Exploring experience design features in the metaverse concerts: a mixed-method approach

Despite the increasing adoption of metaverse platforms in the hospitality and tourism industry, empirical research on experience design remains nascent. To bridge this gap, our study aimed to identify the dimensions and features of quality experience design within the metaverse. A mixed-method approach, combining both semi-structured interviews and rank-based quantitative surveys, was used to capture the depth and breadth of features perceived as important in the context of metaverse concerts. Thematic analysis identified five major themes of metaverse experiences—technology, concert content, interactive experience, immersive experience, and autonomy—and delineated 25 distinct features. Moreover, analyzing the survey data with the Plackett-Luce model confirmed the ranking of these features by their priorities in the metaverse experience. Based on the results, we proposed a focused future agenda to advance metaverse studies in tourism and hospitality. By offering guidance on how to maximize the potential and opportunities of the metaverse, the paper provides both empirical evidence and practical insights into designing metaverse experiences.