Beyond the real world: Metaverse adoption patterns in tourism among Gen Z and Millennials

Víctor Calderón-Fajardo, Miguel Puig-Cabrera and Ignacio Rodríguez-Rodríguez

Current Issues in Tourism, 2025, vol. 28, issue 8, 1261-1281

Abstract: The Metaverse opens a digital realm that offers transformative possibilities for the sector, promising to reshape the way tourists explore, experience, and interact with destinations. The objective of this research is to measure the acceptance of Metaverse technology within the tourism industry, with a particular focus on the adoption patterns among Gen Z and Millennials from a given high education institution. The methodology consisted of a PLS-SEM analysis based on a sample of 218 users, based on the Unified Theory of Acceptance and Use of Technology (UTAUT-2 model), which is identified as a robust model for analysing the gap in Metaverse usage. The results of this work reveal that the tested model has a high predictability power according to the behavioural intention of use of Metaverse in tourism. Specifically, the facilitating conditions, the price value, the social influence, and the intention to visit a destination become significant factors. Also, these findings prove that the Metaverse evolution could be analysed with this model to also test the changes in acceptance patterns concerning the other constructs.

Date: 2025
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DOI: 10.1080/13683500.2024.2330675

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