Purpose This study aims to examine how public perceptions of Virtual Reality (VR) and Augmented Reality (AR) can drive innovative approaches to heritage conservation in Athirampuzha. The purpose is to develop a collaborative framework that employs VR and AR to foster sustainable tourism while safeguarding the town's cultural and historical legacy. Design/methodology/approach This study employed a qualitative approach to understand how Athirampuzha residents view heritage conservation and technology. From June to August 2024, we interviewed locals who have lived in the town for over 50? years and know about VR, AR or information technology. Our questions covered three main topics: why is it important to preserve heritage, how technology can help and visions for the future. Interviews were recorded, transcribed and translated into English. We then organized the responses into themes by coding the data to find common ideas and insights. Findings Residents emphasized the urgent need to preserve Chandakkulam (Lake Name) and other heritage sites, noting strong local ties but limited conservation awareness. They supported VR/AR for heritage interpretation, wary of over-commercialization in tourism. A collaborative model community engagement, government policy and private investment was recommended for sustainable heritage preservation. Originality/value This research makes a novel contribution by focusing on Athirampuzha, a heritage site previously overlooked in academic literature, and combining grassroots perspectives with emerging VR/AR technologies. Its value lies in demonstrating how digital tools can be tailored to local contexts, offering a replicable model for small heritage towns worldwide.
KK et al. (Fri,) studied this question.