Why do customers engage and interact in metaverse tourism? An SOR perspective
Raouf Ahmad Rather, Mustafeed Zaman, Tareq Rasul, Muhammad Zahid Nawaz, Naeem Akhtar · Current Issues in Tourism · 2025
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.