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