Exploration of the application of virtual digital human technology in rural cultural and tourism—Digital transformation pathways from the perspective of scene theory

Minggang Huang; Ziyuan Ren; Fan Yang; Yingxuan Tang

doi:10.54254/2753-7102/2025.22030

Article Information

Received: 13 March 2025

Published: 9 April 2025

DOI: https://doi.org/10.54254/2753-7102/2025.22030

Article Type: Research Article

Cite this article

Huang,M.;Ren,Z.;Yang,F.;Tang,Y. (2025). Exploration of the application of virtual digital human technology in rural cultural and tourism—Digital transformation pathways from the perspective of scene theory. Advances in Social Behavior Research,16(2),74-83.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

Disclaimer/Publisher's Note

The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.

About this Journal

Journal: Advances in Social Behavior Research

Volume: Vol.16, Issue 2

ISSN: 2753-7102 (Print) / 2753-7110 (Online)

Copyright & License

[1]Cai, K., Yang, H., & Ma, Z. (2018). Rural tourism: A way to realize the strategy of rural revitalization. Rural Economy, 2018(9), 22–27.

[2]Li, X. (2019). Research progress and trend of integration of Chinese cultural industry and tourism industry: Based on Citespace analysis. Economic Geography, 39(12), 212–220, 229.

[3]Richards, G., & Wilson, J. (2006). Developing creativity in tourist experiences: A solution to the serial reproduction of culture? Tourism Management, 27(6), 1209–1223.

[4]Li, X., & Zong, Z. (2020). Digital cultural industry: An industrial model and path for rural economic revitalization. Journal of Shenzhen University (Humanities & Social Sciences), 37(2), 74–81.

[5]Wu, L., & Zhang, F. (2018). Rural digital poverty and its governance under the background of targeted poverty alleviation. Contemporary World Socialism Issues, 2018(2), 28–35. https://doi.org/10.16012/j.cnki.88375471.2018.02.004

[6]Yuan, Y., & Fan, J. (2023). The internal logic and path exploration of digitalization promoting the high-quality development of rural cultural industries. Theory Monthly, 2023(8), 83–92. https://doi.org/10.14180/j.cnki.1004-0544.2023.08.009

[7]Liu, S., & Chen, W. (2023). Digital empowerment for the high-quality development of rural tourism: Theoretical cognition, practical challenges, and pathway research. Agriculture & Technology, 43(12), 146–149. https://doi.org/10.19754/j.nyyjs.20230630035

[8]Jian, S. (2023). The concept of "virtual digital humans": Connotation, prospects, and technical bottlenecks. Journal of Shanghai Normal University (Philosophy & Social Sciences), 52(4), 45–57.

[9]Guo, Q. (2022). The current situation, key issues, and future of virtual digital human development. Journalism & Writing, 2022(7), 56–64.

[10]Cheng, S., Yu, G., Yang, J., et al. (2022). Virtual digital humans: An experiential medium—Analyzing their connection mechanism and media attributes. Press Circle, 2022(7), 12–23. https://doi.org/10.15897/j.cnki.cn51-1046/g2.2022.07.003

[11]Hou, W., Bu, Y., & Liu, C. (2023). Virtual digital humans: A technological medium for interpersonal interaction in the metaverse. Media, 2023(4), 25–27, 29.

[12]Zhang, F. (2019). Deepening AI+ media applications and creating intelligent media: The integration and development of Cover News. Young Journalist, 2019(18), 23–25.

[13]Jian, S. (2023). The concept of "virtual digital humans": Connotation, prospects, and technical bottlenecks. Journal of Shanghai Normal University (Philosophy & Social Sciences),52(4), 45–57.

[14]Zang, Z., & Chen, M. (2024). Creating a cultural tourism metaverse space: Theoretical framework and practical strategies from a scene theory perspective. Journal of Shanghai Jiao Tong University (Philosophy & Social Sciences), 32(10), 1–14. https://doi.org/10.13806/j.cnki.issn1008-7095.2024.10.001

[15]Wang, J., Li, H., & Peng, H. (2024). The logic and path of digital technology empowering cultural tourism integration under rural revitalization. Tourism Journal, 39(11), 11–13. https://doi.org/10.19765/j.cnki.1002-5006.2024.11.005

[16]Li, J., Feng, H., & Zhang, J. (2025). The construction of digital cultural tourism experiential consumption scenarios: A case study of Jingchu culture. Journal of Sichuan Normal University (Social Sciences), 52(1), 96–105, 203. https://doi.org/10.13734/j.cnki.1000-5315.2025.0403

[17]Tao, J., Shi, M., & Cui, Y. (2025). Immersive cultural tourism spaces: Concepts, models, and trends. Library Tribune, 45(1), 21–28.

[18]Xu, N., & Zhang, X. (2024). The deep integration of cultural tourism and new productive forces: Internal mechanisms and practical paths. Enterprise Economy, 43(12), 101–110. https://doi.org/10.13529/j.cnki.enterprise.economy.2024.12.010

[19]Yuan, Z. (2019). The dilemma and solutions of rural tourism marketing in China from the perspective of consumer behavior. Agricultural Economy, 2019(10), 140–142.

[20]Tao, J., Shi, M., & Cui, Y. (2025). Immersive cultural tourism spaces: Concepts, models, and trends. Library Tribune, 45(1), 21–28.