Enhancing value co-creation through mental imagery in virtual reality tourism
Jun Wei Zhao, Hyun Jung Park · Asia Pacific Journal of Tourism Research · 2025
This study explores virtual reality (VR) tourism value co-creation through the lens of mental imagery, examining how VR experiences evoke cognitive processes that enhance tourists’ engagement in value co-creation. Using the “Zhangjiajie Planet” XR metaverse platform as a research stimulus, data from 537 valid online survey responses were analyzed using SPSS and AMOS software. The results revealed that mental imagery significantly enhanced psychological ownership, telepresence, and content attachment, which mediated their influence on value co-creation. By uncovering the cognitive mechanisms underlying tourist engagement in VR tourism, this study offers insights into the design of immersive and emotionally resonant virtual experiences.