The Econcult research group at the University of Valencia has been selected in the call for emerging projects of the Generalitat Valenciana with the initiative entitled Advanced application of UTAUT models in cultural and creative sectors.

The project is led by Professor Chuan Li and involves Professor Joaquín Díaz Bolis, from the same Department of Applied Economics at the University of Valencia, and senior researcher Mónica Edwards Schachter, from the International University of Valencia (VIU).

The research aims to analyse the factors that influence the adoption and integration of immersive technologies in the cultural and creative industries, an area that is increasingly relevant for economic development, social cohesion and the transition towards sustainability in the Valencian territory.

The project combines the use of different technology acceptance models, such as UTAUT, with advanced mathematical methods, with the aim of deepening the determinants of technological adoption from both the users’ and the producers’ perspectives. In this way, it seeks to design strategies that strengthen the innovative capacity of Valencian cultural organisations.

According to the principal investigator, Chuan Li, “this initiative will allow us to open new avenues of knowledge and provide practical tools to reinforce innovation in the Valencian cultural and creative sector.”

• Econcult, from the University of Valencia, has been awarded an emerging project by the Generalitat Valenciana.

• The project Advanced application of UTAUT models in cultural and creative sectors is led by Professor Chuan Li.

• The research analyses the factors that influence the adoption of immersive technologies in Valencian cultural and creative industries.

• The aim is to design strategies that strengthen innovation, social cohesion and sustainability in Valencian cultural organisations.