Beyond the real world
Metaverse adoption patterns in tourism among Gen Z and Millennials
Bibliographic Data
| ID | 21699992 |
|---|---|
| Authors | Víctor Calderón-Fajardo (0000-0002-4662-9694, Universidad de Málaga), Miguel Puig-Cabrera (0000-0003-4524-9830, University of Algarve, corresponding author), Ignacio Rodríguez-Rodríguez (0000-0002-0118-3406, Universidad de Málaga) |
| Year | 2025 |
| Volume | 28 |
| Issue | 8 |
| Pages | 1261-1281 |
| Publication date | 2025-04-18 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Current Issues in Tourism (JOURNAL) |
| Journal identifiers | ISSN: 1368-3500 • E-ISSN: 1747-7603 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/13683500.2024.2330675 |
| OpenAlex | W4392884747 |
| Language | EN |
| Citations received | 16 |
| References cited | 90 |
The Metaverse opens a digital realm that offers transformative possibilities for the sector, promising to reshape the way tourists explore, experience, and interact with destinations. The objective of this research is to measure the acceptance of Metaverse technology within the tourism industry, with a particular focus on the adoption patterns among Gen Z and Millennials from a given high education institution. The methodology consisted of a PLS-SEM analysis based on a sample of 218 users, based on the Unified Theory of Acceptance and Use of Technology (UTAUT-2 model), which is identified as a robust model for analysing the gap in Metaverse usage. The results of this work reveal that the tested model has a high predictability power according to the behavioural intention of use of Metaverse in tourism. Specifically, the facilitating conditions, the price value, the social influence, and the intention to visit a destination become significant factors. Also, these findings prove that the Metaverse evolution could be analysed with this model to also test the changes in acceptance patterns concerning the other constructs
Advertising · Business · Geography · Human–computer interaction · Metaverse · Tourism · Virtual reality · AI in Service Interactions · Computer Science · Digital Marketing and Social Media · Technology Adoption and User Behaviour · Marketing
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| Unique citing works | 16 |
|---|---|
| Citations per year | 8 |
| Citation span | 2024 - 2026 (3) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 16 |