Virtual avatar characteristics in digital heritage: A systematic review of their implications for user experience

Abstract

As digital technologies continue to transform cultural heritage experiences, virtual avatars have become an increasingly important component of digital heritage environments. Despite growing scholarly attention, existing studies have mainly focused on isolated technologies, individual outcomes, or specific application contexts, leading to a lack of integrated understanding regarding how multiple avatar characteristics shape user experiences in digital heritage environments. This study aims to synthesize the existing literature on virtual avatars in digital heritage contexts and identify the major characteristics that contribute to user experiences and future applications. A systematic literature review based on the PRISMA 2020 guidelines was conducted, and the retrieved studies were analyzed through thematic analysis. The findings reveal four recurring characteristics of virtual avatars, namely visual appearance, communication style, technical functionality, and cultural representation. These characteristics collectively shape users’ perceptions, interactions, and experiences and provide a multidimensional understanding of avatar design in digital heritage environments. Overall, the findings suggest that effective virtual avatar design depends on the integration of visual, communicative, functional, and cultural dimensions, which together contribute to more engaging, immersive, and meaningful digital heritage experiences and offer practical implications for future virtual avatar development.