With the rapid advancement of Virtual Reality (VR) technology, its integration into cultural heritage museums has transformed visitor experiences by enhancing immersion, interactivity, and visual fidelity. This study investigates the impact of VR on emotional resonance, emotional engagement, and behavioral intention, using the Shaanxi Shadow Puppet Culture Museum as a case study. Through a quantitative research approach, data were collected via survey responses from 200 participants and analyzed using descriptive statistics, reliability and validity testing, correlation analysis, and regression modeling. The findings indicate that the three key VR characteristics—immersion, interactivity, and visual fidelity—significantly enhance visitors' emotional resonance, confirming the emotional depth VR can create within cultural heritage contexts. Additionally, emotional resonance was found to mediate the relationship between VR characteristics and emotional engagement, highlighting its role in deepening cultural connection and visitor participation. Moreover, all three VR attributes positively influenced behavioral intention, with visual fidelity exerting the strongest impact, suggesting that high-quality VR representations encourage future visits and recommendations. This study contributes to theoretical discourse by extending research on VR-driven emotional experiences in cultural heritage settings, differentiating itself from prior studies that focused mainly on learning outcomes. Practically, the findings offer valuable insights for museum curators and technology developers, emphasizing the need to enhance VR environments’ visual and interactive elements to maximize visitor engagement. However, the study is limited by its focus on a single museum and reliance on self-reported data. Future research should explore cross-cultural comparisons and employ qualitative methods to further understand the nuanced emotional and cognitive effects of VR in heritage museums.
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