永續虛擬旅遊：收藏體驗如何提升記憶性與存在感

Abstract

在全球旅遊業面臨永續發展與數位化挑戰的背景下，虛擬旅遊（Virtual Tourism）逐漸成為一種兼具沉浸感與低碳替代性的創新模式，吸引了學術界與業界的廣泛關注。本研究聚焦於虛擬旅遊情境中的「可收藏體驗」（Collectable Experience, CE），探討其如何透過增強記憶性（Memorability）進而提升使用者的心理沉浸感，增強臨場感（Sense of Presence），並在心理層面補足傳統實體旅行的不足。研究引用遠端呈現理論（Telepresence Theory）與最佳刺激理論（Optimal Stimulation Theory）作為理論基礎，進一步引入「虛擬性」（Virtuality）與「可旅行性」（Travelability）作為情境調節變數，以檢驗設計特徵如何強化沉浸式文化旅遊的象徵性與心理價值。 本研究透過兩項實證研究驗證所提模型：第一項研究以耶路撒冷「苦路之旅」的 VR 體驗為案例，分析宗教歷史虛擬朝聖場景下的可收藏體驗機制；第二項研究則以《清明上河圖》的虛擬觀景（VV）為情境，探討文化遺產類型的虛擬接觸如何引發使用者對稀有、象徵性邂逅的記憶編碼與情感投入。研究結果顯示，當虛擬體驗罕見且具象徵意義時，更容易被內化為生動的自傳體記憶，進而強化臨場感並維持心理沉浸；而高虛擬性與高可旅行性則能進一步放大可收藏體驗對記憶性的正向影響，說明數位敘事連貫性與多感官沉浸的重要性。 理論上，本研究不僅擴展了可收藏體驗在象徵性消費及沉浸理論中的應用，亦回應了沉浸式旅遊如何在數位情境下實現情感連結與心理延續的機制。實務上，本研究提供九維度的可收藏體驗量表，作為虛擬旅遊設計者與文化資產管理者規劃數位行程的重要參考，協助打造兼具記憶性、象徵性與情感共鳴的數位旅程。與此同時，虛擬旅遊可作為低環境衝擊的包容性替代方案，降低傳統旅行的碳足跡，為身心或經濟上存在障礙的族群提供更多文化接觸的可能，呼應聯合國永續發展目標（SDGs）中責任消費與促進文化多樣性之核心精神。 最後，研究亦針對未來可能擴充的議題提出建議，包含不同情境要素如文化熟悉度與技術自我效能，或結合生理與行為指標以檢驗心理沉浸與後續行為意圖，期望能深化對永續虛擬旅遊心理機制之理解，並促進數位文化資產應用的理論與實務連結。

In response to the growing demand for sustainable and accessible travel, virtual tourism has emerged as an innovative alternative that combines low environmental impact with immersive cultural experiences. This study examines how Collectable Experiences (CE) in virtual tourism contexts enhance users’ Memorability, which in turn strengthens their Sense of Presence, sustaining psychological immersion in digitally mediated environments. Building on telepresence theory and optimal stimulation theory, this research also explores Virtuality and Travelability as key contextual moderators that amplify the psychological impact of rare and symbolically meaningful encounters. Two empirical studies were conducted to validate the conceptual framework: Study 1 focused on a VR experience of the “Via Dolorosa” pilgrimage in Jerusalem, highlighting the symbolic and emotional engagement of religious heritage in virtual reality; Study 2 used a Virtual Viewing (VV) scenario of the iconic Chinese scroll painting “Along the River During the Qingming Festival” to test whether similar symbolic effects hold in culturally immersive digital settings. The results consistently demonstrate that rare, symbolically rich virtual encounters are more likely to be encoded as vivid autobiographical memories, which subsequently reinforce users’ Sense of Presence. Furthermore, high Virtuality and Travelability significantly moderate this effect by enhancing the immersive quality and narrative coherence of the experience. Theoretically, this study extends the application of Collectable Experience to the field of sustainable virtual tourism, highlighting its symbolic and cognitive value beyond mere sightseeing. Practically, the validated nine-dimension CE measurement scale offers designers and cultural heritage stakeholders a robust framework for creating emotionally resonant and memorable virtual journeys that complement, rather than replace, physical travel. Virtual tourism thus supports broader sustainability goals by offering inclusive, low-carbon cultural experiences, especially for individuals facing physical or financial barriers to travel. Finally, the study proposes directions for future research, including multi-method approaches that integrate physiological or behavioral measures to deepen understanding of psychological immersion and behavioral outcomes. By clarifying how symbolic value translates into meaningful and sustainable engagement, this research contributes to bridging the gap between digital experience design and the goals of responsible, inclusive cultural tourism.