隨新興科技的發展，結合動態影音的視覺媒介已經廣泛的應用於觀光產業，近年來更推動虛實整合的旅遊體驗，因此，2D影片和虛擬實境影片儼然成為重要的行銷工具。本研究主要的目的是檢視遊憩環境以2D影片和3D虛擬實境影片的呈現手法，對於參與者在環境體驗上的差異性，包括對存在感的認知、環境情感以及趨近－避離行為。研究採用實驗設計，共招募72名大學生做為研究對象，在2D影片或虛擬實境影片的情境下觀看四種類型的環境影片。研究結果顯示，3D虛擬實境影片觀看者在空間存在、參與以及真實性之存在感認知上，比2D影片觀看者更明顯；3D虛擬實境影片觀看者在愉悅和喚醒反應的情感反應，較2D影片觀看者強烈；在趨近行為上，3D虛擬實境影片觀看者顯著的高於2D影片的觀看者，不過在避離行為上，兩者之間並沒有呈現差異。根據研究結果並提出對於應用視覺媒介在觀光行銷上之建議。

With the development of new technology, visual media combined with dynamic image and audio have been widely used in tourism industry. In recent years, the integration of real and virtual travel experience has been promoted. Video (2D) and virtual reality (3D) have become important marketing tools. The main purpose of this study is to examine the differences between video and VR representations of recreational environments on participants’ environmental experiences in terms of the cognition of sense of presence, environmental emotion, and approach-avoidance behavior. The study adopts an experimental design. A total of 72 college students are recruited as research participants. They watch four types of environmental clips under the condition of video or VR. The results of the study show that the sense of presence in terms of spatial presence, involvement, and realness is more obvious for the viewers of VR clips than for the viewers of video clips. The emotional responses regarding pleasant and arousal are stronger for the viewers of VR clips than for the viewers of video clips. In terms of approach behavior, the viewers of VR clips are more significant than the viewers of video clips. However, no differences exist in the avoidance behavior between the two groups of viewers. Based on the results, suggestions are made for the application of visual media in tourism marketing.