The Moderating Effect of the Use of Virtual Reality Technologies in the Branding of the Cultural Tourism Sector: An Analysis from the Brand Heritage

Abstract Brand heritage has become one of the most important emphases for companies as a response to the need to build a more diverse and multicultural society. Such is the case of Latin-American countries that see the importance of heritage as an important source for the development of the tourism market at the country level, specially making use of new information technologies. This is how this research aims to analyze the emotional factors (nostalgic experience, brand awe) that influence brand heritage and its effect on variables such as brand identity and purchase intention for the tourism sector. To achieve this purpose, the research uses a survey applied to 460 individuals who frequently attend cultural events and who have additionally made use of virtual reality platforms. For information processing, the structural equations technique is used. Among the main findings is that there is a direct and positive relationship between emotional factors and brand heritage. Likewise, it is found that there is a direct relationship between brand heritage and brand identity, however, no significance was found with purchase intention. Finally, it was found that the use of platforms such as virtual reality does have a moderating effect both with emotional factors.


Introduction
According to the nation Brand Index (2022), in recent years Latin American countries have been associated with the natural beauty of their landscapes and especially their cultural expressions.Additionally, it has been recognized for various characteristics such as the possibility of being an attractive place to work, quality of education, quality of life, highlighting a substantial increase in the last 5 years.In this sense, branding related to heritage becomes an alternative not only for companies but also for a country to improve its levels of competitiveness in the tourism sector, in such a way that it is more attractive to market segments global.
One of the perspectives that allows not only the creation of strong relationships with consumers but also the use of elements from the past that allow differentiation and positioning in the tourism market is brand heritage (Rose et al., 2016).Existing conceptualizations of brand heritage highlight that it emphasizes longevity, the use of core values, symbols and especially the beliefs that are part of the history of a country (Merchant & Rose, 2013).
Some research carried out in the field of brand heritage has found that a component is related to the invocation of nostalgia, which in turn creates fantasies about a previous time, which allows the increase in perceptions of heritage.In this way, advertising focused on elements of nostalgia allows the improvement of evaluations about heritage and especially brand attachment.Among the most recent studies of brand heritage it is possible to find: brand history (Strutton & Schibik, 2023), visual and narrative studies (Diaz Soloaga et al., 2023;Keller, 2023;Wiener et al., 2022), Corporate heritage (Ahn, 2023;Rindell & Strandvik, 2021;Sacco & Conz, 2023;Burghausen, 2023;Al-Amad & Balmer, 2023;Spielmann et al., 2022;Fagundes et al., 2022;Pecot et al., 2022;'t Hart & Phau 2022;Cooper et al., 2021), Country studies (Pecot et al., 2023), Luxury brands (Wiener et al., 2022).
According to the above, the different studies raise two gaps in the field of brand heritage.The first is related to the need to carry out studies that include emotions such as nostalgic experience as a communication and marketing strategy assumed by firms (Sacco & Conz, 2023).A second gap is related to the need to carry out studies at the country level relating national culture, especially in relation to heritage (Pecot et al., 2023.From the field of study of brand heritage, scholars such as Mencarelli et al. (2020), propose that despite having been studied mostly by marketing, brand heritage has shown to have applicability in other fields because in the most of the results found speak of positive consequences that allow creating value for both the brand and consumers.
Despite the above, other research has found the existence of resistance among consumers, discordant interactions, and ambivalent contradictions in the user experience.As a result of the above, there is a need to develop studies that allow not only to study the role of brand heritage in fields such as tourism but also possible factors that may affect the execution of this type of strategies (Rose et al., 2016).
In this way, the purpose of this research is to analyze the role of nostalgic experience and brand awe in brand heritage and its effect on purchase intention for the tourism sector.To fulfill this purpose, the research is structured in the following way.In the first part, an introduction is made to the different studies carried out with brand heritage and its relationship with nostalgic experience, brand awe and purchase intention.In the second part, an analysis of the theoretical and conceptual framework of the study area is carried out.In the third part, a presentation of the methodology is made, and the technique used for the analysis of the norm.The third part relates to the methodology used for information processing.Subsequently, the results of the study are presented and finally the conclusions and main contributions to the field of knowledge of brand heritage are presented.

Brand heritage, nostalgic experiences, brand awe and purchase intentions
The relationship between brand heritage, nostalgic experience, brand awe and pursuit intention are a complex phenomenon that is part of both the field of marketing and psychology.Firstly, the nostalgic experience is considered emotional in nature that stimulates a deep sense of connection between people and the past.This phenomenon has been used directly by branding to create a deep sense of brand awe.In this way awe is amplified by brand heritage, considered as a factor that is based on history and traditions that can bring a feeling of authenticity and trust.
On the other hand, the introduction of virtual reality as a moderating factor allows introducing a new dimension to the relationships between the factors.In this way, virtual reality takes the consumer to immersive environments that can evoke nostalgia, brand awe, brand heritage and purchase intention that can define the way consumers interact with the brand, making it more difficult to distinguish between the real and virtual world.In this way, the convergence of factors related to the consumer's experiences, the novelty in the purchase intention allows us to see a play of well-defined roles that become essential to connect with the audience.

Brand heritage as a knowledge area
Brand heritage holds a significant place in marketing and consumer psychology due to its potential to influence consumer behavior.As Urde et al. (2007) suggest, heritage brands position themselves based on their historical narratives, which can be related to current circumstances.This historical narrative, intertwined with a brand's journey, has the potential to significantly influence consumer behavior, particularly their intentions to purchase a product or service associated with that brand.
One compelling reason behind the positive impact of brand heritage on consumer purchase intentions is its cultural significance.Many brands have histories that are deeply rooted in cultural narratives and traditions.As noted by Beverland (2005Beverland ( , 2006)), these brands often become cultural icons, and consumers tend to place a high value on brands that have played a meaningful role in their culture's history.This cultural significance fosters a sense of pride and attachment among consumers, making them more inclined to choose that brand over others.Moreover, brand heritage is closely linked to trust and credibility.Urde et al. (2007) emphasize that brands with a long and storied history tend to be perceived as trustworthy and credible because they have consistently delivered on their promises over time.When consumers trust a brand, they are more likely to consider it when making purchasing decisions.
Emotional connection is another crucial aspect of brand heritage.Many heritage brands have been around for generations, and they often evoke nostalgia and sentimental feelings among consumers.As noted by Hakala et al. (2011) and Wiedmann et al. (2011), these emotional connections can be incredibly powerful.When consumers associate a brand with positive memories or experiences from their past, they are more likely to choose that brand in the present, seeking to recapture those emotions.Brand heritage also offers a valuable point of differentiation in competitive markets, as suggested by Merchant and Rose (2013).In crowded industries, where new brands are constantly emerging, heritage can set a brand apart, distinguishing established brands from newcomers and emphasizing their enduring appeal.
Perceived quality plays a significant role in consumer purchase intentions.Heritage brands are often associated with superior quality and reliability.As highlighted by Beverland (2006), this perception of quality positively influences consumer decisions.When consumers believe that a brand's heritage reflects a history of excellence, they are more likely to choose that brand over others.Lastly, effective brand storytelling can leverage brand heritage to captivate consumers.Brands that skillfully weave their history into their marketing narratives create compelling stories.These stories resonate with consumers on an emotional level, making them more likely to choose the brand and its products.
Therefore, brand heritage positively impacts consumer purchase intentions through cultural significance, trust and credibility, emotional connection, differentiation, perceived quality, and effective brand storytelling.Brands that effectively leverage their heritage tap into a rich source of consumer appeal, enhancing their likelihood of being chosen in a competitive marketplace.
H1: Brand heritage directly and positively affects purchase intention.
Virtual reality (VR) has emerged as a transformative technology in various industries, including marketing and brand communication.The integration of VR into marketing strategies offers a unique opportunity to enhance the relationship between brand heritage and purchase intention.
Firstly, virtual reality allows consumers to experience a brand's heritage in an immersive and interactive manner.Traditional marketing methods may convey a brand's history through text or images, but VR can transport consumers back in time, providing them with a firsthand, sensory experience of a brand's historical journey.This immersive experience can significantly strengthen the emotional connection consumers have with the brand, which, as discussed earlier, positively influences purchase intention.
Moreover, VR can bridge the gap between the past and the present.It enables brands to showcase their heritage in a modern context, emphasizing how their historical legacy informs their current products or services.This connection between heritage and modernity can resonate with consumers who seek products that combine tradition with innovation.
A study by Chirico et al. (2017) highlights how technological advances, including virtual reality, can amplify the emotional impact of heritage branding.VR's ability to create a sense of presence and spatial perception allows consumers to feel more connected to a brand's history.This heightened emotional response can translate into a stronger intention to purchase products associated with the brand's heritage.
Additionally, VR can be used to tell compelling brand stories that incorporate heritage elements seamlessly.These immersive narratives can engage consumers on a deep level, fostering a sense of authenticity and trust.As Hinsch et al. (2020) argue, the sense of presence and immersion offered by VR can intensify brand-related emotions, including awe, which is closely linked to heritage perception.
Furthermore, virtual reality can facilitate consumer exploration of a brand's heritage at their own pace.Consumers can delve into historical archives, explore virtual museums, or take guided tours of a brand's heritage sites, all within a VR environment.This self-directed exploration can lead to a more profound understanding and appreciation of the brand's heritage, increasing purchase intention.
Therefore, virtual reality, as a moderating factor, enhances the relationship between brand heritage and purchase intention by offering immersive experiences, bridging the past and present, amplifying emotional responses, enabling compelling storytelling, and facilitating self-directed exploration.

Nostalgic experience
Nostalgia has been widely recognized as a powerful emotional driver that can significantly influence consumers' perceptions and attitudes toward brands.Nostalgic experiences often evoke positive emotions associated with past memories and experiences (Wildschut et al., 2006).When consumers experience nostalgia in the context of a brand, it can create a deep and meaningful connection between the brand and the consumer.Several studies have explored the role of nostalgia in the formation of brand heritage.Brand heritage represents the historical and cultural legacy of a brand, and it often taps into consumers' emotions and memories (Urde et al., 2007).Nostalgic experiences are closely tied to memories and can serve as a bridge between the brand's history and the consumer's emotional connection (Hoskins, 2017).
Therefore, when consumers associate a brand with nostalgic feelings from their past, they may perceive the brand as having a rich heritage and a longstanding presence.This positive emotional connection can enhance the brand's heritage and contribute to its perceived authenticity (Beverland, 2005;Urde et al., 2007).Additionally, nostalgic experiences can reinforce the idea that a brand has stood the test of time and has remained relevant across generations.

H5. Nostalgic experience directly and positively affects brand heritage
Virtual reality (VR) has emerged as a powerful tool to evoke nostalgic experiences and enhance brand heritage perceptions.Nostalgic experiences involve a longing for the past and a desire to reconnect with fond memories.When consumers engage with brand heritage through VR, they often experience a heightened sense of nostalgia, which can be moderated by this technology in several ways.Firstly, VR has the capability to recreate historical settings and contexts with remarkable realism.This immersive quality of VR can transport consumers back in time and elicit nostalgic emotions associated with the brand's history.By moderating the intensity of these nostalgic experiences, VR enhances the emotional connection consumers have with the brand's heritage.
Moreover, VR allows for interactive and multisensory experiences.Consumers can explore virtual heritage sites, interact with historical artifacts, and engage in storytelling that triggers nostalgic feelings.The ability to actively participate in the brand's heritage amplifies the emotional impact of nostalgia and strengthens the association between brand heritage and personal identity.Recent studies (Holton & Molyneux, 2017) have highlighted the unique nature of identity formation in online and virtual contexts.VR provides a distinct platform for individuals to engage with brand heritage, which can result in the formation of a brand-enhanced online identity.This virtual presence, shaped by the brand's heritage, can further influence personal identity, especially for individuals who value their online personas.
Additionally, VR's capacity to create a sense of presence and immersion intensifies emotional responses, including nostalgia.Users of VR technology often report feeling "transported" to different times and places, which enhances the nostalgic experience associated with brand heritage.This heightened emotional state can strengthen the impact of brand heritage on personal identity.
Therefore, virtual reality, as a moderating factor, enhances the relationship between nostalgic experience and brand heritage by intensifying nostalgic feelings, offering immersive and interactive experiences, and providing a unique platform for identity formation.
H4. Virtual reality has a moderation role on the relationship between nostalgic experience and brand heritage.

Brand awe
In the realm of consumer psychology, the responses brands evoke are multifaceted, characterized by varying types and degrees of intensity (Kim et al., 2021).These responses give rise to a spectrum of emotional reactions and diverse behavioral responses to brands.However, the underlying mechanisms that trigger these emotions remain elusive.Brand awareness has emerged as a common thread weaving through the tapestry of intense emotions that branding can evoke (Keltner & Haidt, 2003).
Brand awe, a phenomenon central to our discussion, is defined as an emotional response elicited by a stimulus.Konecni (2005) posits that, from a psychological perspective, brand awe encompasses a unique blend of enjoyment and fear.Brand awe is characterized by two key properties: vastness, associated with the physical perception of an object, and abstraction, linked to the conceptual notion of the object.The perception of vastness is contingent upon the context in which an individual encounters the object.The second property, abstraction, is referred to as accommodation, signifying that the perceived idea becomes integrated into an individual's knowledge structure.Consequently, when individuals perceive this idea, they embrace it, and it aligns with their preexisting expectations (Kim et al., 2021).
Brand awe, when considered in the context of a consumer's perception, can give rise to a heightened sense of social status, especially in the case of luxury brands.Simultaneously, it accommodates the consumer's expectations related to their purchase experience, resulting in the intensification of emotions.Therefore, brand awe proves to be a valuable tool for understanding consumer responses to brands (Kim et al., 2021).
In the domain of brand heritage, brand awe assumes a pivotal role in the promotion of tourist destinations, particularly in creating an environment where representations and symbols play a fundamental role in the formation of cultural identity (Wang, 2017).Chinese monuments and historic sites exemplify this phenomenon, where the government endeavors to create an ambiance that immerses visitors in cultural spaces, eliciting a compelling sensory experience.Despite these insights, scholars advocate for further exploration of the myriad factors associated with brand awe, especially within the context of cultural branding (Kim et al., 2021).
H3: Brand awe directly and positively affects brand heritage.
The ever-evolving technological landscape has engendered profound changes in how consumers perceive brands.Kim et al. (2021) have highlighted the intricate tapestry of consumer responses to brands, which encompass a wide array of types and intensities of emotions.These responses have far-reaching implications, as they shape brand perceptions and drive consumer behaviors.However, the mechanisms underpinning the generation of these emotions remain enigmatic.Brand awareness has emerged as a common thread that binds together the diverse and intense emotions elicited by branding efforts (Keltner & Haidt, 2003).
Within this context, brand awe has emerged as a significant area of exploration.Brand awe can be defined as an emotional response triggered by a stimulus.Konecni (2005) posits that, from a psychological perspective, brand awe constitutes a unique blend of enjoyment and fear.It is characterized by two key properties: vastness, related to the physical perception of an object, and abstraction, linked to the conceptual notion of the same object.The perception of vastness is highly dependent on the context in which the individual encounters the object.The second property, abstraction, is described as accommodation, where the perceived idea becomes integrated into the individual's existing knowledge structure.Consequently, when individuals perceive this idea, they embrace it, and it aligns with their preexisting expectations (Kim et al., 2021).
Furthermore, brand awe considers a consumer's perception and how it can confer a heightened social status, particularly in the context of luxury brands.Simultaneously, it accommodates the consumer's expectations related to their purchase experience, leading to the intensification of emotions.This underscores the significance of brand awe as a tool for understanding consumer responses to brands (Kim et al., 2021).
Brand heritage, in turn, plays a pivotal role in the promotion of tourist destinations.This is especially true in creating an environment where representations and symbols assume central importance in the formation of cultural identity (Wang, 2017).Chinese monuments and historic sites exemplify this phenomenon, where the government endeavors to create an ambiance that immerses visitors in cultural spaces, evoking compelling sensory experiences.Yet, scholars emphasize the need for continued exploration of various factors related to brand awe, especially within the context of cultural branding (Kim et al., 2021).
Conceptualization model evidence hypothesis relation among them in Figure 1.
H6: Virtual reality has a moderating effect on the relationship between brand awe and brand heritage.

Data collection
For our investigation into the influence of virtual reality (VR) on cultural tourism in Colombia, we employed a comprehensive data collection strategy.Between January and March 2023, we conducted surveys with a sample of 460 tourists who expressed a particular interest in cultural representation sites across Colombia.To ensure the validity of our findings, we enlisted the services of a professional survey company that personally contacted the tourists.
The survey questionnaire was designed to elicit information on various aspects of the tourists' experiences and preferences.Key components included questions regarding their primary motivation for the trip, the utilization of virtual media, particularly VR, for destination visualization, and their cultural tourism activities.Additionally, we gathered sociodemographic data to understand the profile of our respondents.

Group classification
To facilitate a focused analysis, we classified the participants into two distinct groups.The first group consisted of 110 tourists who utilized virtual reality as a destination visualization tool.The second group included 350 individuals who relied on traditional methods for destination selection.

Variables
The Brand Heritage Scale is developed by Pecot et al. (2019) like a multidimensional measurement tool used to assess consumers' perceptions of a brand's heritage and its enduring qualities.It comprises three distinct dimensions, each offering unique insights: • Stability Dimension: This dimension gauges the perception of a brand's consistency and unwavering commitment to its core values and promises over time.It emphasizes the enduring nature of a brand's identity, often demonstrated through consistent logos, slogans, and packaging.• Longevity Dimension: This dimension delves into the perception of a brand's historical roots and traditions.It assesses the brand's ability to convey a sense of its past and heritage, irrespective of its actual age.• Adaptability Dimension: This dimension explores the perception of a brand's ability to evolve and adapt while maintaining a connection to its heritage.It highlights the importance of a long-term strategic approach that balances change with a reverence for the brand's history.
The Brand Awe Scale, developed by Kim et al. in 2021, is a measurement tool designed to gauge the awe-inducing aspects of encountering a brand.It encompasses three dimensions: • Euphoria Dimension: This dimension captures the feelings of privilege, inspiration, and specialness that individuals experience when encountering a brand.It includes statements like feeling lucky or inspired by the brand.• Enthrallment Dimension: This dimension assesses the brand's capacity to capture attention and stand out in a crowded marketplace.It includes items related to stopping and staring at the brand and its ability to automatically draw attention.• Vastness Dimension: This dimension explores the perception of the brand as something grand and imposing, evoking feelings of insignificance and awe.It includes statements about feeling the presence of something greater than oneself and being intimidated by the brand's presence.
In addition, the study incorporates virtual reality as a dichotomous variable, distinguishing between usage (1) and non-usage (0) of virtual platforms for tourism visualization, enabling researchers to explore how virtual reality influences the experience of brand awe in the context of cultural tourism.
The Nostalgic Experience Scale, adapted from Jain et al. ( 2019) and Merchant and Rose (2013), measures the nostalgic feelings and positive emotions tied to heritage tourism sites with strong brand heritage connections.It includes items like recalling cherished memories associated with the site, thoughts about its historical significance, and reliving past moments while visiting.The Positive Emotions section assesses emotions experienced during the visit, such as joy, pleasantness, and happiness.This scale provides a comprehensive tool for evaluating the emotional and nostalgic impact of heritage tourism destinations.
The Purchase Intention Measurement scale, influenced by Moon et al. (2008), consists of four statements.It employs a five-point Likert scale (1 = strongly disagree, 5 = strongly agree) without reverse-coded items.Respondents are prompted to rate their agreement with statements assessing their intent to purchase Intangible Cultural Heritage products.The scale evaluates their interest in buying Intangible Cultural Heritage products, their consideration of these purchases, their intention to recommend this products to friends, and their potential openness to making such purchases.This scale offers valuable insights into consumer attitudes and tendencies regarding Intangible Cultural Heritage products, facilitating the assessment of their purchase likelihood and advocacy.

Model
Our research hinged on robust data analysis conducted using STATA© Version 17, a well-regarded statistical software that finds extensive application across diverse research disciplines.We adopted a multigroup analytical approach, prized for its efficacy and adaptability in modeling structural equations via the squares algorithm.This technique holds sway in various domains within the realm of social sciences, with particular relevance in uncovering patterns of consumer behavior, unraveling tourist dynamics, and deciphering user preferences (Haudi, 2022; Salas-Paramo and Escandon-Barbosa, 2022;Escandon et al., 2023).Given the central theme of our investigation, which delves into the moderating impact of virtual reality on the intricate relationship between different dimensions of cultural branding and brand heritage, we turned to Structural Equation Modeling (SEM) as an all-encompassing strategy.SEM not only addresses measurement bias but also elevates the precision of calculated correlations by factoring in measurement errors.Furthermore, assessing the measurement invariance is crucial for determining the moderating effect's significance.Multigroup analysis comes to the fore as a practical tool to discern if the prepared data exhibit substantial variations across specific groups.
To scrutinize the psychometric qualities of our measurement scales, we initiated a rigorous process.This involved correlational and exploratory factor analyses to assess their congruence and unidimensionality.Subsequently, Confirmatory Factor Analysis (CFA) was employed to rigorously evaluate the discriminant and convergent validity of the scale components.The results were commendable, with the CFA and Scale Composite Reliability (SCR) producing consistent findings, with indices surpassing the thresholds of 0.6 and 0.8, respectively.Additionally, the Average Variance Extracted (AVE) consistently exceeded 0.5 for all scales, thereby unequivocally establishing discriminant validity within our measurement models.
Table 1 provides an overview of the constructs utilized in the study, presenting their averages and standard deviations.This table offers insight into the relationships between these constructs and includes correlation information to illustrate these interconnections.
To address the potential common method variance issue, we employed the Harman factor test, a common approach when all variables are assessed using the same survey tool.This concern arises because variations in the data might be attributed to the survey method itself rather than the actual constructs under investigation (Podsakoff et al., 2003).Our factor analysis results revealed that all components had eigenvalues exceeding one and collectively accounted for over 76% of the total variance.However, when we applied Harman's single-factor test (which assumes a single factor), it explained only 49% of the variance.

Results
In our study, we adopted a multigroup modeling approach, segmenting our participants into two distinct groups: one utilizing virtual reality and the other not.The results generated by the model indicated a reasonable fit to the data.For the entire sample, the statistical findings were as follows: X2 (460) = 261.93;Root Mean Square Error of Approximation (RMSEA) = 0.058; Comparative Fit Index (CFI) = 0.942.encompasses the analysis of outcomes derived from the theoretical model, focusing on the hypotheses put forth in our research.Hypothesis 1 is accepted that brand heritage has a direct and positive effect on the Purchase intention (β12 = 0.762; p < 0.01), and this relationship is stronger if virtual reality is used (β12 = 0.874, p < 0.01) compared to not using it (β12 = 0.761, p < 0.01), resulting in significant differences between these two groups of tourists (t = 2.03 p 0.01).As a result, hypothesis 2, that virtual reality has a moderating influence on the relationship between social brand identity and brand heritage, is confirmed.
Our research provided empirical support for Hypothesis 1, which posited that Brand heritage exerts a direct and positive influence on purchase intention (β12 = 0.294; p < 0.01).Intriguingly, this relationship was found to be more robust in the presence of virtual reality (β12 = 0.285, p < 0.01) compared to its absence (β12 = 0.301, p < 0.01).This yielded significant distinctions between these two groups of tourists (t = 2.144, p < 0.01).Consequently, Hypothesis 2, which proposed that virtual reality moderates the connection between social brand identity and brand heritage, was substantiated.
Regarding Hypothesis 3, our results unveiled a direct and negative impact of nostalgic experience on brand heritage (β21 = −0.642,p < 0.01).Furthermore, virtual reality emerged as a moderator in the relationship between nostalgic experience and brand heritage (β21 = −0.665;p < 0.1), corroborating Hypothesis 4 by revealing significant differences in the relationship's outcomes across the two groups (t = 2.56, p < 0.01).
Moreover, our study confirmed Hypothesis 5, indicating that brand awe directly and positively influences brand heritage (γ21 = 0.848; p > 0.1).However, we found no substantial impact of virtual reality on the connection between brand awe and brand heritage, leading us to reject Hypothesis 6.

Conclusions
The core objective of this study was to explore how virtual reality technologies serve as a moderating factor within the cultural tourism industry.We specifically investigated the impact of virtual reality on the relationship between Brand heritage and purchase intention.Additionally, we include Brand awe and Nostalgic experience like antecedents of Brand heritage.
To accomplish this objective, we conducted a comprehensive survey involving 460 tourist, focusing on 13 UNESCO-recognized heritage sites.Our study participants were categorized into two distinct groups: those who made use of virtual media when selecting tourist destinations and those who did not.
The outcomes of our study on the moderating role of virtual reality technologies in shaping the branding dynamics of the cultural tourism sector suggest that virtual reality can wield a significant influence on the connections between different facets of branding and brand heritage within heritage-recognized tourist destinations.Our findings underscore that virtual reality technologies have the potential to enrich tourists' perceptions and appreciation of cultural heritage, ultimately bolstering their intentions to visit these remarkable places.
Our research underscores the intertwined nature of brand heritage and purchase intentions, emphasizing that both are anchored in symbols, emotions, and experiences that hold deep personal significance.This alignment with Delport and Mulder (2021) assertions reinforces the existing literature.Furthermore, brand heritage is rooted in historical events, symbols, and values that resonate strongly with specific communities or groups.Consequently, tourism to destinations recognized for their cultural heritage provides a unique avenue for nurturing purchase intent, as it has the capacity to cultivate, connect, or solidify emotions and symbols that individuals cherish, thereby fostering a more enriched self-perception.
As for the relevance of virtual reality, despite its relatively recent emergence, our research aligns with Huang and Liu (2021) claim that this technology enhances information acquisition and overall satisfaction in planned travel experiences.This innovative technology facilitates a more profound understanding of the distinctive characteristics and pertinent knowledge associated with the brand heritage of tourist destinations (Senyao & Ha, 2022).
Our research also confirms the notion that brand awe can augment the symbolic and literary dimensions of brand heritage, as proposed by Kim et al. (2021).For example, when individuals engage with the dimensions linked to a brand, brand awe can evoke feelings of grandeur, mystique, and reverence for the heritage it embodies.This heightened emotional response may elevate consumers' perceptions.However, our research suggests that Kim et al. (2021) idea of generating excitement around a brand through recognition of its cultural heritage may not necessarily elevate expectations or influence travel decisions to destinations with a pronounced heritage presence.Conversely, our findings indicate that experiencing virtual reality before embarking on a visit fosters a deeper connection with positive emotions toward the recognized heritage of the destination.This technology enriches brand heritage by providing access to more information and immersive experiences that enhance the overall brand perception.
In addition to our primary findings, our research unveiled a significant relationship between nostalgic experiences and brand heritage.Notably, this relationship demonstrated heightened strength within the context of virtual reality as compared to traditional communication channels.Virtual reality emerged as a potent factor in magnifying the connection between nostalgic experiences and brand heritage, surpassing the influence observed in more conventional communication methods.
This discovery highlights the remarkable impact of virtual reality in intensifying the bond between cherished memories and the heritage embodied by a brand.It underscores how the immersive nature of virtual reality, with its capacity to transport individuals into historical narratives, significantly enhances the emotional resonance and affinity with brand heritage.As a result, our research underscores the pivotal role of virtual reality in elevating the perceived cultural and historical value of brand heritage.

Theoretical contributions and future lines
This study contributes to the theoretical landscape in several significant ways.First, it advances our understanding of the moderating effect of virtual reality within the cultural tourism sector, elucidating its transformative potential in reshaping tourists' experiences and perceptions.Second, the research highlights the substantial impact of virtual reality technologies on the appreciation of cultural heritage.By demonstrating how virtual reality enhances tourists' perceptions and emotional connections with cultural sites, it enriches the discourse on immersive technologies in heritage preservation.Third, the study reaffirms the symbiotic relationship between brand heritage and purchase intentions, emphasizing the centrality of emotions and symbolism in influencing consumer behavior and brand loyalty.Furthermore, the discovery of a more robust relationship between nostalgic experiences and brand heritage in the virtual reality context expands our understanding of how immersive technology intensifies emotional connections with historical and cultural elements.
Future research in this field can delve into various avenues.Firstly, exploring how the moderating effect of virtual reality varies across diverse cultural contexts can provide valuable insights into the technology's adaptability and effectiveness in different regions.Secondly, investigating the long-term impact of virtual reality on brand heritage and purchase intentions can shed light on the lasting influence of immersive technology in the tourism industry.Thirdly, conducting comparative analyses across different virtual reality experiences, such as augmented reality and mixed reality, can reveal the distinctive effects of these technologies on cultural branding and heritage appreciation.Additionally, segmenting tourists based on technological preferences and familiarity with virtual reality can uncover variations in the technology's influence on different consumer groups.Further research may also examine how virtual reality contributes to cultural heritage preservation efforts and engages younger generations in heritage conservation, while simultaneously addressing ethical considerations, such as cultural authenticity and digital colonialism, in the growing integration of virtual reality into cultural tourism.

Table 2 Table 1 .
averages and standard deviations insight into the relationships.

Table 2 .
multigroup results: coefficient, p value and t test.