Capturing an infinite number of details, but losing the big picture? Drivers and barriers of VR adoption in cultural tourism

This study explores the motivations and barriers influencing the use of Virtual Reality (VR) in cultural and heritage tourism. VR is recognized for its ability to create immersive, computer-generated 3D environments, offering significant potential in enhancing tourist experiences and marketing destinations. Despite its promise, VR has not achieved mainstream adoption in tourism, especially among cultural tourists. Thus, this research aims to examining the primary factors driving or limiting VR adoption in cultural and heritage experiences. Using in-depth interviews with 40 participants from various Italian regions, the study provides insights into the diverse motivations and barriers associated with VR technologies. Key motivations include curiosity, preparation, enhanced experiences, and increased accessibility. Barriers identified are technical issues, lack of familiarity, costs, and fictious experiences. The findings suggest that addressing these barriers is crucial for enhancing the adoption of VR in cultural and heritage tourism. By improving VR technology's reliability, reducing costs, and addressing perceptual challenges, tourism and cultural marketers can better leverage VR to enrich visitor experiences and broaden access to cultural heritage sites. This research contributes to a deeper understanding of the complexities of VR adoption.