From virtual to real: the impact of social experiences in the metaverse on tourist decision-making behaviour

Abstract

The emergence of the metaverse as a virtual environment enabling interaction with digital spaces and other users has attracted growing attention. In tourism, metaverse-based virtual experiences offer potential for hybrid and immersive destination engagement. This study empirically examines how social interactions within the metaverse influence visitors' experiential and emotional responses, and how these responses shape real-world tourism intentions and decision-making. Using data from a historic museum metaverse operated by a local government, the findings indicate that social interaction and visitor experience positively affect emotional value and loyalty, which in turn encourage visit intention and decision-making behaviour. These results highlight the role of emotional responses in influencing tourist behaviour and provide insights for stakeholders seeking to design and manage effective metaverse-based tourism experiences.