International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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An Integrated Model for Investigating the Impacts of Telepresence on Cultural Heritage Attachment in Virtual Museum

  • Hong, Kyung-Wan (Major in Tourism Management, College of Business Administration, Keimyung University) ;
  • Kim, Hyeon-Cheol (School of Business Administration, College of Business and Economics, Chung-Ang University)
  • Received : 2022.05.31
  • Accepted : 2022.06.13
  • Published : 2022.06.30
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Abstract

The purpose of our study is to examine the influence of telepresence on cultural heritage attachment in the context of virtual museum. We determined the effect of telepresence on visitors' aesthetic and educational experiences and how these experiences affect visitors' perceptions of virtual museum service value. Moreover, we investigate the effect of perceived virtual museum service value on museum attachment and cultural heritage attachment. A total of 143 visitors were sampled through an online survey focusing on Chinese virtual museum visitors. The results show that all the paths presented significant effects. Additionally, it was found that telepresence indirectly influences cultural heritage attachment through education experience and perceived virtual museum value. The theoretical and practical implications are also provided. An important implication is that online virtual museum is essential to raise visitors' education experience and their cultural heritage attachment. Thus, virtual museum should take initiative to enhance virtual reality to ensure traditional culture education and formation their cultural heritage attachment.

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