Metaverse in tourism: from virtual worlds to sustainable worlds

Purpose This 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/approach A 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. Findings Results 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/value This 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.