ABSTRACT
This study expands on previous research testing the influence of perceived authenticity (both objective-based and existential) in virtual reality (VR) settings on satisfaction, memorability and intention to make an onsite visit. Factor analysis and ordinary least squares (OLS) analysis were applied on a sample of 500 Italians who experienced a non-immersive virtual tour at the “Su Nuraxi” UNESCO site (Sardinia, Italy). This chapter highlights the prominent role played by perceived authenticity – in particular existential authenticity – in shaping visit satisfaction, memorability and behavioural intentions. Contributions to the body of knowledge and managerial implications are discussed and suggestions for further research are given.
