The nighttime economy in Chinese Mainland is in full swing. According to relevant research data, by the end of 2020, the nighttime economy in Chinese Mainland has exceeded 30 trillion yuan. According to the data of China Night Tourism Research Institute, more than 200 cities in Chinese Mainland have launched night tourism promotion plans such as night tour routes, night performances and exhibitions. Tourists transform traditional sightseeing tourism into immersive experience tourism with resonance in the form of high-tech, and integrate various cultural elements into one night tour scene to make consumers happy or affectionate, thus arousing the willingness to revisit and bringing greater attitude and behavior loyalty. The research purposes of this paper are: (1) The impact of night tour experience on the immersion psychology of night tour consumers; (2) The impact of consumers’ immersive night tour on consumers’ willingness to revisit; (3) The impact of night tour experience on consumption impact on revisit intentions.
