Designing Authentic Virtual Heritage Experiences for Sustainable Cultural Heritage Communication: A Mixed-Methods Study

Perceived authenticity may strengthen the credibility of virtual cultural heritage communication and foster sustained cultural engagement, yet authenticity theory remains insufficiently translated into actionable design guidance. This study employed an exploratory sequential mixed-methods design comprising ten qualitative interviews, exploratory and confirmatory factor analyses with two independent samples (n = 200 each), framework construction, and a between-group prototype evaluation (n = 61). The analyses indicated a context-specific two-factor structure: constructive authenticity, integrating evidence-based judgment, contextual interpretation, and narrative plausibility; and existential authenticity, encompassing participation, emotional engagement, personal meaning, and cultural connection. Objective authenticity converged with constructive authenticity rather than emerging independently, suggesting that users interpreted historical evidence through digitally mediated representations. These findings were translated into six coordinated design dimensions: historical environment design, historical information transparency, narrative plausibility, stylistic atmosphere, experiential immersion, and interactive engagement. In a single-theme comparison, the framework-guided prototype was associated with higher loyalty, satisfaction, cultural identity, and behavioral intention than the conventionally designed prototype (Hedges’ g = 1.265–1.636). Overall, the study offers a context-specific theoretical account and an actionable, evidence-informed framework that may support continued engagement and cultural transmission; long-term sustainability outcomes and cross-context transferability require further investigation.