Immersive technologies for providing a high-quality learning experience in the study of ethnic culture

This study aimed to comparatively evaluate the quality of experience and satisfaction of tourists using virtual reality (VR) and less immersive technologies. Visitors to the Hainan Provincial Museum in Haikou City were introduced to interactive cultural exhibitions of ethnic heritage. They were then invited to participate in a VR experience of building a boat-shaped house, a traditional construction of the Li ethnic group. Those who agreed to participate formed the intervention group (n = 177), while the rest were the control group (n = 235). All participants were surveyed and measured for the quality of experience, satisfaction, and loyalty. The results of the survey showed that intervention group participants reported significantly higher levels of experiential satisfaction and loyalty intention. At the same time, differences in the quality of experience were not statistically significant overall.