Media Characteristics Analysis of Regional Resource Promotion for Young Generations Using the Metaverse

ABSTRACT This study investigates the media characteristics and effectiveness of virtual reality (VR)‐based regional promotion using a metaverse environment. A virtual world utilizing VR technology was developed to promote tangible cultural properties in the Hatsukaichi area of Hiroshima Prefecture, Japan, as part of the Hatsukaichi Regional Issue‐Solving DX Demonstration Experiment. The metaverse world digitally reconstructed the main building of the Yasui Residence and incorporated elements from the Miyajima Craft Museum. To examine the communicative potential of VR as a video medium and as an immersive experience, two experiments were conducted: (1) a before‐and‐after evaluation of participants’ interest after watching a VR video, and (2) a comparative evaluation of change scores (post − pre interest ratings) between VR video viewing and HMD‐based exploration. The results showed that the VR video significantly increased young participants’ interest in regional revitalization, traditional crafts, and architectural heritage, and that HMD‐based experiences further strengthened this interest in a stepwise manner. These findings indicate that VR can effectively function both as a viewable and an experiential medium, complementing conventional video‐based promotion while enhancing engagement and immersion in regional resource communication.