Understanding a virtual heritage site through the lens of telepresence and virtual destination image

The experience of heritage sites through digital technology is an increasingly important topic for researchers and practitioners. Drawing upon telepresence theory, this study explores how a visitor’s destination image is formed and its impact on satisfaction in a virtual heritage site experience. The survey results show that telepresence, cognitive image, affective image, and satisfaction are positively correlated. Furthermore, the relationship between telepresence and satisfaction was mediated by the destination image in the virtual heritage site experience. This research extends telepresence theory by testing its impact on destination image in a virtual tourism experience as well as providing some meaningful practical insights for heritage site marketing managers on virtual heritage experiences.