Metaverse in tourism: from virtual worlds to sustainable worlds

PurposeThis study aims to investigate the metaverse's capability to foster sustainable tourism through word-of-mouth (WoM), by integrating embodied social presence theory with social identity theory. It aims to unveil how the interplay between metaverse technology and user attributes enhances tourists' experiences and satisfaction, thereby promoting WoM for sustainable tourism practices.Design/methodology/approachA scenario-based survey research design was used, comprising a survey of 528 respondents. This study used structural equation modelling to analyse the data, focusing on the relationships between technological features, user attributes, social presence and their combined effect on promoting sustainable tourism through WoM.FindingsResults indicate that the metaverse significantly enhances social presence and tourist satisfaction, which in turn, fosters WoM for sustainable tourism. Key factors include technological attributes (individuality, empathy, naturalness and immersion) and user attributes (prior experience and interest in sustainable practices), which collectively influence the propensity for sustainable WoM, also impacted by prosocial identity and subcultural identification.Originality/valueThis research contributes to the literature by demonstrating the metaverse's potential in enhancing sustainable tourism promotion through innovative technological engagement. It offers practical insights for destination marketers and service providers on leveraging metaverse technology to engage a wider audience in sustainable tourism practices, marking a significant step towards integrating digital innovations with ecological sustainability efforts. (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic):(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(WoM)(sic)(sic).(sic)(sic)/(sic)(sic)(sic)/(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)528(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)WoM(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)WoM.(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)((sic)(sic)(sic),(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic))(sic)(sic)(sic)(sic)(sic)((sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)WoM(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)/(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic). El metaverso en el turismo: de los mundos virtuales a los mundos sosteniblesResumenProp & oacute;sitoEste estudio investiga la capacidad del metaverso para fomentar el turismo sostenible a trav & eacute;s del boca a boca (WoM), integrando la teor & iacute;a de la presencia social corporal con la teor & iacute;a de la identidad social. Su objetivo es desvelar c & oacute;mo la interacci & oacute;n entre la tecnolog & iacute;a del metaverso y los atributos de los usuarios mejora las experiencias y la satisfacci & oacute;n de los turistas, promoviendo as & iacute; el WoM para pr & aacute;cticas de turismo sostenible.Dise & ntilde;o/metodolog & iacute;a/enfoqueSe utiliz & oacute; un dise & ntilde;o de investigaci & oacute;n con encuestas basadas en escenarios, con 528 participantes. El estudio emple & oacute; modelos de ecuaciones estructurales para analizar los datos, centr & aacute;ndose en las relaciones entre las caracter & iacute;sticas tecnol & oacute;gicas, los atributos de los usuarios, la presencia social y su efecto combinado en la promoci & oacute;n del turismo sostenible a trav & eacute;s del WoM.HallazgosLos resultados indican que el metaverso mejora significativamente la presencia social y la satisfacci & oacute;n del turista, lo que a su vez fomenta el WoM del turismo sostenible. Los factores clave incluyen atributos tecnol & oacute;gicos (individualidad, empat & iacute;a, naturalidad e inmersi & oacute;n) y atributos de los usuarios (experiencia previa e inter & eacute;s por las pr & aacute;cticas sostenibles), que influyen colectivamente en la propensi & oacute;n al WoM sostenible, tambi & eacute;n afectado por la identidad prosocial y la identificaci & oacute;n subcultural.Originalidad/valorEsta investigaci & oacute;n contribuye a la literatura al demostrar el potencial del metaverso para mejorar la promoci & oacute;n del turismo sostenible a trav & eacute;s de un compromiso tecnol & oacute;gico innovador. Ofrece perspectivas pr & aacute;cticas para los comercializadores de destinos y los proveedores de servicios para aprovechar la tecnolog & iacute;a del metaverso para involucrar a un p & uacute;blico m & aacute;s amplio en pr & aacute;cticas de turismo sostenible, marcando un paso significativo hacia la integraci & oacute;n de las innovaciones digitales con los esfuerzos de sostenibilidad ecol & oacute;gica.