The rapid development of virtual tourism is an opportunity for cultural heritage sites. This study combines the means-end chain theory with the Kano model to explore cultural heritage sites' virtual tourism attributes, benefits, and values. We obtained 29 attributes, 23 benefits, and 14 values of virtual tourism, then discussed the hierarchical relationship among the attributes, benefits, and values. Also, the 29 attributes were classified according to their impact on user satisfaction. The results show that virtual tourism attributes can be divided into four aspects. In addition to the technical attributes, people often attach more importance to the content attributes as their basic requirements. Convenience is the core value of virtual tourism, followed by learning, entertainment, immersion, uniqueness, the sense of novelty,comfort and the sense of participation. It expands and deepens the theoretical framework of virtual tourism and provides theoretical guidance for developing and marketing virtual tourism products/services in cultural heritage sites.

中文翻译：

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文化遗产中的虚拟旅游属性：好处和价值


虚拟旅游的快速发展对于文化遗产地来说是一个机遇。本研究将手段-末端链理论与卡诺模型相结合，探讨文化遗产地的虚拟旅游属性、效益和价值。我们得到了虚拟旅游的29个属性、23个效益和14个价值，并讨论了属性、效益和价值之间的层次关系。此外，这 29 个属性还根据其对用户满意度的影响进行了分类。结果表明，虚拟旅游属性可分为四个方面。除了技术属性之外，人们往往更重视内容属性作为基本要求。便捷性是虚拟旅游的核心价值，其次是学习性、娱乐性、沉浸性、独特性、新奇感、舒适感和参与感。它扩展和深化了虚拟旅游的理论框架，为文化遗产地虚拟旅游产品/服务的开发和营销提供理论指导。