AbstractPrevious research found that media richness is associated with positive evaluation of a web site. An experiment was carried out where participants were instructed to explore a web site presenting a popular town: Venice. According to a random distribution, participants were exposed (or not) to street‐sounds when exploring the web site and had the possibility to control (or not) the photography (using a 360° navigation with their mouse) displayed on the web site. Results shown that higher evaluation were associated with sounds and mouse‐control. Theory of media richness was used to explain our results and the managerial application for tourism was discussed. Copyright © 2010 John Wiley & Sons, Ltd.