Exploring the impact of metaverse tourism experiences on actual visit intentions: An integrated model of presence, the Technology Acceptance Model, and the Theory of Planned Behavior

Abstract This study seeks to understand the impact of tourist experience of the metaverse on users' actual visit intentions by proposing an integration of the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), using the construct of Presence . We developed a questionnaire‐based experiment in which 478 responses were collected via an online survey to achieve the objectives of the study. Structural equation modeling was used to test the relationships among the proposed constructs. The results indicate that presence is positively associated with perceived ease of use, perceived usefulness, and attitude, respectively. In addition to the relationship between perceived ease of use and attitude, six other hypotheses within the model that merged TAM and TPB were statistically supported. Furthermore, the implications and recommendations based on the results are valuable contributions to the development of metaverse tourism.