02777nas a2200133   4500000000100000000000100001008004100002100001500043245012800058856011800186300001200304490000700316520232000323       2024                            d1 aDilong Yan00aCapturing A Classical Connection Between Mixed Reality and Intangible Cultural Heritage from A Narrative Theory Perspective  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85193723340&partnerID=40&md5=eb29212915a2910c28ef5d676f86d2e7  a192-2280 v243 aThe increasing popularity of mixed reality technology in the cultural heritage domain presents an opportunity for cultural heritage conservation. Advancements in technology enable nations to safeguard their cultural heritage for future generations. This paper contributes to the existing body of knowledge on narrative theory by examining the efficacy of mixed reality (MR) technologies in the preservation and presentation of intangible cultural heritage (ICH). It also explores the implications of these technologies for narrative engagement, cultural identity perception, and economic impact. The study utilised a qualitative research design to collect primary data. This was done through semi-structured interviews with 20 experts in the fields of cultural heritage preservation, technology development, and cultural economics. Thematic analysis is used to identify themes, concepts, and findings from previous research. Interviews offer insights into practitioners  perspectives, experiences, and recommendations for future market research initiatives. The findings demonstrate the importance of narrative coherence, character development, and immersive techniques in increasing narrative engagement in MR cultural products. Additionally, factors such as cultural authenticity, ethical considerations, and collaborative approaches play a crucial role in shaping users  perceptions of cultural identity in MR environments. The study explores the economic opportunities and challenges of MR initiatives in the cultural heritage sector. It emphasises the potential for generating tourism revenue, influencing market trends, and promoting collaborative partnerships. This study provides practical implications for practitioners and cultural heritage professionals who aim to utilise MR technologies for the preservation and promotion of cultural heritage. The study contributes to the advancement of knowledge and practice in the field by addressing gaps in the literature and exploring the multifaceted dynamics of MR applications in cultural heritage initiatives. The study is unique in its interdisciplinary approach, incorporating narrative theory, cultural studies, and technology studies to comprehensively examine the potential and challenges of MR in preserving and presenting intangible cultural heritage.