Visitors' cognitive vaccines: Self-reflection on dissonant narratives after heritage tourism experiences

This study innovatively transposes inoculation theory to heritage tourism contexts, exploring how visitors critically engage with dissonant narratives. While previous research has examined external factors shaping dissonant heritage, less attention has been given to how visitors reflect on and engage with these narratives. Understanding these cognitive processes is crucial, as heritage sites often serve as spaces where visitors question their broader worldviews. Employing an informed grounded theory approach, we conducted in-depth interviews with 40 visitors across several heritage sites. We find that visitors engage in a dynamic process of cognitive inoculation, where exposure to diverse onsite perspectives enhances their media literacy and equips them with skills to critically assess and reflect on complex heritage narratives.