Moreover, studies of interactive ga

Moreover, studies of interactive games have shown that interactivity has a positive effect on perceived immersion [60] and that interaction between the player and the game world has a positive effect on perceived immersion [62]. With mixed reality technology, interactivity also affects perceived immersion. Therefore, in designing mixed reality experiences, interactivity is an important factor affecting perceived immersion. In this study, interactivity also had a positive effect on perceived enjoyment [62–64]. Hence, when developing technologies or content involving mixed reality, interactivity should be well integrated in order to influence perceived enjoyment positively. Most previous studies on interactivity observe its influence on satisfaction or continuance intention [132,133]. The results of this study also demonstrated that interactivity has a positive effect on brand awareness. For future studies on souvenir purchasing in the field of tourism, it is necessary to design a research model considering brand awareness.Similar to prior researchers, we found that vividness influenced perceived immersion [42] and perceived enjoyment [74,75]. Perceived immersion was positively influenced by vividness in a study of AR technology in e-commerce [42] and of the learning effect in virtual game worlds [134]. The same relationship was confirmed in our research on the mixed reality technology visitor experience. Furthermore, another study revealed that vividness, interactivity, and telepresence influenced the flow experience of sport spectators engaged in a VR experience [135] and that interactivity and vividness affected consumers’ emotional responses and behaviors in video game situations. This study is the first to propose a research model including vividness of experience content in tourist attractions and its effect on brand awareness. Overall, these findings suggest that vividness is an important factor for perceived immersion and perceived enjoyment and should therefore be considered in the development of mixed reality content.