Unlocking the power of metaverse technology in tourism: enhancing experiences and perceptions about tourism destinations
Rana Muhammad Sohail Jafar, Jianhua Zhu, M. James C. Crabbe, Xiao‐Guang Yue, Yuqing Yang
Abstract
The metaverse is gaining rapid acceptance across various industries, including tourism and hospitality. It examines the nuances of visitor interaction in the metaverse based on presence and process theory. 313 participants data were analyzed by partial least squares structural equation modelling approach. The findings clarifies that metaverse telepresence plays significant role in users’ behavioural perceptions. Furthermore, metaverse cognitive, affective, and conative images are revealed to be positively impacted by metaverse telepresence. This study highlights the revolutionary possibilities of metaverse technology in the tourism sector by offering new insights and identifying areas for improvement.