Revealing Unknown Aspects: Sparking Curiosity and Engagement with a Tourist Destination through a 360-Degree Virtual Tour

Over the past decades, 360-degree virtual tours have been used to provide the public access to accurate representations of cultural heritage sites and museums. The COVID-19 pandemic has contributed to a rise in the popularity of virtual tours as a means of engaging with locations remotely and has raised an interesting question: How could we use such experiences to bring the public closer to locations that are otherwise unreachable in real life or not considered to be tourist destinations? In this study, we examine the effectiveness of promoting engagement with a city through the virtual presentation of unknown and possibly also inaccessible points of interest through a 360-degree panoramic virtual tour. The evaluation of the experience with 31 users through an online questionnaire confirms its potential to spark curiosity, promote engagement, foster reflection, and motivate users to explore the location and its attractions at their leisure, thus enabling them to experience it from their personal point of view. The outcomes highlight the need for further research to explore this potential and identify best practices for virtual experience design.