Enhancing visit intention in heritage tourism: The role of object‐based and existential authenticity in non‐immersive virtual reality heritage experiences

Non-immersive virtual reality (VR) experiences significantly enhance visit intentions for UNESCO World Heritage Sites, particularly through their impact on object-based and existential authenticity. Research involving 2085 participants at Su Nuraxi di Barumini in Italy revealed that object-based authenticity—perceived accuracy of historical artifacts and environments—fosters positive emotional responses, which in turn boost satisfaction, attachment to VR, and the desire to visit the site. Existential authenticity, encompassing deeper connections with the site's cultural or spiritual significance, influences both cognitive and affective dimensions, further driving satisfaction and visit intention. This study underscores the potential of VR to bridge experiential gaps in heritage tourism while highlighting the dual role of authenticity in shaping tourist behavior.

Atzeni, M., Del Chiappa, G., & Mei Pung, J. (2021). Enhancing visit intention in heritage tourism: The role of object‐based and existential authenticity in non‐immersive virtual reality heritage experiences. International Journal of Tourism Research, 24(2), 240–255. Portico. https://doi.org/10.1002/jtr.2497