Research on virtual reality (VR) tourism experiences has grown exponentially. Despite this, the cognitive mechanisms that make VR tourism experiences memorable remain underexplored. This research critically examines the cognitive processes which prolong the memorability of VR tourism experiences, utilizing an extended multi-step mixed-methods design with biosensor measures. Findings demonstrate increased physical presence enhances virtual memorable tourism experiences (vMTEs), serially mediated by visual attention and cognitive appraisals. Causal effects are stronger in VR tourism environments with lower levels of social presence. Longitudinal repeated measures analysis delineates patterns of memory decay in VR tourism, elucidating the temporal and structural dynamics of experience memorability. A conceptual model of vMTEs is developed that articulates the cognitive architecture underpinning experience memorability. Practical guidelines inform the delivery of vMTEs and the digital preservation of unique and charismatic nature, culture and heritage in virtual environments. Future research should focus on memory retention in innovative virtual tourism contexts.
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