Prioritizing ArtTech trends in Vietnam using a T-spherical fuzzy bounded-rationality decision framework

The integration of art and technology is reshaping cultural production and audience experience, but ArtTech development in Vietnam remains constrained by uneven infrastructure, institutional capacity, accessibility, and regulatory uncertainty. Eight ArtTech trends were prioritized across six evaluation factors through an expert-based multi-criteria decision-making framework. Linguistic assessments from 15 experts were represented using T-spherical fuzzy numbers and aggregated through a weighted Einstein interactive operator. Criterion weights were derived using the Method based on the Removal Effects of Criteria, and the alternatives were ranked using a prospect-theory-informed extension of the Evaluation based on Distance from Average Solution method. Market Readiness received the greatest relative weight, followed by Innovation Potential, Cultural Relevance, Accessibility, Ethical Considerations, and User Engagement. Virtual Cultural Spaces was ranked first, followed by AR/VR Exhibitions and Creative Coding for Interactive Installations. Sensitivity analysis showed that the first, second, and lower-ranked positions were stable, while only the third and fourth positions changed under one gain–loss balance scenario. Standard and prospect-theory-informed MEREC–EDAS produced identical rankings, although appraisal-score magnitudes differed. The behavioral extension therefore refined the representation and spacing of favorable and unfavorable deviations rather than restructuring the complete ordering. The findings represent structured expert perceptions of strategic viability under Vietnamese conditions and should not be interpreted as direct evidence of realized adoption, market performance, or audience demand.