Sensory Synergy in Phygital Tourism: Unpacking the Role of Multi-Sensory Stimulation in Visitor Engagement and Behavior
通过实验研究，发现虚实融合旅游体验中情感和技术维度显著提升游客参与，进而影响满意度和访问意愿，且不同感官刺激组合会调节这些关系。
Phygital experiences are becoming prominent in tourism, yet their impact on visitor engagement, particularly in relation to multisensory stimulation, remains underexplored. Grounded in dual-process and optimum stimulation level theories, this study aims to understand how hedonic and functional aspects of phygital experiences influence visitor engagement, satisfaction, and visit intentions and assesses how varying combinations of sensory stimuli moderate these relationships. Data was collected through scenario-based experiments with 413 participants, each exposed to one of six videos representing distinct levels of sensory richness. SEM-based results indicated that both emotional and technological dimensions significantly enhance visitor engagement, which positively influences satisfaction and intention. Multi-group analysis revealed that the strengths of these relationships vary according to the degree of sensory stimulation. Specifying sensory synergy as the coordinated, congruence-based integration of modalities, the study advances dual-process and optimum stimulation level theories in phygital tourism and offers practical guidelines for designing sensory-balanced, human-centered experiences.