Differences in Heritage Tourism Experience between VR and AR: A Comparative Experimental Study Based on Presence and Authenticity

This study developed two distinct types of remote heritage virtual tourism programs, namely VR and AR. We utilized the Stimulus-Organism-Response (S-O-R) model to understand how users’ perceptions of vividness and interactivity in VR and AR influence their sense of presence and perceived authenticity. Furthermore, we explored how the sense of presence and perceived authenticity further impact tourists’ responses, including satisfaction and behavioral intention. The findings indicate differences between VR and AR in several aspects. To elaborate, in the context of VR, vividness significantly influences perceived authenticity, an effect not found within the AR setting. Furthermore, interactivity impacts the sense of presence in AR, but this is not the case in VR. Within an AR setting, a user's sense of presence directly influences their level of satisfaction, yet no corresponding impact was found in VR. Even though the results show varying influences of presence on user intention in VR and AR, no significant differences were discovered. By gaining an in-depth understanding of tourists’ actual perceptions of VR and AR applications, this study provides insights for heritage site managers on how to employ VR and AR to enhance the efficiency of virtual heritage experiences for tourists.