Geojournal of Tourism and Geosites | 2026
Authors: Chau T.M.; Thang N.P.; Thoa N.T.K.; Nguyen N.D.T.
DOI: 10.30892/gtg.65224-1729
Journal: Geojournal of Tourism and Geosites
Year: 2026
Publisher: Editura Universitatii din Oradea
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
Digital technologies are transforming the experience of visitors at heritage sites with deeper discovery, interaction, and interpretation. However, empirical research is still unclear about what technology plays a better role in enhancing tourist satisfaction and loyalty. This study aims to clarify such relationships using an empirical model in investigating tourists at Vietnamese heritage sites. Data were collected using a guided questionnaire from 282 respondents, measuring Perceived Usefulness, Ease of Use, Engagement, Authenticity, Satisfaction, and Return Intention. Using Structural Equation Modeling (SEM), the study explored direct and indirect associations among these constructs. Results showed that Engagement had the strongest positive impact on tourist satisfaction (T = 3.871; p = 0.000) and that Authenticity was the strongest predictor of intention to return (T = 2.382; p = 0.018). Satisfaction also positively influenced intention to return (T = 2.762; p = 0.006), thereby confirming its mediation between experience and behavioral loyalty. Perceived Usefulness and Ease of Use indirectly impacted satisfaction through Engagement. These findings emphasize that interactive, participatory, and real digital experiences are vital in augmenting heritage visits and encouraging repeat visits. Managers of heritage tourism are therefore urged to adopt digital platforms that enhance user engagement, improve storytelling, and improve authenticity perception. By strategic integration of digital tools, destinations have the potential to augment visitor satisfaction as well as competitiveness and sustainability in heritage tourism. © 2026 by the authors.
digital technologies; experiences; heritage tourism; Structural Equation Modeling; tourist satisfaction