The influence of a metaverse presented heritage area on tourist sharing intention based on cognitive appraisal theory

The metaverse is increasingly being promoted as a tool for heritage management and marketing. Based on the theory of cognitive appraisal theory, this study examines how visual effect, authenticity, immersion affect destination image, and then tourists’ sharing intention in metaverse-presented heritage tourism. To achieve this research purpose, this study uses Partial Least Squares structural equation modeling to analyze 227 valid questionnaire data drawn from a survey of participants who experienced Zhangjiajie Heritage Tourism in China in a metaverse environment. This study found that all research hypotheses were valid except for immersion, which had no influence on affective image. For example, authenticity, visual effect and immersion can all significantly enhance cognitive image, while cognitive image and affective image significantly enhance tourists’ sharing intention. This study expands the application of cognitive appraisal theory in metaverse presented heritage tourism and assisted metaverse presented heritage marketing and management.