Cultural heritage experiences in the metaverse: analyzing perceived value and behavioral intentions

Purpose This study aims to investigate the impact of digital technologies on enhancing visitor engagement and behavioral intentions in cultural heritage settings within the metaverse. Design/methodology/approach The work proposes an extended version of the theory of planned behavior (TPB) to investigate the factors influencing individuals’ intention to engage in metaverse experiences in cultural heritage sites. To this aim, the research employs a quantitative approach, utilizing a questionnaire to collect data from participants. We selected 280 valid responses from cultural tourists. Then, the structural equation model (SEM) was developed to analyze the relationships between TPB and novel constructs, namely utilitarian value, hedonic value and social value and the endogenous latent variable of intention. Findings The results emphasize that individuals’ intention to participate in metaverse experiences within cultural heritage sites relies on a multifaceted process. All the relationships are supported, except the influence of perceived behavioral control on intention to engage in metaverse cultural experiences. Originality/value The originality of the research lies in its exploration of the influence of perceived hedonic, social and utilitarian values on visitors’ behavioral intentions within the context of metaverse museums.