How Digital Events Promote Intangible Cultural Heritage? A User Experience Perspective

ABSTRACT This poster proposes a conceptual model to understand how digital events promote intangible cultural heritage (ICH) from a user experience perspective. The model is tested using survey data from 149 valid respondents. Our results indicate that two important attributes of digital events (event design and historical re‐enactment) significantly contribute to users' positive perception of ICH promotions. This positive perception further leads to increased attraction, user satisfaction, and engagement with ICH promotions. The value perception of ICH promotions includes three components: perceived utilitarian value, perceived hedonic value, and perceived symbolic value. We also discuss the theoretical and practical implications of our findings.