IDEAS home Printed from https://ideas.repec.org/a/pal/palcom/v12y2025i1d10.1057_s41599-025-05132-z.html
   My bibliography  Save this article

Cultural odyssey in the metaverse: investigating the impact of virtual technologies on tourist reuse behavior and social sustainability

Author

Listed:
  • Chunyu Jiang

    (Universiti Malaya)

  • Seuk Wai Phoong

    (Universiti Malaya)

  • Sedigheh Moghavvemi

    (Universiti Malaya)

Abstract

This study investigates the impact of advanced digital technologies, particularly virtual reality (VR), on the sustainability of cultural heritage tourism, focusing on user reuse behavior. Amid the challenges posed by the COVID-19 pandemic, traditional tourism has gravitated toward immersive technologies to enhance economic, social, and environmental sustainability. Utilizing the Stimulus-Organism-Response (S-O-R) model, this research examines how existential authenticity and immersion influence cultural attachment, satisfaction, and subsequently, intent to reuse and social sustainability. The methodology employs the Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze user data. The results indicated that while existential authenticity significantly affects cultural attachment and satisfaction, immersion does not directly impact satisfaction, contradicting previous research. Cultural attachment emerges as a pivotal variable, influencing satisfaction, intention to reuse, and social sustainability, underscoring its critical role in enhancing user experiences in virtual exhibitions. The study recommends that VR experiences be designed to evoke existential authenticity to improve cultural attachment and user satisfaction, which are essential for advancing social sustainability. This research contributes empirical evidence to the role of immersive technologies in fostering social sustainability within cultural heritage tourism and offers practical insights for stakeholders in the sector.

Suggested Citation

  • Chunyu Jiang & Seuk Wai Phoong & Sedigheh Moghavvemi, 2025. "Cultural odyssey in the metaverse: investigating the impact of virtual technologies on tourist reuse behavior and social sustainability," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-15, December.
    • Handle: RePEc:pal:palcom:v:12:y:2025:i:1:d:10.1057_s41599-025-05132-z
    DOI: 10.1057/s41599-025-05132-z
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41599-025-05132-z
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1057/s41599-025-05132-z?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Yan Peng & Dan Ke, 2015. "Consumer trust in 3D virtual worlds and its impact on real world purchase intention," Nankai Business Review International, Emerald Group Publishing Limited, vol. 6(4), pages 381-400, November.
    2. Hudson, Sarah & Matson-Barkat, Sheila & Pallamin, Nico & Jegou, Guillaume, 2019. "With or without you? Interaction and immersion in a virtual reality experience," Journal of Business Research, Elsevier, vol. 100(C), pages 459-468.
    3. Chenyujing Yang & Shaocong Yan & Jingyu Wang & Yongji Xue, 2022. "Flow Experiences and Virtual Tourism: The Role of Technological Acceptance and Technological Readiness," Sustainability, MDPI, vol. 14(9), pages 1-17, April.
    4. Junyu Lu & Xiao Xiao & Zixuan Xu & Chenqi Wang & Meixuan Zhang & Yang Zhou, 2022. "The potential of virtual tourism in the recovery of tourism industry during the COVID-19 pandemic," Current Issues in Tourism, Taylor & Francis Journals, vol. 25(3), pages 441-457, February.
    5. Izabela Luiza Pop & Anca Borza & Anuța Buiga & Diana Ighian & Rita Toader, 2019. "Achieving Cultural Sustainability in Museums: A Step Toward Sustainable Development," Sustainability, MDPI, vol. 11(4), pages 1-22, February.
    6. Pleyers, Gordy & Poncin, Ingrid, 2020. "Non-immersive virtual reality technologies in real estate: How customer experience drives attitudes toward properties and the service provider," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    7. Andrei O. J. Kwok & Sharon G. M. Koh, 2021. "COVID-19 and Extended Reality (XR)," Current Issues in Tourism, Taylor & Francis Journals, vol. 24(14), pages 1935-1940, July.
    8. Vikas Arya & Hemraj Verma & Deepa Sethi & Rajat Agarwal, 2019. "Brand Authenticity and Brand Attachment: How Online Communities Built on Social Networking Vehicles Moderate the Consumers’ Brand Attachment," IIM Kozhikode Society & Management Review, , vol. 8(2), pages 87-103, July.
    9. Schiopu, Andreea Fortuna & Hornoiu, Remus Ion & Padurean, Ana Mihaela & Nica, Ana-Maria, 2022. "Constrained and virtually traveling? Exploring the effect of travel constraints on intention to use virtual reality in tourism," Technology in Society, Elsevier, vol. 71(C).
    10. Talwar, Shalini & Kaur, Puneet & Escobar, Octavio & Lan, Sai, 2022. "Virtual reality tourism to satisfy wanderlust without wandering: An unconventional innovation to promote sustainability," Journal of Business Research, Elsevier, vol. 152(C), pages 128-143.
    11. Routh, David A. & Burgoyne, Carole B., 1998. "Being in two minds about a single currency: A UK perspective on the euro," Journal of Economic Psychology, Elsevier, vol. 19(6), pages 741-754, December.
    12. Jihye Park & Haesang Kang & Chang Huh & Myong Jae (MJ) Lee, 2022. "Do Immersive Displays Influence Exhibition Attendees’ Satisfaction?: A Stimulus-Organism-Response Approach," Sustainability, MDPI, vol. 14(10), pages 1-20, May.
    13. Giulia Wally Scurati & Marco Bertoni & Serena Graziosi & Francesco Ferrise, 2021. "Exploring the Use of Virtual Reality to Support Environmentally Sustainable Behavior: A Framework to Design Experiences," Sustainability, MDPI, vol. 13(2), pages 1-20, January.
    14. Chunyu Jiang & Seuk Wai Phoong, 2023. "A ten-year review analysis of the impact of digitization on tourism development (2012–2022)," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 10(1), pages 1-16, December.
    15. Sarah Hudson & Sheila Matson-Barkat & Nico Pallamin & Guillaume Jégou, 2019. "With or without you? Interaction and immersion in a virtual reality experience," Post-Print hal-02159315, HAL.
    16. Thuy D. T. Hoang & Graham Brown & Aise Kyoung Jin Kim, 2020. "Measuring resident place attachment in a World Cultural Heritage tourism context: the case of Hoi An (Vietnam)," Current Issues in Tourism, Taylor & Francis Journals, vol. 23(16), pages 2059-2075, August.
    17. Zhenfeng Cheng & Xin Chen, 2022. "The Effect of Tourism Experience on Tourists’ Environmentally Responsible Behavior at Cultural Heritage Sites: The Mediating Role of Cultural Attachment," Sustainability, MDPI, vol. 14(1), pages 1-18, January.
    18. Mohamed Daassi & Sana Debbabi, 2021. "Intention to reuse AR-based apps: The combined role of the sense of immersion, product presence and perceived realism," Post-Print hal-03372420, HAL.
    19. Ryan Yung & Catheryn Khoo-Lattimore & Leigh Ellen Potter, 2021. "Virtual reality and tourism marketing: conceptualizing a framework on presence, emotion, and intention," Current Issues in Tourism, Taylor & Francis Journals, vol. 24(11), pages 1505-1525, June.
    20. Di Tian & Qiongyao Wang & Rob Law & Mu Zhang, 2020. "Influence of Cultural Identity on Tourists’ Authenticity Perception, Tourist Satisfaction, and Traveler Loyalty," Sustainability, MDPI, vol. 12(16), pages 1-18, August.
    21. Insun Sunny Lee & Timothy Jeonglyeol Lee & Charles Arcodia, 2014. "The effect of community attachment on cultural festival visitors' satisfaction and future intentions," Current Issues in Tourism, Taylor & Francis Journals, vol. 17(9), pages 800-812, October.
    22. Jongsik Yu & Seongseop (Sam) Kim & Tadesse Bekele Hailu & Junghyun Park & Heesup Han, 2024. "The effects of virtual reality (VR) and augmented reality (AR) on senior tourists’ experiential quality, perceived advantages, perceived enjoyment, and reuse intention," Current Issues in Tourism, Taylor & Francis Journals, vol. 27(3), pages 464-478, February.
    23. Marco Ardolino & Mario Rapaccini & Nicola Saccani & Paolo Gaiardelli & Giovanni Crespi & Carlo Ruggeri, 2018. "The role of digital technologies for the service transformation of industrial companies," International Journal of Production Research, Taylor & Francis Journals, vol. 56(6), pages 2116-2132, March.
    24. Piera Buonincontri & Alessandra Marasco & Haywantee Ramkissoon, 2017. "Visitors’ Experience, Place Attachment and Sustainable Behaviour at Cultural Heritage Sites: A Conceptual Framework," Sustainability, MDPI, vol. 9(7), pages 1-19, June.
    25. Antonio Marín-García & Irene Gil-Saura & María-Eugenia Ruiz-Molina, 2022. "Do innovation and sustainability influence customer satisfaction in retail? A question of gender," Economic Research-Ekonomska Istraživanja, Taylor & Francis Journals, vol. 35(1), pages 546-563, December.
    26. Fatih Uslu & Ozgur Yayla & Yigit Guven & Gozde Seval Ergun & Erdi Demir & Suzan Erol & Merve Nur Oklu Yıldırım & Huseyin Keles & Ebru Gozen, 2023. "The Perception of Cultural Authenticity, Destination Attachment, and Support for Cultural Heritage Tourism Development by Local People: The Moderator Role of Cultural Sustainability," Sustainability, MDPI, vol. 15(22), pages 1-19, November.
    27. Eko Harry Pratisto & Nik Thompson & Vidyasagar Potdar, 2022. "Immersive technologies for tourism: a systematic review," Information Technology & Tourism, Springer, vol. 24(2), pages 181-219, June.
    28. Yan Peng & Dan Ke, 2015. "Consumer trust in 3D virtual worlds and its impact on real world purchase intention," Nankai Business Review International, Emerald Group Publishing Limited, vol. 6(4), pages 381-400, November.
    29. Tonghao Zhang & Ping Yin & Yuanxiang Peng, 2021. "Effect of Commercialization on Tourists’ Perceived Authenticity and Satisfaction in the Cultural Heritage Tourism Context: Case Study of Langzhong Ancient City," Sustainability, MDPI, vol. 13(12), pages 1-16, June.
    30. Bo Wendy Gao & Chris Zhu & Hongmei Song & Ianthe M. Belisle Dempsey, 2022. "Interpreting the perceptions of authenticity in virtual reality tourism through postmodernist approach," Information Technology & Tourism, Springer, vol. 24(1), pages 31-55, March.
    31. Nadeem Akhtar & Nohman Khan & Muhammad Mahroof Khan & Shagufta Ashraf & Muhammad Saim Hashmi & Muhammad Muddassar Khan & Sanil S. Hishan, 2021. "Post-COVID 19 Tourism: Will Digital Tourism Replace Mass Tourism?," Sustainability, MDPI, vol. 13(10), pages 1-18, May.
    32. Ann H. Hansen & Lena Mossberg, 2013. "Consumer immersion: a key to extraordinary experiences," Chapters, in: Jon Sundbo & Flemming Sørensen (ed.), Handbook on the Experience Economy, chapter 11, pages 209-227, Edward Elgar Publishing.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Marek Miłosz & Kamil Żyła & Stanisław Piotr Skulimowski & Anna Liliana Dakowicz & Tomasz Szymczyk & Marcin Badurowicz, 2025. "Virtual Reality in Supporting the Creation of Sustainable Tourism: A Case Study of Gen Z Technology Acceptance," Sustainability, MDPI, vol. 17(16), pages 1-26, August.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Francesca De Canio & Elisa Martinelli & Margherita Peruzzini & Sara Cavallaro, 2022. "Experiencing a Food Production Site Using Wearable Devices: The Indirect Impact of Immersion and Presence in VR Tours," Sustainability, MDPI, vol. 14(5), pages 1-17, March.
    2. Chunyu Jiang & Sedigheh Moghavvemi & Seuk Wai Phoong, 2025. "Virtual reality’s promise for eco-friendly adventures: a study on its role in fostering sustainable tourism and reducing environmental footprint," Information Technology & Tourism, Springer, vol. 27(3), pages 547-577, September.
    3. Xueyan(Even) Xu & Jiahui Huang & Dan Huang & Xinyu Shang, 2023. "Will a technology-featured authentic shopping environment motivate participants’ purchasing behavior in tourism live-streamed shopping?," Information Technology & Tourism, Springer, vol. 25(4), pages 635-663, December.
    4. Qinzheng Fang & Wonkee Ko, 2025. "Beyond Satisfaction: Authenticity, Attachment, and Engagement in Shaping Revisit Intention of Palace Museum Visitors," Sustainability, MDPI, vol. 17(19), pages 1-16, September.
    5. Söderström, Charlotte & Mikalef, Patrick & Dypvik Landmark, Andreas & Gupta, Shivam, 2024. "Augmented reality (AR) marketing and consumer responses: A study of cue-utilization and habituation," Journal of Business Research, Elsevier, vol. 182(C).
    6. Pathak, Kanishka & Prakash, Gyan, 2023. "Exploring the role of augmented reality in purchase intention: Through flow and immersive experience," Technological Forecasting and Social Change, Elsevier, vol. 196(C).
    7. Roh, Taewoo & Xiao, Shufeng & Park, Byung Il, 2024. "What makes metaverse users immersed in the flow state in an emerging market? An application of affordance theory and ISSM," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    8. de Regt, Anouk & Plangger, Kirk & Barnes, Stuart J., 2021. "Virtual reality marketing and customer advocacy: Transforming experiences from story-telling to story-doing," Journal of Business Research, Elsevier, vol. 136(C), pages 513-522.
    9. Cowan, Kirsten & Ketron, Seth & Kostyk, Alena & Kristofferson, Kirk, 2023. "Can you smell the (virtual) roses? The influence of olfactory cues in virtual reality on immersion and positive brand responses," Journal of Retailing, Elsevier, vol. 99(3), pages 385-399.
    10. Christine Petr & Paul Caudan, 2024. "Ethical marketing framework for metaverse simulated experiences of tourism (SET): An exploration of consumers’ aspirations and fears," Post-Print hal-04554364, HAL.
    11. Mkedder, Nadjim & Jain, Varsha & Salunke, Parth, 2024. "Determinants of virtual reality stores influencing purchase intention: An interpretive structural modeling approach," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    12. Pillai, Rajasshrie & Sivathanu, Brijesh & Rana, Nripendra P., 2025. "Unveiling virtual interactive marketplaces: Shopping motivations in the Metaverse through the lens of uses and gratifications theory," Journal of Business Research, Elsevier, vol. 190(C).
    13. Guang Liu & Boshi Tian, 2024. "Investigating the impact of autonomy on presence: a comparative analysis on sense of presence and telepresence," Information Technology & Tourism, Springer, vol. 26(2), pages 347-367, June.
    14. Stecuła, Kinga, 2024. "Analysis of asymmetric VR games – Steam platform case study," Technology in Society, Elsevier, vol. 78(C).
    15. Petr, Christine & Caudan, Paul, 2024. "Ethical marketing framework for metaverse simulated experiences of tourism (SET): An exploration of consumers’ aspirations and fears," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    16. Qin, Hong & Osatuyi, Babajide & Xu, Lu, 2021. "How mobile augmented reality applications affect continuous use and purchase intentions: A cognition-affect-conation perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    17. Vinoi, Nivin & Shankar, Amit & Agarwal, Reeti & Alghafes, Rsha, 2025. "Revolutionizing retail: The transformative power of service robots on shopping dynamics," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    18. Wenxi (Bella) Bai & Ivan Ka Wai Lai & Jose Weng Chou Wong, 2023. "Memorable Tourism Experience Research: A Systematic Citation Review (2009–2021)," SAGE Open, , vol. 13(4), pages 21582440231, December.
    19. Wedel, Michel & Bigné, Enrique & Zhang, Jie, 2020. "Virtual and augmented reality: Advancing research in consumer marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 443-465.
    20. Qin, Hong & Peak, Daniel Alan & Prybutok, Victor, 2021. "A virtual market in your pocket: How does mobile augmented reality (MAR) influence consumer decision making?," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:palcom:v:12:y:2025:i:1:d:10.1057_s41599-025-05132-z. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: https://www.nature.com/palcomms/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.