Consumer immersion in managed visitor attractions: The role of individual responses and antecedent factors
Journal article, Peer reviewed
MetadataShow full item record
While there is a growing interest in immersive experiences and visitor immersion within the tourism industry, there is still a deﬁciency of empirical research focusing on how visitors become immersed. This study explores the subjective nature of the immersion process by focusing on the moderating role of individual responses and the inﬂuence of antecedent factors in the process. Empirical evidence for the purpose of this study was collected through a combination of ﬁeld observations and group interviews with guests visiting an Escape Room in Norway. Six individual responses that appeared to moderate the individual visitors’ immersion process were identiﬁed in the study; including aﬀective, behavioral, and cognitive responses. Findings further indicated that these responses were inﬂuenced by personal, external and social antecedents, as well as by the visitors’ own appraisal of the core features of the experience product. The ﬁndings presented in this article shed light on the individual nature of the immersion process and the factors that moderate the visitors’ progression towards a state of immersion.