Based on the Stimulus-Organism-Response and Construal Level theories, this study collected 467 samples from Qingzhou and 494 samples from Kashgar to explore the mechanisms behind tourists’ cultural contact, destination familiarity, immersive experience, word of mouth, and revisit willingness from the perspectives of cultural homology and non-homology. The results indicated that cultural contact in a culturally homologous context affects immersion differently from a culturally non-homologous context. Those who visited culturally non-homologous destinations and had immersive experiences were more likely to revisit and recommend those destinations. The immersive experience shortens a long psychological distance, a rapid change that brings about immediate behaviors in a tourism context. Theoretical and managerial applications are discussed.

中文翻译：

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同源与非同源文化背景下游客缩短心理距离的现场沉浸式体验

本研究基于刺激-有机体-反应和解释水平理论，采集青州467个样本和喀什494个样本，探讨游客文化接触、目的地熟悉度、沉浸式体验、口碑传播和重游意愿背后的机制。文化同源性和非同源性的观点。结果表明，文化同源环境中的文化接触对沉浸感的影响与文化非同源环境中不同。那些访问过文化非同源目的地并拥有沉浸式体验的人更有可能重新访问并推荐这些目的地。沉浸式体验缩短了较长的心理距离，这种快速变化带来了旅游环境中的即时行为。讨论了理论和管理应用。