Immersive events are increasingly deployed in destination management to extend visitor engagement beyond transactional touchpoints and create emotionally resonant, connected customer journeys. This chapter explores how spatial dramaturgy, affective design, and technological mediation can be aligned to generate continuity during the customer journey across pre-visit anticipation, on-site experience, and post-visit reflection. Drawing from theories of spatial production, emotional experience, and digital transformation, it conceptualizes immersion as a systemic rather than momentary phenomenon. The contribution argues that connected immersion arises when destinations orchestrate sensory space, emotion, and technology to support narrative coherence and relational authenticity. Using the Johann Strauss Museum in Vienna as a qualitative best-practice case, it demonstrates how cultural heritage can be reimagined through spatial storytelling and digital continuity, creating sustained affective bonds between visitor and place. The study integrates recent advances in smart tourism, affective computing, and resonance theory to propose the Immersive Destination Design (IDD) Framework—a model for sustainable, data-informed, and emotionally meaningful destination experiences.

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Immersive Events in Destination Management

  • Philip Griesser

摘要

Immersive events are increasingly deployed in destination management to extend visitor engagement beyond transactional touchpoints and create emotionally resonant, connected customer journeys. This chapter explores how spatial dramaturgy, affective design, and technological mediation can be aligned to generate continuity during the customer journey across pre-visit anticipation, on-site experience, and post-visit reflection. Drawing from theories of spatial production, emotional experience, and digital transformation, it conceptualizes immersion as a systemic rather than momentary phenomenon. The contribution argues that connected immersion arises when destinations orchestrate sensory space, emotion, and technology to support narrative coherence and relational authenticity. Using the Johann Strauss Museum in Vienna as a qualitative best-practice case, it demonstrates how cultural heritage can be reimagined through spatial storytelling and digital continuity, creating sustained affective bonds between visitor and place. The study integrates recent advances in smart tourism, affective computing, and resonance theory to propose the Immersive Destination Design (IDD) Framework—a model for sustainable, data-informed, and emotionally meaningful destination experiences.