IDEAS home Printed from https://ideas.repec.org/a/taf/rcitxx/v28y2025i8p1261-1281.html
   My bibliography  Save this article

Beyond the real world: Metaverse adoption patterns in tourism among Gen Z and Millennials

Author

Listed:
  • Víctor Calderón-Fajardo
  • Miguel Puig-Cabrera
  • Ignacio Rodríguez-Rodríguez

Abstract

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.

Suggested Citation

  • Víctor Calderón-Fajardo & Miguel Puig-Cabrera & Ignacio Rodríguez-Rodríguez, 2025. "Beyond the real world: Metaverse adoption patterns in tourism among Gen Z and Millennials," Current Issues in Tourism, Taylor & Francis Journals, vol. 28(8), pages 1261-1281, April.
    • Handle: RePEc:taf:rcitxx:v:28:y:2025:i:8:p:1261-1281
    DOI: 10.1080/13683500.2024.2330675
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/13683500.2024.2330675
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/13683500.2024.2330675?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:rcitxx:v:28:y:2025:i:8:p:1261-1281. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/rcit .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.