Abstract :

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

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Keywords :

Affective response, Cognitive response, Consumer Experience, Digital assets, Tourism, Tourist site.

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