Emotional Experiences and the Metaverse: Towards Innovative Strategies for Culinary Tourism in a Digital World

In the context of experiential tourism, the emotional dimension is pivotal in enhancing tourist satisfaction, loyalty, and behavioural intentions. This study investigates the emotional culinary tourism experience in Agadir, Morocco, emphasizing the role of emotions in fostering hedonic, memorable, and extraordinary experiences. By analysing the interrelations between emotions, perceived value, satisfaction, and loyalty, the study demonstrates their significant impact on tourists’ intentions to recommend and revisit destinations. With the rise of digital innovations, particularly metaverse technologies, this research proposes their integration into tourism strategies to revolutionize engagement. Immersive virtual environments simulate culinary and cultural experiences, enabling tourists to connect emotionally with destinations before visiting. This pre-experience engagement enhances satisfaction, strengthens emotional attachment, and fosters loyalty and advocacy. The research employs a triangulation of methods, including documentary analysis of experiential tourism theories, the Destination Emotion Scale (DES), and structural equation modelling. Empirical data collected from international tourists validate the critical role of positive emotions in creating competitive advantages for destinations. The findings highlight the dual importance of emotional experiences and metaverse technologies in shaping sustainable tourism strategies. While emotions remain central to creating authentic and memorable experiences, the metaverse emerges as a transformative tool to enhance accessibility and engagement. From a managerial perspective, integrating emotional dimensions with digital innovations offers new pathways for destination managers to differentiate offerings, attract broader audiences, and optimize satisfaction and loyalty. This study contributes to the literature on experiential tourism by offering insights into the convergence of emotional and technological dimensions to develop competitive, resilient, and emotionally resonant tourism destinations.