From phygital experience to virtual travel in cultural heritage destination: the role of tourist inspiration

The growing popularity of phygital travel, which blends virtual and physical destinations into a unique experience, has sparked discussions on the phygital tourist experience. However, the impact of the phygital tourist experience on tourist behaviour remains underexplored. Therefore, this study aims to investigate how the phygital tourist experience influences tourist inspiration and, in turn, behavioural intention. Drawing on the transmission model of inspiration, flow theory, and memory-dominant logic, we examined the structural relationships between the phygital tourist experience through flow experience and memorability, tourist inspiration, virtual travel intention, and destination attachment. Data were collected from 947 tourists at the Dunhuang Mogao Grottoes, a cultural heritage site in Western China, and analysed using structural equation modelling. The results revealed that phygital tourist experience through flow experience and memorability positively impacted tourist inspiration and subsequently influenced virtual travel intention. Furthermore, destination attachment moderated the effects of memorability on tourist inspiration. Additionally, the study highlighted the effect of flow experience on memorability. Theoretical and managerial implications of delivering phygital experience in the context of cultural heritage destinations were discussed based on the study's findings.