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EMAC 2023 Regional Conference

How to succeed with virtual tours? The antecedents of authentic experience

Published: November 22, 2023


Gaukhar Chekembayeva, Modul University Vienna; Marion Garaus, MODUL University Vienna


The current study investigates the factors and underlying mechanisms behind virtual tour usage intentions, as well as the relationship between virtual tour usage intention and on-site visit intentions. Results from a field study conducted in collaboration with a well-known Austrian museum confirm the theoretical framework and identify visual attractiveness and narrative quality as drivers of a virtual tour’s authenticity. Findings further reveal that authentic virtual experience alone cannot guarantee a visit to a physical museum site. The full mediation of virtual tour usage intention demonstrates that virtual tours are indeed a valuable tool for promoting on-site visits.