Customer Engagement in Virtual Tourism: Embracing Immersive Experience of Culture and Heritage

ABSTRACT This study employs insights from positive psychology to examine how virtual reality (VR) antecedents influence the flow state in cultural and heritage tourism to enhance customer engagement and visit intention. The study examines unobserved heterogeneity using PLS‐SEM and FIMIX‐PLS through purposive sampling. Findings underscore the significance of emotionally arousing and authentic content in virtual tourism for cultural and heritage destinations, fostering immersive experiences through positive psychology principles. The study highlights diverse perspectives on VR's impact on flow, engagement, and visit intention. Engaging VR visuals and realistic experiences grounded in positive psychology can evoke positive emotions and encourage repeat visits. The research offers strategies for marketers to deepen engagement and understand positive psychological outcomes using VR. Theoretically, it strengthens positive psychology by emphasizing the role of flow and engagement in enriching virtual tourism experiences.