The combination of VR technology, AR technology, and the existence of digital immersive environment has created a paradigm shift resulting in metaverse tourism. This study aims to look into the potential of metaverse tourism within the context of Uzbekistan – a country with a long cultural tradition that faces limitations in terms of its ability to promote traditional tourism. Within the scope of the study, a quantitative research methodology based on TAM, Experience Economy Theory, and Cultural Economy approach will be applied. The goal of the research is to investigate the effect of immersive experience and cultural authenticity on the behavioural intention of users to participate in the process of virtual heritage tourism. The survey results of 200 respondents were analyzed using descriptive statistics, Pearson correlation, multiple regression analysis and Cronbach alpha reliability test. The results affirm that both the independent variables have statistically significant positive influence on user intention (= 0.45, p < 0.01; = 0.38, p < 0.01, respectively). This research is part of an emerging yet developing literature on the topic of digital tourism in Central Asia, which provides practical guidelines to policy-makers, heritage managers, and technology creators in finding ways to reconcile the rich cultural heritage of the Uzbekistan region with the expectations of a digital-first world economy.
Publication Date: 2026-06-21