Navigating the metaverse: unraveling its impact on tourism

This study aims to explore the influence of perceived usefulness, perceived ease of use, social norms and attitudes towards the use of metaverse on the behavioural intention to use Metaverse in tourism, providing valuable insights into the potential impact of metaverse on the future of the tourism industry. To assess the influence of the variables, a questionnaire was administered to 50 participants from generations X, Y and Z with a gender distribution of 54% male and 46% female participants. The survey demonstrated good internal reliability and validity. The results indicate that perceived usefulness, perceived ease of use and attitude have an impact on participants' behavioural intentions. However, the influence of social norms on behavioural intention was not found to be significant in this study. These results provide valuable insights into understanding the factors that influence people's behavioural intentions when using metaverses in tourism. Further studies with more refined questions and larger samples need to be conducted.