Digital Engagement and Visitor Satisfaction at World Heritage Sites: A Study on Interaction, Authenticity, and Recommendations in Coastal China

Zhang, Yuan and Papp-Váry, Árpád Ferenc and Szabó, Zoltán (2025) Digital Engagement and Visitor Satisfaction at World Heritage Sites: A Study on Interaction, Authenticity, and Recommendations in Coastal China. ADMINISTRATIVE SCIENCES, 15 (3). ISSN 2076-3387

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Abstract

This study investigates the impact of digital transformation on visitor satisfaction, engagement, and recommendation intentions at World Heritage Sites in Chinese coastal cities. A survey-based quantitative research design was employed, collecting data from four hundred and two respondents across eight cities using systematic random sampling. structural equation modeling (SEM) was applied to analyze relationships among digital participation, perceived authenticity, visitor satisfaction, and recommendation behaviors. Results highlight that technologies such as VR and AR enhance satisfaction, engagement, and authenticity, driving recommendation behaviors. Extending Cultural Authenticity Theory and satisfaction–loyalty frameworks, the study emphasizes the dynamic interplay of digital tools and cultural narratives. Practical recommendations focus on implementing culturally sensitive, interactive digital strategies to strengthen heritage tourism’s sustainability. Future research is encouraged to explore emerging technologies like AI and the metaverse.

Tudományterület / tudományág

social sciences > media- and communication studies
social sciences > regional studies

Faculty

Not relevant

Institution

Soproni Egyetem

Item Type:	Article
SWORD Depositor:	Teszt Sword
Depositing User:	Csaba Horváth
Identification Number:	MTMT:36003137
Date Deposited:	10 Apr 2025 10:28
Last Modified:	10 Apr 2025 10:28
URI:	http://publicatio.uni-sopron.hu/id/eprint/3585

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