From tourism in the Darkverse to tourism with digital detox: designing responsible Metaverse tourism experiences

The rapid adoption of immersive technologies such as the Metaverse promises to transform the tourism industry. However, some Metaverse tourism experiences fail to elicit positive feelings about corresponding authentic destinations or motivate in-person visitation. Unless redesigned, Metaverse tourism risks becoming a ‘Darkverse’ that displaces – rather than complements – actual travel. This study provides a human-centered approach by applying the technology acceptance model through mixed methods, including content analysis and scenario-based experiments. Strategies such as limiting duration to mitigate cybersickness, providing exit controls, and carefully crafting experiences prove critical to harnessing Metaverse technology sustainably. By optimising Metaverse technologies to complement – not replace – wellbeing-focused actual travel, this novel approach presents new opportunities for the tourism industry to responsibly leverage immersive technologies. The proposed design principles guide innovators and policymakers seeking to maximise the benefits of Metaverse tourism while avoiding the risks of a ‘Darkverse’ virtual tourism dystopia.