Close to digital heritage? Proximity moderator effects in virtual reality heritage experience
Timothy Hyungsoo Jung, Mariapina Trunfio, Kwonsang Sohn, Ohbyung Kwon · Current Issues in Tourism · 2025
This paper aims to advance immersive technology and cultural heritage research by investigating how and to what extent geographical, social and cognitive proximity moderate the effects of VR-based information systems on both heritage immersive experience (immersion and sense of presence) and users’ satisfaction and then, drive continuance intention using VR. Although research on digital experiences and innovation in cultural heritage has increased, how and to what extent proximity influences immersive cultural experience has remained an uncovered field. A conceptual framework tests hypothesised relationships between the quality of VR experience (information and system quality), immersion and sense of presence and their effects on overall satisfaction and post-experience behaviour (continuance intention). Geographical, social and cognitive proximity are moderators. Data were collected via a Facebook Survey service, utilising a stratified sampling method to obtain a sample size of 291, which was then analysed using R to test the proposed hypotheses. The study offers fresh knowledge on the role of immersive technologies as innovative information systems in shaping digital cultural experiences, overcoming the distance between the knower and the known, enhancing historical understanding and driving satisfaction and continuance intention using VR.