Exploring the social heritage metaverse for virtual heritage communication from multi end-user centered experiences

Abstract

With the growth and popularization of social virtual reality (VR) in the heritage sector, particularly in multi-user environments like the metaverse, this study explores its potential as a platform for virtual heritage communication to support cultural learning. This research examines the advantages of multi-user social VR for heritage interpretation and meaning-making by conducting a user study with 102 participants (34 groups) within the Misreuksaji metaverse on Zepeto, a heritage-focused social VR created by Iksan, Republic of Korea. Sixty hypotheses were tested to assess how eight social dimensions and four system-usability factors influence virtual heritage communication that is consisted of the five end-goals of cultural learning, particularly around perceived authenticity, appreciation, and collective knowledge construction in heritage settings. Results reveal key communicative social factors—such as reciprocity (two-way interactive communication), co-presence (affective connectedness), and mutual support and collaboration—that positively impact cultural learning outcomes in virtual heritage communication. Conversely, factors such as cohesive and mutual attention, sense of community, and communicative difficulty can negatively affect the enrichment of cultural learning. The study provides strategic recommendations for designing social VR to enhance virtual heritage communication, supporting meaning-making, reinterpretation, and retention of knowledge in cultural heritage contexts from a multiuser perspective.