A comparative study of VR and AR heritage applications on visitor emotional experiences: a case study from a peripheral Spanish destination

Abstract VR (virtual reality) and AR (augmented reality) applications are increasingly being implemented in the heritage and cultural tourism sector, generating immersive and engaging visitor experiences. Taking into account the gaps in the literature concerning the topic, the objective of this study is to compare the emotional impacts of VR and AR applications on the visitor experience in two heritage sites in the peripheral town of Ulldecona (Catalonia, Spain). Through a qualitative real-world study, combining participants’ self-reports and participant observation, the analysis will be conducted by examining visitors’ reactions across five dimensions of emotions identified in the literature (Soon et al. in Psychol Mark 40(11):2387–2412, 2023) and adapted to this context: the cognitive, affective, physiological, motivational and expressive dimensions. Both positive and negative effects are explored to provide a comprehensive understanding of the visitor experience. Results reveal that what visitors express does not always match their sensorial and physical behaviour during the experience. Additionally, VR and AR applications elicit different reactions among visitors due to their varying degree of immersivity. This research provides valuable insights to the literature on VR, AR and heritage tourism, emphasising the need for a mixed-method approach to further explore advanced technologies’ impacts on visitors at heritage sites.