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Abstract The digital era has ushered in transformative changes for the tourism industry, with virtual reality (VR) technology emerging as a pivotal innovation. This study investigates VR’s role in revolutionizing tourism by offering immersive experiences that enhance the enjoyment of travel and contribute to the preservation and transmission of cultural heritage. Our research assesses VR’s effects on tourism experiences and economic performance by employing panoramic roaming and multi-projection immersive environments. Findings reveal a dramatic increase in tourism returns, with a notable 80% rise in total return on assets for CITS, from 10% in 2013 to 18% in 2023. Additionally, VR has significantly influenced tourists’ spatial-temporal behaviors, boosting their engagement and interest in heritage sites. This paper highlights VR technology’s potential to augment tourism experiences and economic gains, underscoring its importance in the sector’s digital evolution.
Li et al. (Mon,) studied this question.