Improving gastro-tourism experience through 3d virtual attractions: evidence from tourists’ self-reported and neurophysiological responses
Journal of Hospitality and Tourism Technology
ISSN: 1757-9880
Article publication date: 12 August 2024
Abstract
Purpose
This study aims to explore how the utilization of 3D virtual experiences and social media improve overall gastro-tourism experiences throughout the tourist journeys.
Design/methodology/approach
This study employs a mixed-methods approach. By combining self-reported surveys and EEG tracking, this study is able to rigorously unravel Gen Z’s experience and emotions in enjoying tech-enabled gastro-tourism activities.
Findings
Showcasing 3D virtual experiences and TikTok heightened customer expectations in the pre-visit stage. The 3D virtual attractions effectively enhanced tourists’ excitement and positive emotions during on-site gastronomic experiences, and subsequently manifested into a long-term impact on future actual visit intention.
Originality/value
This study contributes to the fields of information technology and tourism by examining how digital technologies affect Gen Z’s behavior and enhance the gastro-tourism experience starting from information search, moving to on-site experiences and subsequently affect their post-purchase behavior.
Keywords
Acknowledgements
Funding: This work was supported by the School of Business and Management – Institut Teknologi Bandung PPMI Research Grant 2023.
Declaration of Generative AI and AI-assisted technologies in the writing process Statement: During the preparation of this work the author(s) used ChatGPT in order to do grammatical and spell check. After using this tool/service, the author(s) reviewed and edited the content as needed and take(s) full responsibility for the content of the publication.
Citation
Purwanegara, M.S., Windasari, N.A., Perdhana, H.F., Ashadi, M.F.R. and Aprilianty, F. (2024), "Improving gastro-tourism experience through 3d virtual attractions: evidence from tourists’ self-reported and neurophysiological responses", Journal of Hospitality and Tourism Technology, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JHTT-01-2024-0022
Publisher
:Emerald Publishing Limited
Copyright © 2024, Emerald Publishing Limited