Virtual reality is transforming the travel industry as both enhancement and replacement of experiences. The purpose of this study is to examine how travelers achieve flow states in VR experiences. Based on the flow theory, the study combines physiological measures with self-reported survey measures to understand people's flow experiences. A laboratory experiment was conducted with 9D virtual reality motion theater simulator and iMEC 12 electrocardiogram monitor equipment. The contradictory results between the two measures indicate that travelers' physiological reactions may not match their psychological perceptions. Compared to control, arousal has a stronger role in mediating travelers' flow states.

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Purpose This study aims to explore the underlying mechanism of human–pet interaction in pet tourism affecting tourism experiences and daily lives of tourists. The research investigates the moderating role of pet attachment in this mechanism as well. Design/methodology/approach Based on the social exchange theory and value co-creation theory, this research develops and empirically tests a theoretical framework of human–pet interaction. Data were collected through an online survey of US tourists who have pet travel experiences. The data were analyzed by partial least squares structural equation modeling. Findings The results show that emotional value partially mediated the relationship between human–pet interaction and travel intention/quality of life, while social value partially mediated the relationship between human–pet interaction and quality of life. The findings of multi-group analysis suggest that the travel experience of tourists with low (vs high) levels of pet attachment is strengthened by human–pet interaction, leading to favorable outcomes. Originality/value This study enriches the empirical evidence on pet tourism experience. This study extends the existing literature by demonstrating the heterogeneity of the relationship between human–pet interaction, co-creation value, quality of life and travel intention of tourists with different pet attachment levels.

Purpose Drawn from flow theory, this study aims to explore children’s flow experiences in virtual reality (VR) by examining the relationships between VR experience length, arousal and flow experience (time estimation and enjoyment). Design/methodolog/approach A within-subject laboratory experiment was conducted using 9D VR and iMEC 12. A total of 47 children participated in this study. Both survey data and physiological data were collected. Findings The results revealed that longer VR videos evoked lower arousal, higher respiratory rates and less enjoyment among child participants than shorter videos. This study also verified the mediating effects of respiratory rates measured arousal on time estimations and self-reported arousal in terms of enjoyment. Originality/value This study fills a research gap related to children’s flow experiences in VR, as children’s voices remain limited in tourism research. The study findings offer meaningful insights for destination marketers to leverage the growth of parent-child tours and the increasing effects of VR on the tourism industry.