Why do customers engage and interact in metaverse tourism? An SOR perspective

Raouf Ahmad Rather, Mustafeed Zaman, Tareq Rasul, Muhammad Zahid Nawaz and Naeem Akhtar
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Raouf Ahmad Rather: KFUPM - King Fahd University of Petroleum and Minerals
Mustafeed Zaman: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Tareq Rasul: GUST - Gulf University for Science and Technology
Muhammad Zahid Nawaz: INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics
Naeem Akhtar: University of Engineering and Technology - Vietnam National University

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Abstract: The global tourism industry is experiencing extensive revolutions not only due to the COVID-19 outbreak but also due to cutting-edge technologies, including metaverse (MV). This industry can benefit from the advances of this technology to respond to the challenges. Therefore, we develop a metaverse-based model that investigates the impact of consumer's experience with the MV system, MV-mediated-interaction and MV-mediated-immersion on MV engagement and its consequent influence on MV satisfaction and behavioural intentions to physically visit a destination (BIPVD), employing stimulus-organism-response perspective. We collected data from 212 respondents, who were users of differing metaverse applications, tested through PLS-SEM. First, the findings indicate the positive effect of experience with the MV system on MV engagement and MV satisfaction. Second, the results confirm the significant effect of MV-mediated interaction on MV engagement. Third, the findings revealed the positive effect of MV-mediated immersion on MV engagement and BIPVD. Fourth, the findings suggest a strong positive effect of MV engagement on MV satisfaction and BIPVD. Finally, the results support MV-engagement's mediating role in predicting MV satisfaction and BIPVD. We conclude by drawing key theoretical/practical implications.

Keywords: Experience with the MV system; MV-mediated interaction; MV-mediated immersion; MV-engagement; Behavioural intentions to physically visit a destination; Metaverse tourism (search for similar items in EconPapers)
Date: 2025-01-13
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Published in Current Issues in Tourism, 2025, pp.1-17. ⟨10.1080/13683500.2024.2440808⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04982376

DOI: 10.1080/13683500.2024.2440808

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