Title: Impact of virtual technology on the conservation and promotion of cultural heritage in Vietnam: The role of metaverse adoption
Authors: Quan Nguyen Van Minh Dam Nhat
Volume: 9
Issue: 6
Pages: 405-417
Publication Date: 2025/06/28
Abstract:
In the context of Vietnam facing many challenges of urbanization, climate change and technology gap, metaverse opens up new opportunities for young people to preserve and promote heritage values. The objective of the study is to assess the impact of virtual technology and the mediating role of metaverse adoption on the conservation and promotion of cultural heritage in Vietnam. This study uses quantitative research method through a survey with 357 participants, the data collected will be processed by PLS-SEM to test the research model. The results of the study indicate that virtual technology has a positive relationship with metaverse adoption, which in turn has a positive impact on conservation and promotion of cultural heritage behaviors. In other words, metaverse adoption plays a mediating role in this relationship. Accordingly, cultural organizations need to integrate the metaverse into exhibitions, education and tourism to attract young people and increase interaction. Promote multi-disciplinary cooperation to develop digital content that is appropriate to cultural identity. In addition, investment in infrastructure, digital skills and user-oriented design are also decisive factors for the sustainability of digital heritage.