Does Virtual Reality Foster On-Site Visit Intentions? A Stimulus–Organism–Response Analysis of Cultural Heritage Tourism in Macao

Virtual reality (VR) is transforming heritage tourism, yet understanding how specific technological attributes drive on-site visitation remains critical for destination marketers and policymakers. Grounded in the Stimulus–Organism–Response (SOR) model, this study investigates how VR vividness and interactivity (stimuli) influence perceived usefulness, immersion, ease of use, enjoyment, and certainty (organisms), ultimately shaping users’ on-site visitation intentions and behavioral involvement (responses) regarding Macao’s cultural heritage sites. Analyzing data from 230 users recruited via snowball sampling, the results indicate that the Ruins of St. Paul’s VR experience was the most popular (n = 113), followed by the Macao Museum (n = 95) and the Guia Fortress (n = 75). Structural equation modeling demonstrates that VR vividness and interactivity significantly influence user perceptions, which in turn impact on-site visitation intentions and behavioral involvement, with the sole exception of perceived enjoyment. These findings suggest that the “sense of presence” generated by VR significantly shapes on-site visitation intentions through internal cognitive (perceived usefulness, certainty) and combined cognitive–emotional (perceived immersion) organismic states. Conversely, perceived enjoyment has an insignificant effect on responses, while perceived ease of use, surprisingly, exerts a significant negative impact. The research offers actionable insights for developing immersive digital tools that bridge virtual engagement with tangible cultural heritage tourism in Macao.