Could Virtual Reality Substitute the ‘Real’ Experience? Evidence from a UNESCO World Heritage Site in Northern Portugal

Abstract

Virtual Reality could be useful for heritage management and preservation by complementing or, even, by replacing the ‘real’ visitation to more threatened destinations. The objective of this study was to empirically test the level of similarity perceived by a group of students between VR experience and the ‘real’ visit in a UNESCO World Heritage Cultural attraction in order to assess the capacity of VR to act as a substitute of the ‘real’ visit. Ridit analysis was conducted in order to rank the level of agreement perceived by respondents concerning to similarity between the VR experience and the ‘real’ visit. Results revealed that VR experience could act as a complement, rather than a substitute of the ‘real’ visitation. This is, the feelings and emotions derived from the ‘real’ visit could not be replaced by the VR experience. VR could be an effective marketing tool to encourage sustainable tourism behaviors, rather than to substitute the ‘real’ visit. © 2021, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.