Immersive Experience in Multicultural Exhibitions: S-O-R and Cultural Distance Perspectives

Amid accelerating globalization and international exchange, exhibitions have emerged as vital platforms that integrate economic transactions with cultural communication.However, systematic research remains lacking on how exhibition spaces can distinguish themselves within a multicultural competitive environment.This study integrates the SOR (Stimulus-Organism-Response) model with Cultural Distance theory, conceptualizing the exhibition space as a cultural arena.Taking Design Shanghai, the China International Import Expo (CIIE), and the Canton Fair as case studies, the research conducts empirical analysis based on 928 audience questionnaires using structural equation modeling (SEM), multi-group analysis, and curve effect testing.The results indicate that novelty and cultural authenticity are the strongest factors attracting audience attention, while clarity of spatial orientation significantly enhances immersive experience, and perceived crowding exerts a negative effect.Moreover, the relationship between cultural distance and immersive experience follows an inverted Ushaped curve, suggesting that a moderate level of cultural difference most effectively promotes engagement.Furthermore, immersive experience mediates the relationship between exhibition attractiveness factors and audience responses-including satisfaction, revisit intention, and cultural interest-significantly enhancing these outcomes.This study extends the application boundaries of both the SOR model and Cultural Distance theory while providing practical insights for exhibition planning and international cultural communication.It emphasizes that by balancing creativity with authenticity, optimizing spatial flow and crowd management, and maintaining an appropriate degree of cultural difference, exhibitions can gain a competitive advantage in the global arena of cultural dissemination and attention economy.