Abstract：With the rise of the meta-verse and advancements in digital technology， the application of virtual digital humans (VDHs) in destination marketing and tourism services is increasingly prevalent. However， whether and how VDHs enhance visitor experience quality remains theoretically underexplored. This study， rooted in Affect-as-Information Theory， investigates the impact of anthropomorphized VDHs on visitor experience quality， introducing constructs of perceived cuteness， perceived trust， and technology readiness. Three scenario-based experiments were conducted in the context of museum interpretation to test the proposed hypotheses. The findings reveal that both visual and behavioral similarities of VDHs significantly enhance visitor experience quality. Additionally， the degree of anthropomorphism in VDHs positively influences experience quality， with perceived cuteness and trust serving as mediating factors. Technology readiness further moderates the impact of anthropomorphism on perceived trust. These insights contribute to anthropomorphic theory application and empirical studies on VDHs while offering practical implications for VDH design and application in the tourism industry.
沈 涵,陈庆阳,张 静. 虚拟数字人拟人化对游客体验质量的影响研究[J]. 华中师范大学学报(自然科学版), 2025, 59(3): 358-368.
SHEN Han,CHEN Qingyang,ZHANG Jing. Research on the impact of the degree of anthropomorphism of virtual digital humans on tourist experience quality. journal1, 2025, 59(3): 358-368.
2025, Vol. 59 
