How do visitors perceive the significance of tangible cultural heritage through a 3D reconstructed immersive visual experience at the Seokguram Grotto, South Korea?

Sustainable heritage tourism is recognized as an economic activity that can ensure the careful management of tangible cultural heritage sites for future generations, and attract visitors to experience their cultural, historical, and archaeological significance. The use of 3D immersive cultural heritage visualization presentations can enhance a visitor’s perceived experience and motivation, and have received growing interest in the tourism literature. However, the impact of these cultural heritage presentations on visitor perceived experience with regard to certain psychological and social factors has not been fully explored. This study aims to fill this gap in the literature by investigating how 3D immersive visualization experiences enhance the significance and value of tangible cultural heritage sites, through considering significant factors. A cross-sectional study was conducted with visitors who experienced a 3D reconstructed immersive visual experience of the Seokguram Grotto World Heritage Site. The results showed that the 3D reconstructed immersive visualization contents increased the significance and value of the tangible cultural heritage site, by influencing visitors' perceived experiences using certain psychological factors. These findings will contribute positively to the sustainable heritage tourism development literature.