{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,19]],"date-time":"2026-03-19T22:36:12Z","timestamp":1773959772813,"version":"3.50.1"},"reference-count":105,"publisher":"Emerald","issue":"1","license":[{"start":{"date-parts":[[2023,9,14]],"date-time":"2023-09-14T00:00:00Z","timestamp":1694649600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["EMJB"],"published-print":{"date-parts":[[2024,3,28]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>The aim of this study is to evaluate the implicit and explicit attitudes of Generation Z (Gen Z) individuals toward the experience of visiting and getting to know traditional or virtual museums.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Two studies were conducted. The first study assesses the implicit attitudes of Gen Z individuals through Implicit Association Tests (IAT) toward the experience of visiting traditional versus virtual museums. Considering the results of the study one, the second study proposes and validates a conceptual model through PLS-SEM approach about the explicit attitudes of this generation toward virtual museums.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>In the first study, it was found that virtual museums are more successful at engaging and immersing participants than traditional museums for Gen Z. The second study emphasized the significance of meeting Gen Z expectations and ensuring effortless access to information in virtual experiences as this can lead to increased satisfaction and inspiration among this generation.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>The originality of this study lies in its focus on Gen Z's attitudes toward virtual museums and the use of both implicit and explicit attitude measures to gain a comprehensive understanding of these attitudes. An interesting aspect emerges from the implicit attitudes displayed by Gen Z, indicating their preference for virtual museums as more captivating compared to traditional ones.<\/jats:p><\/jats:sec>","DOI":"10.1108\/emjb-05-2023-0135","type":"journal-article","created":{"date-parts":[[2023,9,13]],"date-time":"2023-09-13T06:53:39Z","timestamp":1694588019000},"page":"21-45","source":"Crossref","is-referenced-by-count":12,"title":["Generation Z's attitudes toward virtual tourism: the impact of implicit and explicit attitudes"],"prefix":"10.1108","volume":"19","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-2967-2583","authenticated-orcid":false,"given":"Paula","family":"Rodrigues","sequence":"first","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8621-4963","authenticated-orcid":false,"given":"Ana","family":"Sousa","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4942-079X","authenticated-orcid":false,"given":"Ana","family":"Pinto Borges","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2023,9,14]]},"reference":[{"issue":"2","key":"key2024032820290367200_ref001","doi-asserted-by":"crossref","first-page":"179","DOI":"10.1016\/0749-5978(91)90020-T","article-title":"The theory of planned behavior","volume":"50","year":"1991","journal-title":"Organizational Behavior and Human Decision Processes"},{"key":"key2024032820290367200_ref002","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1016\/j.jdmm.2016.05.003","article-title":"Make it delightful: customers' experience, satisfaction and loyalty in Malaysian theme parks","volume":"7","year":"2018","journal-title":"Journal of Destination Marketing and Management"},{"key":"key2024032820290367200_ref003","doi-asserted-by":"crossref","first-page":"348","DOI":"10.1016\/j.jbusres.2021.03.017","article-title":"Virtual products as an extension of my body: exploring hedonic and utilitarian shopping value in a virtual reality retail environment","volume":"130","year":"2021","journal-title":"Journal of Business Research"},{"key":"key2024032820290367200_ref004","doi-asserted-by":"crossref","unstructured":"Apostolellis, P., Bowman, D.A. and Chmiel, M. 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