The four mechanisms of the immersion process

Immersion and immersive visitor experiences have gained increased attention in the literature. Most researchers have focused on discussing the role of immersion in transcending experiences or assessing perceived immersion without looking at its temporal unfolding and escalation. Yet, from a management perspective, uncovering the various mechanisms of the immersion process is crucial to understanding how to design highly involving, immersive experiences. By examining the immersion process in three distinct types of visitor attractions (a heritage attraction, an escape room, and a gaming center), this chapter uncovers an underlying pattern in the immersion process, yielding two key findings. First, the chapter distinguishes among and finds evidence for four mechanisms of the immersion process: (A) visitors as co-creators, (B) the influence of individual responses, (C) the influence of antecedent factors, and (D) continuous involvement. Second, the chapter finds these mechanisms’ temporal and spatial components. Finally, the chapter presents implications for research and practice.