The promotion of extended reality (XR) for upgrading cultural heritage tourism experiences: a consumer-oriented perspective on the attributes and technology adoption of XR

The application of XR technology is beneficial to enhancing the digital cultural heritage tourism (DCHT) experience. This study employed mixed approaches (qualitative interviews and quantitative analysis) to uncover the attributes of XR for DCHT, including simulated presence, conceptual understanding, content innovativeness, participatory entertainment, embodied sensation, immersive interactivity, and aesthetic fusion. The technology acceptance model was expanded with two new variables (perceived advantages and engagement) and a moderator of past experience. Multiple attributes of XR for DCHT significantly influenced consumers’ perceived ease of use, usefulness, and advantages, thereby driving their positive engagement, attitude, and adoption intention. Past experience served as a key moderator in the framework. The fuzzy-set qualitative comparative analysis (fsQCA) revealed the complex asymmetry in the formation of behavioral intentions by identifying causal recipes of antecedent variables. Research findings provide crucial insights into how to enhance technology innovation and operations, and tourist experience in cultural heritage destinations.