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The experience of heritage sites through digital technology is an increasingly important topic for researchers and practitioners. Drawing upon telepresence theory, this study explores how a visitor's destination image is formed and its impact on satisfaction in a virtual heritage site experience. The survey results show that telepresence, cognitive image, affective image, and satisfaction are positively correlated. Furthermore, the relationship between telepresence and satisfaction was mediated by the destination image in the virtual heritage site experience. This research extends telepresence theory by testing its impact on destination image in a virtual tourism experience as well as providing some meaningful practical insights for heritage site marketing managers on virtual heritage experiences. [ABSTRACT FROM AUTHOR]

The emergence of short video (e.g. TikTok) provides a new avenue for destination marketing. However, limited research exists on short ice-snow destination videos, which are significant for Nordic winter tourism marketing. Drawing on a model based on parasocial interaction theory, this study finds that ice-snow celebrity attachment positively predicts Chinese tourists' parasocial interaction, enjoyment, and hence intention to visit Nordic destinations in winter. Considering that Chinese tourists are an important consumer group for Nordic tourism, the study contributes not only to parasocial interaction theory in the context of short videos and the presentation of ice-snow tourism experiences but also to how to improve ice-snow tourism marketing via celebrity strategies. [ABSTRACT FROM AUTHOR]