ABSTRACT Immersive cultural exhibitions have recently reshaped the museum sector, yet the role of authenticity in these contexts remains underexplored. Our research proposes to study the simultaneous effects of authenticity, immersion and affective reactions on the satisfaction of visitors of immersive cultural exhibitions. After two qualitative studies, we conducted two quantitative studies using a PLS structural equation model. Our results confirm the hypothesized relationships in our model, showing the impact of authenticity on satisfaction, the influence of immersion on authenticity and positive affective reactions, and the mediating roles of authenticity and affective responses. This study contributes theoretically by reconceptualizing perceived authenticity in immersive cultural contexts as consumer perception of an experience lived with a completely and innovatively modified original presented in a cultural show using a variety of sensory inputs. Extending authenticity beyond historical or material accuracy, we demonstrate its relevance in immersive environments and highlight the essential role of emotions.
Derbaix et al. (Sun,) studied this question.
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