The Use of Technology Enhancing Tourist Engagement at an Archaeological Site: A Cross-Cultural Analysis

This paper aims to investigate the relationship between tourist engagement (TE), future behavioral intentions in adopting new immersive technologies (FUT), and national culture. The study explores whether cross-cultural differences exist in tourists’ engagement and adoption of new immersive technologies. A questionnaire was administered at the archaeological park of Pompeii, Italy, resulting in 426 preliminary responses that were analyzed using correlation matrix, Principal Component Analysis, and descriptive statistics. The findings indicate significant variations in TE and FUT factors, with tourists from culturally similar countries demonstrating similar behaviors. This research contributes to the understanding of the role of culture in tourist engagement and technology adoption. While the study has important implications for both researchers and tourism practitioners, it acknowledges the limitations of a small sample size and ongoing research, suggesting potential for further investigation. The originality of this paper lies in its examination of the relationship between national culture, tourist engagement, and the adoption of immersive technologies.