Gen Z travel intentions and museum visits in the metaverse: case of Egypt, Scotland, and Turkey

Murat Nazli, Cagri Bulut and Yasin Ozarslan

Current Issues in Tourism, 2025, vol. 28, issue 15, 2447-2465

Abstract: This early-stage study explores Gen Z’s travel intentions and virtual museum visits in the metaverse by experiencing Egypt, Scotland, and Turkey. The subjective perception and judgment of Gen Z users are investigated in the immersive environment. Semi-structured interviews and laboratory sessions took place with 20 volunteers in three studies. Study 1 and Study 2 reveal different views of Gen Z concerning their travel intentions as two open-air experiences in the metaverse. Study 3 shows Gen Z perspectives of a virtual museum visit as an indoor experience. Through this study, we could form a link between the metaverse and Gen Z travel intentions using two travel applications for Egypt and Scotland, and a museum application for Turkey, which has rarely been discussed before. The study also guides an experience, interaction, interface design for VR 360 video and future-related tourism products and services for Gen Z users. The study illuminates the travel and metaverse relationship for future studies for practitioners and researchers.

Date: 2025
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DOI: 10.1080/13683500.2024.2376885

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