Cross-Cultural Factors in Tourists’ Continuance Intention toward XR for Built Heritage Conservation: A Case Study of Badaling Great Wall

As sustainable tourism gains global momentum, extended reality (XR) technologies have emerged as effective tools to enrich visitor experiences at overburdened World Heritage Sites while reducing physical wear and carbon emissions through non-consumptive engagement. However, previous studies on immersive technologies in cultural heritage tourism have been constrained by single-culture samples and the absence of theoretically grounded moderators. To address these limitations, this study extends the Expectation-Confirmation Model (ECM) by introducing two key moderators—cultural distance (Hofstede-based) and prior visitation experience (first-time vs. repeat visitors)—and tests the framework using a mixed domestic-international sample who experienced the XR application at the Badaling Great Wall World Heritage Site. Data were collected on-site immediately after the XR experience and analyzed using SEM. Results confirm the core ECM paths while revealing significant moderating effects: cultural distance attenuates the positive effects of confirmation on perceived usefulness and of perceived usefulness on continuance intention, with international tourists exhibiting greater sensitivity to expectation disconfirmation; prior visitation experience weakens the influences of confirmation and immersion on satisfaction, as repeat visitors evaluate XR authenticity more critically against real-site memories. These findings demonstrate that high-quality XR can complement rather than substitute physical visitation, particularly when culturally customized. Theoretically, the study establishes critical boundary conditions for ECM in immersive heritage technology; practically, it offers actionable guidelines for deploying XR as a sustainable conservation strategy at linear monuments like the Great Wall.