Digital Heritage and Intergenerational Engagement: An Empirical Study Based on the 'Virtual Tour' Model: Taking the Influence of the Terracotta Warriors on Youth Cultural Identity as an Example

With the rapid advancement of information technology, the dissemination of cultural heritage is undergoing profound transformation. As a significant form of digital heritage, "cloud visits" leverage technologies such as virtual reality (VR), panoramic imaging, and interactive platforms to transcend the physical constraints of traditional visits, offering the public entirely new immersive experiences. Particularly for Generation Z, the digital natives, cloud visits not only satisfy their information acquisition and entertainment needs but may also subtly shape their cultural identity. However, current research on digital heritage dissemination largely remains confined to technological innovation, lacking systematic analysis grounded in the interplay between user experience and cultural identity.This paper examines the Terracotta Army of Qin Shi Huang as a case study, combining textual analysis with questionnaire surveys to empirically investigate Generation Z's behavioural characteristics, emotional inclinations, and cultural identity formation within the "cloud visit" model. Findings reveal: (1) interactivity and immersion are key factors in enhancing Generation Z engagement; (2) while entertainment-oriented design attracts attention, it struggles to foster deep cultural identity without supporting cultural narratives; (3) "Online virtual tours" and "offline physical experiences" are complementary: the former sparks interest, while the latter consolidates identity. Theoretically, this study extends the research chain linking "user experience" and "cultural identity"; practically, it offers optimisation strategies for the digital dissemination of the Terracotta Army and other cultural heritage sites.