Digital technology empowerment will become an important direction to promote the high-quality development of the cultural and tourism industry at present and in the future. Immersive tourism is a form of tourism that combines digital technology and creativity by creatively reshaping cultural resources to provide full-sensory interactive experiences that enable visitors to deeply engage and enjoy unique travel experiences. This paper takes tourists who have experienced immersive tourism and potential immersive tourists who know about immersive tourism as the research objects. Based on the theory of planned behavior, this paper introduces the variable of appeal of immersive tourism, and studies the influencing factors of behavioral intention of immersive tourism through hierarchical regression. The results suggest: (1) Consumers' attitudes, subjective norms and perceptual behavioral control have significant positive effects on immersive travel intention. The predictive power of the three factors on the intention of immersive travel is 46.9%, and the influence of attitude, perceived behavior control and subjective norms on the intention decreases successively. (2)The appeal of immersive tourism has a significant positive impact on immersive tourism intention. Appeal can explain 8.1% of travel intention.

Rui Zhang. Study on Consumer Behavior in Immersive Tourism Using the Theory of Planned Behavior. Academic Journal of Business & Management (2024) Vol. 6, Issue 4: 247-253. https://doi.org/10.25236/AJBM.2024.060436.

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