An Examination of the Metaverse Technology Acceptance Model in Tourism

Abstract

The traditional definition of tourism has been transformed by significant advancements in communication and information technology. The concept of Metaverse, derived from the words "meta" (meaning beyond) and "verse" (meaning universe), has redefined how people experience travel. This innovative concept combines virtual reality, augmented reality, and artificial intelligence to create virtually augmented spaces. However, the tourism industry should clarify and narrow down the definition of Metaverse and its intriguing concept for its successful adoption in the future. Thus, it is crucial to define Metaverse tourism and understand how users will accept it in the near future. This study aims to comprehend the technology behind Metaverse tourism, review current research on the topic, and identify the critical factors related to experiential Metaverse tourism. The paper also examines how computer self-efficacy, novelty seeking, subjective norm, job relevance, perceived usefulness, perceived ease of use, and perceived enjoyment can influence expected user satisfaction and behavioral intention, given the context of situational motivation. The findings have significant implications for theory and management, addressing various questions related to users' perceptions, expectations, design considerations, stakeholder preparations, and performance assessment of metaverse technology in tourism applications.