Digital Technology for Cultural Experience: A Psychological Ownership Perspective on the Three-Path Model

Digital technology is profoundly transforming the experiential landscape of tourism. However, its application does not necessarily produce cultural experiences, creating a critical bottleneck that constrains the sustainable development of the cultural tourism industry and broader societal culture. To address this gap, this study introduces psychological ownership theory as an overarching explanatory framework. It constructs and validates an integrated model that examines how digital technology characteristics (interactivity and innovativeness) influence cultural experience through three parallel mediating pathways: cognitive evaluation (perceived usefulness and ease of use), scenario construction, and flow experience. Based on 540 visitor questionnaires, structural equation modeling validated the theoretical model. Findings reveal that the interactivity and innovation of digital technology jointly stimulate visitors’ psychological ownership through three parallel pathways. Specifically, technological innovativeness exhibited the strongest effect on perceived ease of use (β = 0.387, p < 0.001), while the indirect effect via the flow experience path was also significant (effect size = 0.036). This process stimulates visitors’ psychological ownership, ultimately leading to cultural experiences. The study systematically reveals the pathways through which digital technology empowers cultural experiences across three dimensions: as a rational tool, an emotional narrative medium, and an intrinsic psychological catalyst. It highlights that strategically allocating technological resources to cultivate visitors’ psychological ownership is crucial for driving high-quality industrial development. Furthermore, the research offers significant implications for cultural sustainability, suggesting that such internally motivated identification provides a more effective foundation for the living transmission of culture and socio-cultural sustainability than external regulations or imposed norms.