Abstract
Technology-supported applications have been found to improve cultural heritage tourism experiences. This paper raises the question of whether and how Virtual Reality technology is accepted as a means to communicate cultural heritage. The second iteration of the Unified Theory of Acceptance and Use of Technology (UTAUT 2) is employed to investigate factors driving the user intention to adopt the technology and the subsequent usage behavior. We find that technology acceptance is mainly driven by the level of enjoyment and entertainment the user experiences. Due to the novelty of the technology in the analyzed setting, technology usage intention has not yet converted into actual technology usage.
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