Purpose While virtual reality (VR) is widely used in destination marketing for its immersive features, concerns are growing that its novelty effect may be fading. This study aims to explore how VR-based cultural experiences foster destination curiosity, a key psychological driver of tourism interest and behavioural intention. Design/methodology/approach Drawing on social cognitive theory, contact theory and construal level theory, 34 in-depth interviews were conducted with participants of the Horizon of Khufu VR tour in Shanghai. The large-scale, multi-user VR expedition provides a unique context to explore how immersive environments facilitate cultural contact and shape destination perceptions. Findings The conceptual model and propositions were developed based on the study’s findings. Thematic analysis reveals that while technological novelty initially attracts participants, cultural dimensions, particularly destination familiarity and cultural mystique, play a more enduring role in stimulating curiosity and sustaining engagement. VR serves as both a technological gateway and a cultural bridge: initial interest arises from VR’s novelty, but long-term curiosity depends on the rich cultural storytelling. Practical implications The findings offer actionable guidance for destination marketing organizations to design VR experiences that balance technological innovation with compelling narratives, ensuring that VR functions not merely as a technological showcase but as a catalyst for real-world exploration of cultural heritage sites. Originality/value This study moves beyond VR’s fading novelty by demonstrating how cultural storytelling and immersive contact foster lasting curiosity. It introduces a new framework integrating cultural cognition with VR tourism marketing, positioning VR as a bridge that transforms initial excitement into meaningful engagement and travel intentions.
Yao et al. (Mon,) studied this question.