Strategic Adoption of Immersive Technologies in Cultural Heritage and Tourism

Immersive technologies are at a crossroads, with many actors pondering their adoption. The cultural and tourism industries are particularly impacted, facing significant pressure to make decisions that could shape their future landscapes. Stakeholders’ perceptions play a crucial role in this process, influencing the speed and extent of technology adoption. As immersive technologies promise to revolutionize experiences, stakeholders in these sectors need to evaluate the benefits and challenges of embracing such innovations. The current choices will likely determine the trajectory of cultural preservation and tourism enhancement, potentially transforming how we engage with history, art, and travel. Starting from a decomposition of stakeholders’ perceptions into principal components using Q-methodology, this article employs an evolutionary game model to forecast the possible scenarios and highlight potential decision-making trajectories. The proposed approach highlights how evolutionary dynamics identify a dominant strategy that emerges in the long-term