The influence of virtual reality on the experience of religious cultural heritage content

PurposeThe purpose of this study is to expand the experience economy model and to determine if this model provides a better understanding of the process of growing intention to continue using religious cultural heritage content delivered digitally and intention to visit religious cultural heritage sites. In particular, it examines the influence of spiritual experience on the evaluation of religious cultural heritage content, comparing delivery via virtual reality (VR) to a web-based experience.Design/methodology/approachIn this study, a representative religious cultural heritage destination, Jerusalem, was chosen as an example for the application. Participants (n = 292) were randomly divided into two groups, one group using the web and the other group experiencing VR. After experiencing the destination virtually, participants completed a survey, the results of which were analyzed using path analysis and multi-group analysis.FindingsThe results suggest that spiritual experience mediates the four elements of Pine and Gilmore (1998) experience economy model and the intention to continue engaging with the content virtually. Intellectual awareness of religious cultural heritage strengthens the spiritual experience, which mediates educational and aesthetic experiences and the successful use of VR and the web. Additionally, for participants experiencing VR, the influence of spiritual experience on the intention to continue using the virtual media to consume content related to religious cultural heritage sites and to visit actual religious heritage sites was stronger than for participants using the web.Originality/valueThis study based on an expanded experience economy model explores the use of digital technologies for the enhancement of spiritual experience. Comparison of web-based and VR content delivery provides important implications for destination marketers in terms of promoting destinations online and encouraging intention to visit actual sites in the future.