Beyond the experience: immersive digital heritage attributes, perceived value, and behavioral intentions

Introduction Immersive technologies are increasingly used in digital cultural heritage to enrich tourists’ sensory, interactive, and cultural experiences. However, existing research has focused more on technology acceptance and immediate experience outcomes, with less attention to how distinct experience attributes are associated with behavioral intentions following the experience. It also remains unclear whether tourists’ technology perceptions are associated with value evaluation after use. Methods Based on the stimulus-organism-response (SOR) model, this study examines the relationships among four immersive experience attributes, perceived value, and behavioral intention. Perceived ease of use and perceived usefulness from the technology acceptance model (TAM) are included as moderators between the experience attributes and perceived value. Survey data were collected from 483 visitors to the Yungang Grottoes in China. Partial least squares structural equation modeling (PLS-SEM) was used to test the proposed relationships and moderating effects, while fuzzy-set qualitative comparative analysis (fsQCA) was used to identify combinations associated with high behavioral intention. Results The results show that all four experience attributes are positively related to perceived value, which is in turn positively related to behavioral intention. The moderating effects are selective. Perceived ease of use strengthens the relationships of interactivity and existential authenticity with perceived value, while perceived usefulness strengthens the relationships of visual appeal and immersion with perceived value. The fsQCA results identify two configurations associated with high behavioral intention. Discussion This study moves immersive digital heritage research beyond a focus on technology by giving more attention to cultural meaning and value evaluation after use. It also extends the role of technology perceptions from initial use decisions to value evaluation after use. These insights may help heritage sites improve usability, strengthen cultural understanding, and support continued visitor engagement.