“Double authenticity” in digital heritage communication: examining the interaction effects of virtual cultural ambassadors on tourist behavioral intentions

This study investigates how two dimensions of virtual influencer (VI) authenticity – objective authenticity (technical realism) and constructive authenticity (cultural symbolism) – interactively influence tourists’ visit intention. Findings from three experiments show that when objective authenticity is low, constructive authenticity significantly enhances travel intention; however, this effect is less pronounced when objective authenticity is high. The study also identifies cognitive trust and affective trust as dual mediators explaining these relationships, and demonstrates familiarity’s moderating role, such that the interaction effect between authenticity dimensions is stronger under low familiarity conditions. This research enriches theoretical understanding and provides practical implications for designing effective VIs.