Does familiarity with the attraction matter? Antecedents of satisfaction with virtual reality for heritage tourism

Abstract Virtual reality (VR) is a topic of growing interest. While many researchers have identified factors that influence satisfaction with VR, additional important remain uninvestigated. In our research model, system quality, presence, and authenticity two mediating variables enjoyment usefulness information. Enjoyment (a hedonic aspect the VR experience) information utilitarian aspect), in turn, satisfaction, familiarity moderating both these relationships. PLS analysis survey data collected heritage tourism context finds relationships not been previously identified. quality are associated information, presence positively only enjoyment. Familiarity negatively moderates relationship between VR. This study thus extends prior on key metaverse technology, by identifying explicating roles familiarity—and also focusing dimensions experience.