Improving gastro-tourism experience through 3d virtual attractions: evidence from tourists’ self-reported and neurophysiological responses

Purpose This study aims to explore how the utilization of 3D virtual experiences and social media improve overall gastro-tourism experiences throughout the tourist journeys. Design/methodology/approach This study employs a mixed-methods approach. By combining self-reported surveys and EEG tracking, this study is able to rigorously unravel Gen Z’s experience and emotions in enjoying tech-enabled gastro-tourism activities. Findings Showcasing 3D virtual experiences and TikTok heightened customer expectations in the pre-visit stage. The 3D virtual attractions effectively enhanced tourists’ excitement and positive emotions during on-site gastronomic experiences, and subsequently manifested into a long-term impact on future actual visit intention. Originality/value This study contributes to the fields of information technology and tourism by examining how digital technologies affect Gen Z’s behavior and enhance the gastro-tourism experience starting from information search, moving to on-site experiences and subsequently affect their post-purchase behavior.