Asian Journal of Education and Social Studies

This study explores how immersive cultural experiences shape emotional resonance, cultural identity, and behavioral intention among China’s Generation Z, with a particular focus on gender differences. Grounded in the Experience Economy and Social Identity Theory, a conceptual model was developed linking immersive experience, emotional resonance, cultural identity, and behavioral intention. Data were collected from 472 valid survey responses and analyzed using structural equation modeling (SEM) and multi-group analysis (MGA). Results indicate that immersive experiences significantly enhance emotional resonance, which in turn fosters cultural identity and drives both cultural engagement and digital participation. Mediation tests further confirm that emotional resonance and cultural identity act as key bridges within the experience–emotion–identity–behavior chain. Gender differences also emerged: females were more likely to translate immersive experiences into emotional responses, while males relied more on cultural identity to sustain behavioral intention. These findings extend theoretical frameworks by integrating emotion, identity, and gendered mechanisms, while offering practical implications for immersive design, digital engagement, and cultural sustainability in tourism and creative industries.