Peer-to-peer (P2P) online experience offers low-cost immersive cultural experiences, but enterprises fear that it will negatively affect local tourism marketing. This study proposes a sequential mediation model to explore how P2P online experience stimulates travel intentions and attraction recommendations. We find that P2P online experience increases cultural presence, which in turn leads to higher situational empathy. This increased empathy then contributes to predicted tourism experience, which ultimately shapes behavioral intentions toward travel and attraction recommendations. Furthermore, the study finds that the impact of P2P online experience on behavioral intentions is stronger for consumers with lower cultural cognitive levels of tourist attractions. Our findings demonstrate the importance of P2P online experience on cultural presence and situational empathy in shaping travel behavior.
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