When the Real Meets the Virtual: The Perceived Function and Added Value of Virtual Reality Before, During, and After Cultural Tourism Experiences

This paper delves into consumers’ perceptions about the perceived function and added value of virtual reality (VR) in cultural tourism experiences. It examines these opinions across three distinct phases: before, during, and after the visit. Drawing insights from a sample of 30 semi-structured interviews collected across four Italian destinations, this study sheds light on how VR impacts the cultural tourism journey. By illuminating the visitor perspective, the findings highlight the various ways in which VR could enhance tourists’ engagement with and understanding of cultural sites, thereby enriching their experience and boosting satisfaction.