An Exploratory Study of Digital Assets to Stimulate Consumer Experience through Consumer Journey on Pre-Visit and Post-Visit at Tourism Sector

This study aims to explore how digital assets can be used as a stimulus create cognitive and affective response in two-level stages through consumer experience journey theory. 21 semi-structured interviews were conducted identify two psychological states: utilitarian (as response) hedonistic an response). The results show that several categories of information (location, place condition, tourist site objects) lead responses, such curiosity. visual based video has become the visit intention triggered with four situational facilitators which are richness, vividness, fluency, novelty. images places, moments, views tourism triggers recollection memories process evoked positive emotion refers sense longing for particular affect consumers’ word-of-mouth intention. also discovered responses same differ depending on age, gender, occupation, background.