Embodied Experience and Visitor Loyalty in Historic Cultural Heritage Buildings: Integrating Structural Equation Modeling and Deep Learning

Chen Xiang, Zikun Huang (), Jilei Qian, Nur Aulia Bt Rosni and Norafida Ab Ghafar ()
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Chen Xiang: Department of Architecture, Faculty of Built Environment, University of Malaya, Kuala Lumpur 50603, Malaysia
Zikun Huang: Department of Architecture, Welsh School of Architecture, Cardiff University, Cardiff CF10 3NB, UK
Jilei Qian: School of Geography and Planning, Cardiff University, Cardiff CF10 3WA, UK
Nur Aulia Bt Rosni: Department of Urban & Regional Planning, Faculty of Built Environment, University of Malaya, Kuala Lumpur 50603, Malaysia
Norafida Ab Ghafar: Department of Architecture, Faculty of Built Environment, University of Malaya, Kuala Lumpur 50603, Malaysia

Sustainability, 2025, vol. 17, issue 18, 1-21

Abstract: This study is grounded in the global agenda of achieving the Sustainable Development Goals (SDGs), emphasizing the critical role of historic cultural heritage buildings in fostering cultural continuity and long-term engagement. Centered on the living conservation of architectural heritage, the research explores how immersive and embodied interactions shape visitor loyalty. Structural equation modeling (SEM) demonstrates that environmental restoration and flow experience significantly mediate the relationship between embodied experience and loyalty, while cultural identity further strengthens these pathways. To complement the explanatory analysis, deep learning methods were employed, with the multilayer perceptron (MLP) outperforming the gated recurrent unit (GRU) in terms of predictive accuracy. SHAP analysis revealed that technological mediation and physical interaction are the strongest predictors of loyalty, followed by sensory immersion. By integrating explanatory and predictive perspectives, the study refines the embodied experience framework and offers both theoretical insights and practical guidance for the design and conservation of historic cultural heritage buildings. Ultimately, the findings highlight that embodied experience-driven living heritage conservation not only sustains cultural identity but also makes a meaningful contribution to the realization of global sustainable development.

Keywords: historic cultural buildings; living heritage conservation; embodied experience; visitor loyalty; structural equation modeling; deep learning (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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