The impact of mental simulation on subsequent tourist experience – dual evidence from eye tracking and self-reported measurement

Tourism research has always sought to find ways to improve tourists’ experience evaluation and create added value for them. However, the academic community has focused on the on-site and post-travel stages of tourists, and neglected the pre-travel stage. This study examines the influence of guided mental simulation of an upcoming tourist experience on subsequent on-site tourist experience and experience evaluation. The research simulated real-world experience with tour videos shot from the first-person perspective, and measured the variables using both eye movements and self-reporting. Multivariate ANOVA and multigroup analysis were then performed on the data. The results showed that a process simulation of tourists having an engagement experience and an outcome simulation of tourists having a sight-seeing experience resulted in a higher engagement level and higher emotional response during the on-site experience, higher evaluation of the experience, and a greater impact of engagement level on their evaluation. This study expands the research on tourists’ psychological experience in the pre-travel stage. Results indicate that the period from the moment consumers book or purchase the tourist product to the moment they actually embark on the tourist experience is a valuable marketing window.