IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v16y2024i23p10231-d1527165.html
   My bibliography  Save this article

What Influences Users’ Continuous Behavioral Intention in Cultural Heritage Virtual Tourism: Integrating Experience Economy Theory and Stimulus–Organism–Response (SOR) Model

Author

Listed:
  • Shan Jiang

    (College of Literature and Arts Communication, TongLing University, Tongling 244061, China
    Department of Smart Experience Design, Graduate School of Techno Design, Kookmin University, Seoul 02707, Republic of Korea)

  • Zhong Zhang

    (College of Finance, TongLing University, Tongling 244061, China)

  • Huayuan Xu

    (Department of Smart Experience Design, Graduate School of Techno Design, Kookmin University, Seoul 02707, Republic of Korea)

  • Younghwan Pan

    (Department of Smart Experience Design, Graduate School of Techno Design, Kookmin University, Seoul 02707, Republic of Korea)

Abstract

Cultural heritage virtual tourism offers users a novel digital heritage experience, becoming an essential channel for cultural dissemination and preservation. However, how to stimulate users’ continuous behavioral intention remains unresolved. This study integrates the Stimulus–Organism–Response theory (SOR) and experience economy theories to construct a comprehensive model, exploring factors influencing users’ continuous intentions in cultural heritage virtual tourism. By analyzing data from 451 valid questionnaires through structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) methods, several key findings emerged. The SEM results show that (1) esthetics, entertainment, escapism, education, and connection experiences all positively affect perceived value and satisfaction; (2) except for escapism, other experiences positively influence cultural identity; and (3) perceived value, satisfaction, and cultural identity significantly impact continuous intention. The FsQCA results show that (1) in high continuous intention scenarios, perceived value, satisfaction, and cultural identity are core conditions, while esthetics, entertainment, escapism, education, and connection act as supporting conditions, enhancing users’ willingness to continue engaging under different configurations; (2) in low continuous intention cases, the absence of escapism, satisfaction, cultural identity, education, esthetics, and connection weakens users’ virtual tourism experiences, leading to a decline in continuous usage intentions. This study provides theoretical and practical insights for promoting users’ continuous intentions in cultural heritage virtual tourism.

Suggested Citation

  • Shan Jiang & Zhong Zhang & Huayuan Xu & Younghwan Pan, 2024. "What Influences Users’ Continuous Behavioral Intention in Cultural Heritage Virtual Tourism: Integrating Experience Economy Theory and Stimulus–Organism–Response (SOR) Model," Sustainability, MDPI, vol. 16(23), pages 1-29, November.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:23:p:10231-:d:1527165
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/16/23/10231/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/16/23/10231/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Zhang, Carol X. & Xiao, Honggen & Morgan, Nigel & Ly, Tuan Phong, 2018. "Politics of memories: Identity construction in museums," Annals of Tourism Research, Elsevier, vol. 73(C), pages 116-130.
    2. Dai-In Danny Han & Jessika Weber & Marcel Bastiaansen & Ondrej Mitas & Xander Lub, 2019. "Virtual and Augmented Reality Technologies to Enhance the Visitor Experience in Cultural Tourism," Progress in IS, in: M. Claudia tom Dieck & Timothy Jung (ed.), Augmented Reality and Virtual Reality, pages 113-128, Springer.
    3. Yuntao Lian & Jiafeng Xie, 2024. "The Evolution of Digital Cultural Heritage Research: Identifying Key Trends, Hotspots, and Challenges through Bibliometric Analysis," Sustainability, MDPI, vol. 16(16), pages 1-39, August.
    4. Xie, Xuemei & Wang, Hongwei, 2020. "How can open innovation ecosystem modes push product innovation forward? An fsQCA analysis," Journal of Business Research, Elsevier, vol. 108(C), pages 29-41.
    5. Yang, Xue, 2021. "Determinants of consumers’ continuance intention to use social recommender systems: A self-regulation perspective," Technology in Society, Elsevier, vol. 64(C).
    6. Jeff Baker & Kichan Nam & Christopher S. Dutt, 2023. "A user experience perspective on heritage tourism in the metaverse: Empirical evidence and design dilemmas for VR," Information Technology & Tourism, Springer, vol. 25(3), pages 265-306, September.
    7. Ana M. Domínguez-Quintero & M.Rosario González-Rodríguez & Brendan Paddison, 2020. "The mediating role of experience quality on authenticity and satisfaction in the context of cultural-heritage tourism," Current Issues in Tourism, Taylor & Francis Journals, vol. 23(2), pages 248-260, January.
    8. Nan Chen & Yahui Wang & Jiaqi Li & Yuqian Wei & Qing Yuan, 2020. "Examining Structural Relationships among Night Tourism Experience, Lovemarks, Brand Satisfaction, and Brand Loyalty on “Cultural Heritage Night” in South Korea," Sustainability, MDPI, vol. 12(17), pages 1-23, August.
    9. Zabih-Allah Torabi & Ali Shalbafian & Zaheer Allam & Zahed Ghaderi & Beniamino Murgante & Amir Khavarian-Garmsir, 2022. "Enhancing Memorable Experiences, Tourist Satisfaction, and Revisit Intention through Smart Tourism Technologies," Post-Print hal-03997572, HAL.
    10. Yang Yang & Zhengyun Wang & Han Shen & Naipeng Jiang, 2023. "The Impact of Emotional Experience on Tourists’ Cultural Identity and Behavior in the Cultural Heritage Tourism Context: An Empirical Study on Dunhuang Mogao Grottoes," Sustainability, MDPI, vol. 15(11), pages 1-17, May.
    11. Hyeon Jo, 2023. "Tourism in the digital frontier: a study on user continuance intention in the metaverse," Information Technology & Tourism, Springer, vol. 25(3), pages 307-330, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Hesty Nurul Utami & Muhammad Okiba Jauhari Elfa & Sulistyodewi Nur Wiyono & Dwi Novanda Sari & Tomy Perdana, 2025. "Sustaining Consumer Excitement: The Role of Online Customer Experience and Engagement in Shaping Behavioural Intentions in Food Social Commerce," Sustainability, MDPI, vol. 17(17), pages 1-31, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Chunyu Jiang & Sedigheh Moghavvemi & Seuk Wai Phoong, 2025. "Virtual reality’s promise for eco-friendly adventures: a study on its role in fostering sustainable tourism and reducing environmental footprint," Information Technology & Tourism, Springer, vol. 27(3), pages 547-577, September.
    2. Junjie Gao & Dandan Xu & Younghwan Pan, 2024. "Configurational Paths to Arouse Tourists’ Positive Experiences in Smart Tourism Destinations: A fsQCA Approach," SAGE Open, , vol. 14(2), pages 21582440241, May.
    3. Ru Zhang & Qianghong Huang & Jiacheng Luo & Junping Xu & Younghwan Pan, 2024. "Enhancing User Participation in Cultural Heritage through Serious Games: Combining Perspectives from the Experience Economy and SOR Theory," Sustainability, MDPI, vol. 16(17), pages 1-23, September.
    4. Jiahui Guo & Younghwan Pan, 2023. "What Factors Impact Visitors’ Intentions to Use Location-Based AR Games? An Empirical Study from Chinese Cultural Heritage Sites," Sustainability, MDPI, vol. 15(19), pages 1-18, September.
    5. Johnson, Nathan & Turnbull, Benjamin & Reisslein, Martin, 2022. "Social media influence, trust, and conflict: An interview based study of leadership perceptions," Technology in Society, Elsevier, vol. 68(C).
    6. Lattapon Tayhuadong & Vorapat Inkarojrit, 2024. "Lighting Design for Lanna Buddhist Architecture: A Case Study of Suan Dok Temple, Chiang Mai, Thailand," Sustainability, MDPI, vol. 16(17), pages 1-31, August.
    7. Shuting Chen & Liping Huang & Aojie Zhou, 2025. "How Knowledge Management Capability Drives Sustainable Business Model Innovation: A Combination of Symmetric and Asymmetric Approaches," Sustainability, MDPI, vol. 17(15), pages 1-18, July.
    8. Zhongju Liao & Yuhan Wu, 2025. "Formal institutions, informal institutions, and firms' environmental innovation: An application of the fuzzy set qualitative comparative analysis method," Sustainable Development, John Wiley & Sons, Ltd., vol. 33(1), pages 668-680, February.
    9. Rampersad, Giselle, 2020. "Robot will take your job: Innovation for an era of artificial intelligence," Journal of Business Research, Elsevier, vol. 116(C), pages 68-74.
    10. Richard Stoffle & Octavius Seowtewa & Cameron Kays & Kathleen Van Vlack, 2020. "Sustainable Heritage Tourism: Native American Preservation Recommendations at Arches, Canyonlands, and Hovenweep National Parks," Sustainability, MDPI, vol. 12(23), pages 1-34, November.
    11. Winai Nadee & Laddawan Kaewkitipong & Peter Ractham & Suwanna Sayruamyat, 2024. "An Investigation of the Intention to Visit Smart Tourism Destinations: Domestic Travelers vs. International Travelers," Sustainability, MDPI, vol. 16(23), pages 1-18, November.
    12. Jin, Zhizhou & Zeng, Saixing & Chen, Hongquan & Shi, Jonathan Jingsheng, 2022. "Explaining the expansion performance in technological capability of participants in megaprojects: A configurational approach," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
    13. Jahanvi, Jahanvi & Sharma, Meenakshi, 2021. "Brand respect: Conceptualization, scale development and validation," Journal of Business Research, Elsevier, vol. 132(C), pages 115-123.
    14. Zohreh Amiri Sardari & Tayebeh Abdoli Mohamadabadi & Javad Nazarian-Jashnabadi & Giovanni Tesoriere & Tiziana Campisi, 2024. "Smart Experience and Green Health Tourism: The Moderating Role of Content Marketing," Sustainability, MDPI, vol. 16(11), pages 1-20, May.
    15. Chenguang Hu & Kyung Hwan Yun & Ziqi Su & Chang Xi, 2022. "Effective Crisis Management during Adversity: Organizing Resilience Capabilities of Firms and Sustainable Performance during COVID-19," Sustainability, MDPI, vol. 14(20), pages 1-20, October.
    16. Liliana Popescu & Claudia Albă, 2022. "Museums as a Means to (Re)Make Regional Identities: The Oltenia Museum (Romania) as Case Study," Societies, MDPI, vol. 12(4), pages 1-14, July.
    17. Lee, Kuo-Wei & Li, Chia-Ying, 2023. "It is not merely a chat: Transforming chatbot affordances into dual identification and loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    18. Zhe Tang & Ennan Wu, 2025. "Polyphony in action: interdisciplinary approaches and sustainable strategies for musical cultural heritage preservation," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-12, December.
    19. Grimaldi, Michele & Greco, Marco & Cricelli, Livio, 2021. "A framework of intellectual property protection strategies and open innovation," Journal of Business Research, Elsevier, vol. 123(C), pages 156-164.
    20. Zhang, Carol X. & Wang, Liang & Rickly, Jillian M., 2021. "Non-interaction and identity change in Covid-19 tourism," Annals of Tourism Research, Elsevier, vol. 89(C).

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:16:y:2024:i:23:p:10231-:d:1527165. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.