Immersive experiences in digital exhibitions: The application and extension of the service theater model

This study aims at examining the structural relationships between the dimensions of service theaters, the di-mensions of immersive experience, mental imagery, and sense of presence. An onsite survey was conducted at the exhibition venue of teamLab SuperNature in Macau using convenience sampling. A total of 418 event attendees participated in this study. The research results will benefit digital exhibition organizers and managers in developing and implementing marketing strategies based on the service theater theory to improve event at-tendees' immersive experience, and mental imagery to further enhance the sense of presence.