Perceived Authenticity and Consumer Responses in a Non-immersive Virtual Reality Visit at Cultural Heritage

According to existing literature, the quest for authenticity is recognized as a cornerstone in any tourism experience. The uprise of VR and other technologies 4.0 has rendered this quest even more relevant and important. Existing literature offers only a handful of studies devoted to examining authenticity in Virtual Reality tourism. Adopting a SOR theoretical lens, this research seminar will discuss the role that authenticity perceptions might have in shaping visitors' responses in terms of satisfaction, memorability, and intensification. To achieve this aim, preliminary findings of an empirical research conducted on 871 Italians who experienced a non-immersive virtual tour at the “Su Nuraxi” UNESCO site (Sardinia, Italy) will be presented and discussed. Contributions to the body of knowledge and managerial implications are discussed, and suggestions for further research will be given.