Shaping Virtual Heritage Tourism: The Impact of Social Influence and Trust

This study investigates the role of social influence and trust in Virtual Reality (VR) adoption for heritage tourism experiences. While VR has increasingly been recognized as an effective tool to enhance visitor engagement and protect fragile cultural resources, limited research has examined the social and psychological factors that encourage its use. Specifically, this research explores how social influence shapes users’ perceptions and how trust in VR technology affects their willingness to engage with virtual heritage visits. By analysing these dynamics, the study highlights how trust and social influence can strengthen technology acceptance, improve visitor satisfaction, and stimulate behaviours such as physical site visits, online content generation, and long-term loyalty toward heritage destinations.