Comparing tea-drinking experiences in virtual outdoor landscape restaurants with different levels of perceived environmental naturalness

This article investigates the impact of perceived environmental naturalness on dining experiences in outdoor landscape restaurants. By employing immersive virtual reality (IVR), the study systematically manipulates the levels of naturalness in outdoor dining settings, providing a controlled yet ecologically valid simulation. The research reveals that perceived environmental naturalness significantly influences emotional responses, landscape preferences, and dining satisfaction. The findings suggest that a moderate level of naturalness enhances the dining experience, while environments that are too natural or too artificial may reduce esthetic appeal and satisfaction. The study also explores how multisensory connections and immersive experiences in dining engage multiple senses, shaping consumer perception and behavior. Furthermore, the article delves into the relationship between perceived environmental naturalness, emotional experience, and willingness to pay (WTP), highlighting the nonlinear relationship between naturalness and preference. The research provides valuable insights into how environmental attributes shape consumer experiences and economic behavior in outdoor dining settings, offering practical implications for optimizing hybrid outdoor dining environments.