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

Author

Listed:
  • Yan Hu

    (Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Republic of Korea)

  • Meng Fei Yu

    (Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Republic of Korea)

  • Aye Thuzar Aung

    (Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Republic of Korea)

  • Julie Anne Pineda

    (Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Republic of Korea)

  • Xiaoting Chi

    (Business School, Qingdao University, 62 Kedazhi Road, Qingdao 266071, China)

  • Young-joo Ahn

    (Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Republic of Korea
    Tourism Industry Data Analytics Lab (TIDAL), Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Republic of Korea)

Abstract

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.

Suggested Citation

  • Yan Hu & Meng Fei Yu & Aye Thuzar Aung & Julie Anne Pineda & Xiaoting Chi & Young-joo Ahn, 2025. "The Influence of Exhibition Interactivity on Tourist Experiences at World Heritage Sites," Sustainability, MDPI, vol. 17(17), pages 1-22, August.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:17:p:7720-:d:1734021
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    References listed on IDEAS

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    1. Di Tian & Qiongyao Wang & Rob Law & Mu Zhang, 2020. "Influence of Cultural Identity on Tourists’ Authenticity Perception, Tourist Satisfaction, and Traveler Loyalty," Sustainability, MDPI, vol. 12(16), pages 1-18, August.
    2. Tanja Komarac & Đurđana Ozretić Došen, 2022. "Discovering the determinants of museum visitors’ immersion into experience: the impact of interactivity, expectations, and skepticism," Current Issues in Tourism, Taylor & Francis Journals, vol. 25(22), pages 3675-3693, November.
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