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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Raouf Ahmad Rather & Mustafeed Zaman & Tareq Rasul & Muhammad Zahid Nawaz & Naeem Akhtar, 2025. "Why do customers engage and interact in metaverse tourism? An SOR perspective," Post-Print hal-04982376, HAL.
    • Handle: RePEc:hal:journl:hal-04982376
    DOI: 10.1080/13683500.2024.2440808
    as

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