数字文旅场景中的临场感、沉浸体验与游客满意度关系研究
中国潍坊学院文史学院（School of Literature and History, Weifang University, China）
中国潍坊学院文史学院（School of Literature and History, Weifang University, China）
中国潍坊学院文史学院（School of Literature and History, Weifang University, China）
Abstract
数字文旅的时代背景下，“心临其境”的临场感对游客满意度具有重要的影响。基于曲阜三孔景区上线运营的MR虚拟混合现实文旅产品，通过引入临场感理论，探究临场感对游客满意度的作用，并将沉浸体验作为中介变量，研究临场感对游客满意度的影响路径。文章依据227份调查问卷进行实证研究，研究发现：临场感正向影响游客满意度，空间临场感和自我临场感二者对游客满意度均起到正向影响作用；沉浸体验在临场感对游客满意度的影响中起到部分中介作用。通过对曲阜三孔景区MR虚拟混合现实文旅产品带给游客的临场感进行分析，解释了临场感对游客满意度的影响路径，并为旅游目的地设计数字文旅产品提供理论依据与实践指导。
Digital cultural tourism increasingly relies on mixed reality (MR) experiences to enhance engagement at heritage destinations. Drawing on presence theory, this study examines how tourists’ sense of presence influences satisfaction in MR-based cultural tourism and whether immersive experience mediates this relationship. Using the MR program at Qufu’s Three Confucius Sites as the empirical context, we analyzed 227 valid questionnaires with regression and bootstrap mediation tests. The results show that presence positively predicts tourist satisfaction; both spatial presence and self-presence are significant drivers. Moreover, immersive experience partially mediates the effects of spatial presence and self-presence on satisfaction. By providing contextual empirical evidence for presence theory in a cultural-heritage MR setting, this study offers practical implications for designing and operating digital cultural tourism products that improve visitor experience and satisfaction.
Keywords:
临场感; 空间临场感; 自我临场感; 沉浸式体验; 游客满意度; 混合现实; Presence; Spatial presence; Self-presence; Immersive experience; Tourist satisfaction; Mixed realityData Availability Statement
本研究使用的数据可在合理请求下从通讯作者处获得。
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