Impact of peer-to-peer online experience on cultural tourism marketing.

This article examines how peer-to-peer (P2P) online experiences influence consumers' travel intentions and attraction recommendations in cultural tourism. Using a sequential mediation model grounded in the Engel-Kolat-Blackwell (EKB) consumer decision model and Social Presence Theory (SPT), the study finds that P2P online experiences enhance cultural presence, which increases situational empathy and predicted tourism experience, ultimately shaping behavioral intentions toward travel and recommendations. The research also explores the moderating role of consumers' cultural cognitive levels of tourist attractions, concluding that while P2P experiences positively affect all consumers, those with lower cultural cognition exhibit higher travel intentions and recommendations. The findings suggest that P2P platforms should emphasize immersive cultural storytelling and interactive engagement to effectively stimulate tourism interest, especially among consumers less familiar with the cultural background of attractions.