Purpose

The increasing popularity of immersive activities (e.g. immersive performing art (IPA) at tourism destinations calls for the need to understand customers’ immersive experiences and its impact on their attitudes and behavioral intentions. This study aims to conceptualize customers’ interactive experience in IPA and systematically examine how interaction in IPA experience shapes customers’ word-of-mouth (WOM) intention and thus generates business values for destination managers.

Design/methodology/approach

A two-step mixed-methods approach was used. The qualitative study was adopted to identify the salient dimensions of interaction in IPA experience and develop a context-specific measurement scale. Structural equation modeling approach was applied to test the theoretical model using partial least squares 3.3.0.

Findings

The results indicated that the three dimensions of interaction in IPA experience (i.e. parasocial interaction, narrative interaction and environmental interaction) are positively related to customers’ experiences of narrative transportation and self-expansion related to the IPA, which further influence their WOM intention.

Originality/value

This study considers IPA as an emerging form of immersive tourism activities and conceptualizes its interactive nature, and contributes to the understanding of how customers’ interactive experience helps them construct meanings through narrative transportation, and offers valuable guidance for IPA designers and destination management organizations.

中文翻译：

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理解客户在沉浸式表演艺术中的互动体验：叙事运输视角

目的

沉浸式活动（例如沉浸式表演艺术 (IPA) 在旅游目的地的日益普及要求了解客户的沉浸式体验及其对他们的态度和行为意图的影响。本研究旨在概念化客户在 IPA 中的互动体验并系统地检查 IPA 体验中的交互如何塑造客户的口碑 (WOM) 意图，从而为目的地经理创造商业价值。

设计/方法/途径

使用了两步混合方法。采用定性研究来确定 IPA 体验中交互的显着维度，并开发特定背景的测量量表。应用结构方程建模方法来测试使用偏最小二乘法 3.3.0 的理论模型。

发现

结果表明，IPA 体验中互动的三个维度（即类社会互动、叙事互动和环境互动）与客户对 IPA 相关的叙事传输和自我扩展体验正相关，进而影响他们的口碑意向。

原创性/价值

本研究将 IPA 视为一种新兴的沉浸式旅游活动形式，并将其互动性质概念化，有助于理解客户的互动体验如何通过叙事交通帮助他们建构意义，并为 IPA 设计者和目的地管理组织提供有价值的指导。