Immersion has become a pivotal term in tourism literature, yet its usage often lacks clarity and context. UTM Ph.D. student Mandy Feng, alongside her supervisor, Dr. Hazel Xu, has conducted a study that delves into audience immersion in tourism performing arts, recently published in the Annals of Tourism Research. Their research employs a two-stage qualitative methodology, drawing on online comments and focus group discussions. Through inductive-deductive analysis, they identify six key characteristics of immersion, leading to a refined, context-specific definition. The study also introduces an experiential model outlining three levels of immersion based on the human information processing framework. This dual-component approach not only conceptualizes immersion but also provides practical insights for better understanding immersive experiences in this context. By clarifying the concept of immersion, the research aims to enhance both academic discourse and practical applications within the tourism sector.
Article Information：Feng, M., & Xu, Y. H. (2025). Conceptualising audience immersion in tourism performing arts: Definition and characteristics. Annals of Tourism Research, 112, 103956. https://doi.org/10.1016/j.annals.2025.103956
