EXPLORING THE ROLE OF METAVERSE ADOPTION IN PRESERVING AND PROMOTING VIETNAM’S CULTURAL HERITAGE THROUGH VIRTUAL TECHNOLOGY

Abstract

Vietnam’s ongoing challenges of rapid urbanisation, climate change, and technological disparities have created an urgent need for innovative approaches to preserving and promoting its cultural heritage. Emerging virtual technologies, particularly the metaverse, offer new avenues for engaging younger generations in heritage conservation and cultural promotion. This study investigates the impact of virtual technology and the mediating role of metaverse adoption on the conservation and promotion of cultural heritage in Vietnam. Employing a quantitative research design, data were collected from 357 respondents and analysed using partial least squares structural equation modelling (PLS-SEM) to test the proposed research model. The findings reveal that virtual technology positively influences metaverse adoption, which in turn significantly enhances behaviours related to cultural heritage conservation and promotion. In essence, metaverse adoption serves as a key mediating mechanism between virtual technology and heritage engagement outcomes. The study recommends that cultural organisations integrate metaverse platforms into exhibitions, educational initiatives, and tourism experiences to attract younger audiences and foster interactive participation. Furthermore, interdisciplinary collaboration is encouraged to create culturally authentic digital content, while investments in infrastructure, digital skills development, and user-centric design are highlighted as critical factors for ensuring the sustainability of digital heritage initiatives.