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

Virtual reality (VR) plays a relevant role in the tourism sector, specifically in experi- ences of remote attractions. The influence of VR experiences on tourist experiential factors such as authenticity and satisfaction has attracted limited attention. This paper investigates the role of object-based and existential authenticity in non- immersive virtual heritage tours. A theoretically driven model was tested on data from 2085 individuals who visited “Su Nuraxi” UNESCO site (Italy). Findings indicate that object-based authenticity influences affective response, which predicts satisfac- tion, attachment to VR and visit intention. Existential authenticity influences both cognitive and affective dimensions, which affect attachment to VR, satisfaction and visit intention.