Zhiyao , G., Yaakup, H.S., Hamdan, R. and Chuyao , W. 2026. EXPLORING THE INTERSECTION OF IMMERSIVE VR/AR TECHNOLOGIES AND CULTURAL IDENTITY IN CHINESE VARIETY SHOWS. JOURNAL INFORMATION AND TECHNOLOGY MANAGEMENT (JISTM). 11, 42 (Mar. 2026), 93–110. DOI:https://doi.org/10.35631/JISTM.1142006.