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<p>As handicraft intangible cultural Heritage (ICH) tourism faces increasing technological and environmental challenges, understanding how metaverse technology (MT) influences tourism destination sustainability becomes critical. This study explores how MT promotes the sustainable development (SD) of ICH tourism destinations. Integrating the UTAUT framework with experience economy theory, the study proposes a higher-order construct of metaverse holistic technology acceptance (TA) in the ICH context. Using survey data from 532 tourists in Chongqing Rongchang Antao Town, we employ structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) to test the hypotheses. The SEM results show that TA has a significant positive impact on tourists’ behavioral intentions (BI) and SD, with BI partially mediating the TA-SD relationship. fsQCA further reveals that effort expectancy (EE), facilitating conditions (FC), and performance expectancy (PE) emerge as the most consistent core conditions across high-outcome configurations, while social influence (SI) and attitudes (AT) also play important roles in specific pathways. Multiple equifinal paths lead to high SD, and BI plays a central role in some configurations but a secondary role in others, further confirming its partial mediating function. These findings demonstrate that MT enables ICH tourism SD through a dual-layered mechanism involving both holistic driving forces and configurational pathways. This study extends technology acceptance theory into immersive cultural consumption contexts and provides empirical evidence for designing differentiated experiences and precise management strategies in ICH destinations.</p>

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Investigating tourist metaverse technology acceptance and behavioral intention for the impact on sustainable development in Antao Handicraft ICH Town

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2026年6月3日

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  • Li Wang,
  • Shan Shan Liu,
  • YuanHao Qin

摘要

As handicraft intangible cultural Heritage (ICH) tourism faces increasing technological and environmental challenges, understanding how metaverse technology (MT) influences tourism destination sustainability becomes critical. This study explores how MT promotes the sustainable development (SD) of ICH tourism destinations. Integrating the UTAUT framework with experience economy theory, the study proposes a higher-order construct of metaverse holistic technology acceptance (TA) in the ICH context. Using survey data from 532 tourists in Chongqing Rongchang Antao Town, we employ structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) to test the hypotheses. The SEM results show that TA has a significant positive impact on tourists’ behavioral intentions (BI) and SD, with BI partially mediating the TA-SD relationship. fsQCA further reveals that effort expectancy (EE), facilitating conditions (FC), and performance expectancy (PE) emerge as the most consistent core conditions across high-outcome configurations, while social influence (SI) and attitudes (AT) also play important roles in specific pathways. Multiple equifinal paths lead to high SD, and BI plays a central role in some configurations but a secondary role in others, further confirming its partial mediating function. These findings demonstrate that MT enables ICH tourism SD through a dual-layered mechanism involving both holistic driving forces and configurational pathways. This study extends technology acceptance theory into immersive cultural consumption contexts and provides empirical evidence for designing differentiated experiences and precise management strategies in ICH destinations.