Suchergebnisse

<p lang="es-ES" align="JUSTIFY"><span style="color: #000000;"><span style="font-family: Tahoma, sans-serif;"><span style="font-size: small;">En el presente articulo se lleva a cabo un análisis de la imagen corporativa de una entidad cultural con el objetivo de destacar la importancia de la misma a la hora de elaborar estrategias relacionadas con la gestión cultural. Se ha investigado qué atributos concretos son mejor valorados por el público y qué dimensiones generales componen la imagen corporativa de la entidad. Basándonos en la literatura revisada, se ha realizado una entrevista en profundidad al gestor de programación de la entidad y una encuesta descriptiva a sus espectadores mediante un cuestionario estructurado. Los resultados de los análisis muestran que la imagen corporativa de la entidad analizada es positiva, si bien es cierto que se pueden mejorar ciertos aspectos.</span></span></span></p>

Purpose
The purpose of this paper is to assess the effects of presence on users' information processing in mediated visualizations using immersive virtual reality (VR) and websites, focusing on information understanding and cognitive load. The impact of user interfaces on users' perception of presence is also tested.


Design/methodology/approach
A between-subjects laboratory experiment using two user interfaces – immersive VR and website – is carried out. It is complemented by a self-administered survey on the participants.


Findings
The current results indicate that an immersive VR interface improves tourists' information processing by producing a heightened sense of presence. The results confirm that presence facilitates tourists' information processing by increasing information understanding and decreasing cognitive load. Finally, a negative relationship between cognitive load and information understanding is obtained.


Practical implications
VR user interfaces are not only visually appealing but also cognitively optimized. Immersive VR devices can be introduced in the specific sale process of cruise trips through both offline channels (physical stores and travel agencies) and online channels to facilitate tourists' information processing during the prepurchase phase.


Originality/value
The primary contribution lies in the integration of the theory of presence with two influential information processing frameworks, namely, cognitive load theory and cognitive fit theory. This integration provides a holistic perspective on how user interfaces influence consumer information processing in the unique context of cruise tourism, particularly during the stage of a prepurchase information search.