The Influence of Exhibition Interactivity on Tourist Experiences at World Heritage Sites

Heritage tourism has attracted increasing attention. Unique symbols of cultural identity, World Heritage Sites (WHSs) have steadily become one of the key global tourism resources, attracting large numbers of tourists. This study investigated how exhibition interactivity features shape satisfaction and loyalty among tourists in the context of WHSs. Moreover, it examined the enhancement of tourists’ satisfaction through interactive exhibitions, increasing loyalty to cultural heritage tourism destinations. The research methodology involved the application of a structural equation model (SEM) and importance–performance analysis (IPA). In addition, the differential effects of exhibition experiences across various tourist subgroups remain underexplored. In light of this research gap, 227 surveys of visitors to WHSs were utilized. The results showed that active control and synchronicity had positive effects on tourist satisfaction and loyalty, but two-way communication had a negative effect on satisfaction. The results demonstrated that exhibition interactivity influenced loyalty indirectly through satisfaction. Furthermore, this study identified cognitive gaps in different tourist groups in the exhibition interactivity dimension using IPA. By employing a multifaceted methodological approach, this study explored how interactive technology influences tourist experiences at WHSs. Finally, it offers empirical evidence, theoretical contributions, and practical suggestions.