How Has Online Digital Technology Influenced the On-Site Visitation Behavior of Tourists during the COVID-19 Pandemic? A Case Study of Online Digital Art Exhibitions in China

Abstract

The COVID-19 pandemic has had a significant impact on the global tourism industry, leading to a decrease in peoples’ willingness to travel and a sense of insecurity regarding tourist destinations. Therefore, restoring people’s willingness to travel is the greatest challenge faced by this industry in the post-pandemic era. The tourism industry requires innovative solutions to achieve sustainable recovery. While there is a considerable amount of research on its recovery during the pandemic, there are few studies exploring people’s willingness to travel to encourage sustainable and resilient recovery in the post-pandemic era. This study employed a quality model to examine the satisfaction and intention of tourists towards the application of online digital art exhibitions under the influence of COVID-19. The aim was to investigate the promoting role of online digital art exhibitions in the sustainability and resilient recovery of the tourism industry. To achieve these objectives, this study focuses on the online digital art exhibition of Song Dynasty figure paintings launched by China Central Television (CCTV), with post-exhibition surveys conducted and 512 valid questionnaires collected. The research model and hypotheses are tested using structural equation modeling. The results of this study indicate that travelers’ intentions to engage in on-site visits through online digital exhibitions are determined by three factors: perceived value, satisfaction, and art therapy. Furthermore, online digital art exhibitions not only represented the most important form of tourism during the pandemic, but they also provided significant psychological healing. They have become a driving force for the transformation of the current culture and tourism industry and the promotion of its sustainable development. This research provides a benchmark for future research on the tourism industry, and it offers new research directions in the field of sustainable tourism.

Investigating User Experience of VR Art Exhibitions: The Impact of Immersion, Satisfaction, and Expectation Confirmation

“…In this study, CON also had a positive impact on AE and EE. Although there have been relatively few studies on the immersion dimension of expectation confirmation in the past, we still found from a small amount of literature that CON has a positive impact on AE in fields such as e-commerce [81], online digital art exhibitions [82], tourism AR applications, museums, and environmental [77], tourism AR applications [66]. There is a significant correlation between domain expectation confirmation and EE.…”

“…Visitor expectations significantly affect their experience, and confirming those expectations means that the actual experience exceeds expectations and helps to increase user experience [77]. Confirming user expectations in online digital art exhibitions has a positive impact on the overall evaluation of user aesthetics [82]. AR applications in tourism are expected to have a positive impact on the aesthetic and escapist experiences of AR, allowing tourists to participate and immerse themselves in the destination environment [66].…”

The Impact of Information Technologies Development on Tourism Industry

“…After the COVID-19 pandemic, the tourism industry needed innovative solutions to achieve sustainable recovery and restore people's travel desire. Technology allows people to visit a location, even if they do not have the means to do it or they physically cannot travel (Xia, 2023). Virtual tours can provide certain benefits that authentic tours lack.…”

Museums for Older Adults and Mobility-Impaired People: Applying Inclusive Design Principles and Digital Storytelling Guidelines—A Review

“…Furthermore, according to Kruczek et al [33], the COVID-19 pandemic demonstrated the potential of mobile phone technologies to enhance the accessibility of tourist destinations, particularly museums, for individuals with sensory impairments. Technology has been used in various ways to enhance accessibility, including the provision of online communication tools, smartphones equipped with audio guides, and the capability to directly translate text into sign language [66,67].…”