Given that the digital transformation in how tourism and events are experienced offers novel experiencescapes instead of mere substitution, virtual concerts were selected as a research context to investigate the feeling of presence (FOP) and its influences on future participation intention.
A phenomenon-based theorizing approach with qualitative and quantitative phases was followed. Qualitative interview data were collected from 15 informants experienced with music events, while 732 valid questionnaires were collected and analyzed.
Results indicate that FOP in virtual music events encompasses the constructs of group presence, performer presence, spatial presence and behavioral presence. Compared with spatial presence, the social interactions induced in group presence and performer presence play vital roles. Moreover, FOP can positively influence the intention to participate by triggering enjoyment and the making of memories.
This paper unpacks FOP at virtual concerts, identifies a novel construct (i.e. behavioral presence) and highlights social presence in virtual tourism offerings. A model of FOP’s effect on future participation intention via short-term and long-term psychological processes was validated and offers insights into designing digital tourism experiences.
