Virtual Reality and Cultural Heritage: Insights for place branding

Virtual reality is playing an increasingly important role in the promotion of cultural heritage, proving to be a decisive tool for building the image of a territory and for place branding. The COVID-19 pandemic has accelerated the shift towards digital and interactive cultural experiences, in which the immersive dimension allows for a new interpretation of the relationship between visitors and the space they experience. VR contributes to the construction of identity narratives that influence the perception of authenticity and the symbolic representation of places. Starting from this theoretical framework, this work adopts a qualitative-exploratory approach to examine the function of virtual reality in place branding processes, focusing on the Pompeii Discovery case, a project that applies VR to the enjoyment of the archaeological site of Pompeii. The materials analysed include official digital and promotional content (website, videos) and reviews published. Preliminary results show that VR enhances users' experiential involvement and promotes a positive perception of the site's authenticity, while raising questions about the digital mediation of the experience, the risk of cultural sites becoming mere showcases, and whether users are motivated to use this technology. Finally, the study proposes the PAVO theoretical model, which describes virtual reality as a mediator between territorial identity and immersive environment, outlining the mechanisms through which VR can enhance the symbolic value of places and support sustainable cultural place branding strategies. The article thus aims to contribute to the debate on the potential and limitations of immersive technologies in the contemporary representation of cultural heritage.