In experiments, people were up to 85% more likely to recommend and 32% more likely to buy a company’s products after a tour. Tours must be educational and enjoyable.
first of all: amazing work you're doing, really love it and I think it is super valuable for practitioners and academics alike.
I especially like this post, since my dissertation (https://doi.org/10.3990/1.9789036547338) and a qualitative research paper already published out of it (https://doi.org/10.1016/j.indmarman.2018.04.015) dealt with a similar topic (Brand worlds) in the B2B area. The results of my quantitative study (chapter 6 of the dissertation) support it as well, but it's not peer reviewed yet.
Regards and thanks again for making research accessible