Enhancing Young Generation’s Heritage Identity Through Emotional Responses to Virtual Cultural Heritage Experience: A Design Case with Azheke Community and Visitors at Hani Rice Terraces in China

While virtual reality (VR) enables emotional engagement in cultural heritage (CH) context, its real-time effects on emotional responses throughout the experience and their potential influence on heritage identity remain unexplored. In this study, we present a case of Azheke Village at Hani Rice Terraces in China, co-designing a CH experience in VR with multi-stakeholders, and evaluate how it evokes emotional responses during the whole experience and enhances heritage identity among young local residents and visitors. Our findings reveal that the VR experience effectively evoked emotional responses and enhanced heritage identity across all groups, with changes of emotional arousal showing the strongest relationship with social-value-based heritage identity enhancement among the local residents. This research contributes to human-computer interaction (HCI) and heritage research field by offering empirical findings, which also provides rich design reflections and implications for future research practices to develop interactive experiences to engage young generations in CH inheritance.