Role of embodiment in the emotions aroused during sightseeing tour in virtual reality[Le rôle de l’incarnation dans les émotions suscitées lors des visites touristiques en réalité virtuelle]

The research objective is to understand the role of the embodiment feeling on emotional induction during and after an experience lived in virtual reality. The measurement of emotions during the virtual experience is carried out with biosensors to analyze physiological data. Post-experience, subjective measures of the emotions subjective measures of emotions allow us to correlate the set of the data. The protocol mobilizes video content in virtual reality where the user embodies a kayaker projected in Antarctica to discover the destination. Theoretically, the study aims to provide a marketing analysis model explaining the triggering of emotions in a virtual reality context, as well as the associated behavioral intentions. Additionally, research demonstrates that body position moderates the relationship between embodiment and emotions. On the methodological level, the study makes it possible to compare two methods in order to establish whether there is a correspondence between the results obtained and to provide more robustness. Finally, on the managerial level, the study offers recommendations regarding the embodiment and position of the body, with the aim of promoting the production of virtual experiences that are sources of behavioral intentions favorable to the destination and the sport activity.