Digital Engagement and Visitor Satisfaction at World Heritage Sites: A Study on Interaction, Authenticity, and Recommendations in Coastal China

Yuan Zhang, Árpád Papp-Váry and Zoltán Szabó ()
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Yuan Zhang: Alexandre Lamfalussy Faculty of Economics, University of Sopron, H-9400 Sopron, Hungary
Árpád Papp-Váry: Faculty of International Management and Business, Budapest Business University, H-1165 Budapest, Hungary
Zoltán Szabó: Alexandre Lamfalussy Faculty of Economics, University of Sopron, H-9400 Sopron, Hungary

Administrative Sciences, 2025, vol. 15, issue 3, 1-27

Abstract: This study investigates the impact of digital transformation on visitor satisfaction, engagement, and recommendation intentions at World Heritage Sites in Chinese coastal cities. A survey-based quantitative research design was employed, collecting data from four hundred and two respondents across eight cities using systematic random sampling. structural equation modeling (SEM) was applied to analyze relationships among digital participation, perceived authenticity, visitor satisfaction, and recommendation behaviors. Results highlight that technologies such as VR and AR enhance satisfaction, engagement, and authenticity, driving recommendation behaviors. Extending Cultural Authenticity Theory and satisfaction–loyalty frameworks, the study emphasizes the dynamic interplay of digital tools and cultural narratives. Practical recommendations focus on implementing culturally sensitive, interactive digital strategies to strengthen heritage tourism’s sustainability. Future research is encouraged to explore emerging technologies like AI and the metaverse.

Keywords: digital transformation; cultural authenticity; visitor satisfaction; heritage tourism; sustainable tourism (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2025
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