Deconstructing the Emotional and Cognitive Response to Cultural Heritage: A Virtual Reality Experiment

This investigation identifies, the cognitive impact and the emotional response that the image of destination produced in subjects immersed in virtual reality, by deconstructing the traditional image model in all its forms, the study focuses on tourist destinations characterized by Spanish historical, cultural, and architectural heritage. The cognitive and affective responses are analyzed using a measurement scale obtained from a questionnaire and the application of structural equations. The results show that the cognitive and emotional response caused by cultural heritage through virtual reality in individuals is positive. © 2022, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.