... 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...

...Huan Huang; Xi Yu Leung Purpose This paper aims to uncover the insights derived from past experimental studies in promoting sustainable tourism. It also advocates for leveraging future experimental designs to position tourism as a catalyst for positive change toward sustainable development goals...