Application of Virtual Reality (VR) and Augmented Reality (AR) in Enhancing Visitor Experience and Preserving Intangible Cultural Heritage at Vietnamese Tourism Destinations

DOI

10.2991/978-2-38476-539-3_16How to use a DOI?

Keywords

Virtual Reality (Vr); Augmented Reality (Ar); Visitor Experience; Intangible Cultural Heritage; Tourism Destinations; Stakeholder Cooperation

Abstract

This study analyzes the potential and challenges of applying Virtual Reality (VR) and Augmented Reality (AR) to enhance visitor experience and preserve intangible cultural heritage at cultural tourism destinations in Vietnam. Using a mixed quantitative and qualitative method, the study surveyed 539 semi-structured questionnaires with diverse subjects such as tourists, local communities, travel businesses, tour guides, destination businesses and tourism culture experts. Data were processed using Smart PLS SEM. The results show that VR/AR has great potential to create rich, interactive tourism experiences, while contributing to the creative interpretation and preservation of intangible cultural heritage values. However, the implementation faces many barriers: initial investment costs, technological level of users and providers, demand for high-quality content, and essential cooperation among stakeholders. The study emphasizes the importance of developing an overall strategy and close coordination among stakeholders - government, businesses, and communities - to optimize VR/AR applications. This is not only to enhance the tourist experience but also to ensure sustainability and respect for cultural values. Finally, the study proposes specific solutions and policy directions to effectively exploit VR/AR in developing cultural tourism and preserving heritage in Vietnam, opening up a new direction for the industry.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Nguyen Phuoc Hien
AU  - Vo Thi My
AU  - Ho Minh Sanh
PY  - 2026
DA  - 2026/02/17
TI  - Application of Virtual Reality (VR) and Augmented Reality (AR) in Enhancing Visitor Experience and Preserving Intangible Cultural Heritage at Vietnamese Tourism Destinations
BT  - Proceedings of the International Conference on Culture and Humanity in the Era of Rising and Integration (ICDHV 2025)
PB  - Atlantis Press
SP  - 206
EP  - 223
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-539-3_16
DO  - 10.2991/978-2-38476-539-3_16
ID  - Hien2026
ER  -