","subjectAreas":[{"id":49363957,"name":"Business and commerce/Business and management"},{"id":49363958,"name":"Social science/Business and management"}],"tags":[],"updatedAt":"2025-07-16T20:23:06+00:00","versionOfRecord":[],"versionCreatedAt":"2025-06-03 16:16:11","video":"","vorDoi":"","vorDoiUrl":"","workflowStages":[]},"version":"v1","identity":"rs-6539055","journalConfig":"researchsquare"},"__N_SSP":true},"page":"/article/[identity]/[[...version]]","query":{"redirect":"/article/rs-6539055","identity":"rs-6539055","version":["v1"]},"buildId":"8U1c8b4HqxoKbykW_rLl7","isFallback":false,"isExperimentalCompile":false,"dynamicIds":[84888],"gssp":true,"scriptLoader":[]}