Digital interactions for sustainable visitor behavior: theoretical approaches and design challenges

This study develops a theoretical reflection aimed to identify a set of guiding principles for designing innovative mediations in heritage experiences for behavioral change towards sustainability. Through a multidisciplinary perspective, it provides a conceptualization of sustainable visitor behavior and presents a review of underpinning theories and conceptual models (including theory of reasoned action and theory of planned behavior). On this basis, the study identifies some key drivers of sustainable behavior of heritage visitors and discusses the potential contribution of digital technologies along with design challenges. In this way, it provides theoretical and managerial implications on the challenges for the twin digital and green transition, addressing the untapped potential of digital technologies for sustainable heritage management.