Exploring user adoption in metaverse tourism: a study of technological fit and user motivations

This study investigates the determinants of metaverse adoption in tourism by integrating Task-Technology Fit (TTF) and Uses and Gratifications theory (UGT). Using survey data from 348 participants, the model examines how user needs—accessibility, immersive experience, and technology characteristics (synchronicity, technological innovation)—influence user engagement, task-technology fit, satisfaction, and adoption intention. Results show that immersive experience and accessibility enhance engagement, while synchronicity and technological innovation strengthen task–technology fit, both leading to greater satisfaction and adoption. Theoretically, this study contributes by combining motivational and technological perspectives into a unified framework, explaining both why users adopt and how technology supports tasks in immersive contexts. Managerially, findings emphasise the importance of designing metaverse platforms that provide accessible, immersive experiences alongside real-time responsiveness and innovative features, thereby improving satisfaction and encouraging adoption. Future research should address cross-cultural differences and ethical considerations, including inclusivity, privacy, and user well-being in metaverse tourism.