A Study on Visitors’ Tour Patterns and Perceptual Experiences in VR Exhibitions Through the Integration of Multi-Source Behavioral Data

This study investigates across scenarios behavioral patterns in VR exhibitions and its association with perceptual experiences. Through single person and dual-person group experiments (n = 89), multi-source behavioral data of visitors were collected and analyzed using Dynamic Time Warping combined with hierarchical clustering methods to identify three types of behavioral patterns, namely, immersive tour, independent tour and social experience. The results show that the immersive tour adopts a systematic observation strategy, with a wide coverage of trajectories and optimal evaluation of experience; the independent tour presents efficient and autonomous exploration characteristics, but the tour time, gaze duration and interaction experience are significantly negatively correlated; the social experience generates emotional sharing benefits in social interactions, but is accompanied by the phenomena of distraction and non-exhibition area stay. These findings provide reference insights for the intelligent and personalized experience of VR exhibitions in both behavioral and cognitive dimensions.