Investigating the impact of digital collectibles involvement on tourists' on-sites visit intentions.

Digital collections, loved and valued by the public, have become a new trend in cultural tourism consumption. Their ultimate aim is to boost cultural tourism consumption and empower offline tourism. This study constructs a theoretical model of "digital collectibles involvement (DCI)-perceived value (PV)-tourist intention to visit on site (TIVS)" based on the theory of involvement and Stimulus-Organism-Response (SOR). It empirically investigates the influence of DCI on TIVS. The study found that digital collection involvement has a significant positive influence on tourists' intentions to visit on-site, and the positive impact of digital collectibles' persistent involvement on TIVS is higher than digital collectibles' contextual involvement. Perceived value plays a fully mediating role in the relationship between DCI and TIVS. Visual perception is a positive moderator in the relationship between DCI and TIVS. The moderating effect of cultural attributes was not significant. The research conclusion provides a theoretical reference for the development of offline tourism by using digital collectibles. [ABSTRACT FROM AUTHOR]