..., namely, cognitive load theory and cognitive fit theory. This integration provides a holistic perspective on how user interfaces influence consumer information processing in the unique context of cruise tourism, particularly during the stage of a prepurchase information search. This study combines...

... to women. The study was the first to apply theory on consumer learning in the cruise tourism industry, specifically to compare fully immersive VR devices versus standard websites and gauge the effect of gender. VR’s effectiveness in improving attitudes and behavioral responses is usually...