...Jing Li; David Liu; Justin Zuopeng Zhang; Gyehee Lee; Fevzi Okumus Purpose This study aims to explore the connections among festival metaverse environments, immersive experiences, social interactions and electronic word of mouth (eWOM), which is a burgeoning sector that merges disruptive...

...Chia-Lin Hsu Purpose This study aims to investigate the factors influencing the intention to use metaverse technology using an integrated model. This model combines elements from self-determination theory (including autonomy, relatedness and competence), intrinsic motivations (such as enjoyment...

... enterprises (SMEs). Addressing this gap, the purpose of this study is to integrate the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), Flow Theory and Expectation-Confirmation Theory ( ECT ) into a unified Metaverse Adoption Continuance Framework to examine both adoption and continuance...

...Junhui Wang; XiaoDong Sun; Qi Wu Purpose The development of metaverse and metaverse tourism is an inevitable trend driven by technological advances, economic transformation and societal needs, requiring deeper understanding and research. This study, based on cognitive evaluation theory...

... the important role of digital humans in tourism destination marketing. It advances the application of Peircean semiotics in the metaverse context, thus providing new insights for cultural tourism research. These digital humans are expected to become influential entities in the metaverse, especially...

...Ömür Talay Purpose This study aims to examine the metaverse experiences of individuals traveling to Turkey, a nation with a complex history of migration, and to assess the influence of these experiences on their accommodation processes within host countries. Design/methodology/approach...

...Anil Bilgihan; Peter Ricci Purpose This paper aims to explore the impact of emerging technologies, such as virtual reality, voice search, artificial intelligence, robotics and the Metaverse on hotel sales, marketing and revenue optimization. Design/methodology/approach This paper uses a combination...