How can use and gratification attributes evoke on-site travel intention in digital museum tourism? A serial mediation model

Purpose Virtual reality (VR) as an emerging technology has been used to enhance digital museum experiences. However, limited research has investigated the factors that motivate users’ on-site travel intentions (OTIs). This study aims to integrate and expand upon use and gratification (U&G) theory and emotion evaluation theory (EET) to develop a theoretical framework. This framework incorporates use and gratification attributes (UGA) to assess authenticity perception, emotional resonance and OTIs. Design/methodology/approach A total of 500 participants were invited to engage in VR tourism experiences on three digital museum platforms: the Panoramic Palace Museum, the Qin Shi Huang Mausoleum Site Museum and the Digital Dunhuang Museum. Upon completion of the virtual experience via the usability test, participants submitted their feedback through questionnaires. Out of the 436 valid responses collected, structural equation modeling was used to estimate the model parameters and validate the research hypotheses. Findings This study found that UGA significantly and positively predicted OTI and that UGA affected OTI through authenticity perception and emotional resonance. The mediating effect value of emotional resonance was higher than authenticity perception. This study also found that authenticity perception and emotional resonance played a serial mediating role between UGA and OTI. Originality/value Confirming the influence of VR technology on authenticity perception and emotional resonance that affects OTI was a critical finding of this study. This finding indicates that digital museums must consider the intrinsic emotional responses of viewers, rather than focusing on rational extrinsic factors typically associated with decision-making. The study’s outcomes offer destination marketing professionals valuable insights into digital travel experiences.