Chapter 4: Tourist Behaviors, Expectations, and Experiences Toward Events and Festivals: Amalgamation of Metaverse Technological Innovation and Artificial Intelligence

The chapter explains the predictive association of metaverse technological virtual reality (VR), artificial intelligence (AI), attitude toward tourism mobile applications (ATTMA), and live enjoyment on tourist behaviors, expectations, and experiences at different festivals and events in tourist destinations. The study adopted a quantitative research approach, and cross-sectional collected data were analyzed through SPSS and SmartPLS-4 software. A purposive sampling technique was used, and the sample size was selected through G*Power analysis. The chapter’s findings indicate that it identified and adjusted the aspects and issues of VR, AI, and mobile applications (MA) that impact the proposed tourist behaviors, expectations, and experience for events and festivals. In conclusion, the chapter concludes that the amalgamation of technological innovation and AI served as a valuable point of reference for enjoying live cultural events and increasing tourist behaviors, expectations, and experience regarding festivals and events in the future.