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An empirical study of the impact of metaverse storytelling on intentions to visit

Author

Listed:
  • Wenkun Zhang

    (Shandong Jiaotong University)

  • Yanan Wang

    (Mokpo University)

Abstract

The purpose of this study is to explore how storytelling in a metaverse environment impacts on potential tourists’ real-world visit intentions. An empirical study based on 283 questionnaires was conducted to achieve this goal. Results show that storytelling in metaverse will significantly enhance consumers’ sense of presence, interaction and immersion, thereby, improving the destination image. The improvement of the destination image will significantly increase the potential tourists’ visit intention in real-world. This paper is one of the earliest studies on the relationship between storytelling in metaverse and real-world tourism intention, which is of great significance to the development of tourism management theory and practice management.

Suggested Citation

  • Wenkun Zhang & Yanan Wang, 2023. "An empirical study of the impact of metaverse storytelling on intentions to visit," Information Technology & Tourism, Springer, vol. 25(3), pages 411-432, September.
    • Handle: RePEc:spr:infott:v:25:y:2023:i:3:d:10.1007_s40558-023-00261-0
    DOI: 10.1007/s40558-023-00261-0
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    References listed on IDEAS

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