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This study aims to explore how the utilization of 3D virtual experiences and social media improve overall gastro-tourism experiences throughout the tourist journeys.

This study employs a mixed-methods approach. By combining self-reported surveys and EEG tracking, this study is able to rigorously unravel Gen Z’s experience and emotions in enjoying tech-enabled gastro-tourism activities.

Showcasing 3D virtual experiences and TikTok heightened customer expectations in the pre-visit stage. The 3D virtual attractions effectively enhanced tourists’ excitement and positive emotions during on-site gastronomic experiences, and subsequently manifested into a long-term impact on future actual visit intention.

This study contributes to the fields of information technology and tourism by examining how digital technologies affect Gen Z’s behavior and enhance the gastro-tourism experience starting from information search, moving to on-site experiences and subsequently affect their post-purchase behavior.