On 21 February 2026, the University of Bari Aldo Moro – Department of Economics, Management and Business Law will host the workshop “Virtual Reality and Cultural Tourism Marketing”, the final event of the PRIN 2022 project “REVeRT – Relaunching Cultural and Heritage Experiences through Virtual Reality Tourism”.

The project involves four research units: the University of Sassari, the University of Basilicata, the University of Bari Aldo Moro and the National Research Council-Institute for Mediterranean Studies (CNR-ISMed). During the meeting, the results of the activities carried out within REVeRT will be presented, with particular reference to the impact of Virtual Reality (VR) technologies – immersive and non-immersive – on the visitor experience, engagement and opportunities for enhancement for cultural institutions and tourist destinations.

Among the topics at the centre of the discussion are empirical evidence on the motivations and barriers that influence the adoption of VR in the enjoyment of cultural heritage, together with the role of perceived authenticity in shaping visitors’ emotional, cognitive and behavioural responses. The effects of VR in creating memorable experiences and guiding subsequent behaviour will also be illustrated.

The contribution of CNR-ISMed. The CNR-ISMed Operational Unit has investigated the psychological and social factors that influence the adoption of VR in cultural tourism, analysing the role of regulatory focus, social influence and trust in technology. The results show how these dimensions have a significant impact on visitor satisfaction and behavioural intentions, including the willingness to physically visit the cultural site after the virtual experience.

The event will be an opportunity to present the scientific and educational outputs of the project, highlighting both the theoretical advances achieved and the operational implications for cultural institutions and tourist destinations. The evidence that has emerged will provide useful guidance for developing and implementing VR experiences capable of enhancing cultural heritage in a sustainable and competitive way.

CNR-ISMed Operational Unit: Tommasina Pianese, Piera Buonincontri, Daniela De Gregorio, Domenico De Fano

The project on the CNR-ISMed website

Info and contacts
Tommasina Pianese (CNR-ISMed)
tommasina.pianese@ismed.cnr.it