Exploring non-immersive virtual reality experiences in tourism : Empirical evidence from a world heritage site
With the popularization of the concept of the metaverse, non-immersive virtual reality (VR) has become a focus of tourism destination marketing. Drawing upon telepresence theory, this study identifies the antecedents and consequences of telepresence to help interpret tourist behavior in the context of non-immersive VR experience. Results revealed that mental imagery and vividness positively predic