... role of psychological and emotional factors, including immersion, curiosity and arousal, on visit intentions. Design/methodology/approach This study used a within-subjects experimental design with a 3 × 3 factorial structure, resulting in nine scenarios that paired three VR video types with three...

...Jianyu Ma; Noel Scott; Yu Wu Purpose Tourism destination marketers use videos that incorporate storytelling and visual and audio components to evoke emotional arousal and memorability. This study aims to examine the increase in participants’ level of arousal and the degree of memorability after...