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Society & Economicsarticle2026-09-08

Virtual identity, real perception? Stimulating user behavior and promoting value co-creation in metaverse cultural heritage tourism

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Abstract

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View paper (DOI)Open access versionOpenAlexHumanities and Social Sciences CommunicationsPublished 2026-09-08

Authors: Shan Jiang, Junping Xu, Jiacheng Luo, Younghwan Pan

Institutions: Zhejiang University, Kookmin University, Tongling University

Consumer Behavior in Brand Consumption and IdentificationDigital Marketing and Social MediaService and Product Innovation