Metaverse tourism and generative artificial intelligence: unveiling the key factors shaping Gen Z’s travel satisfaction

Purpose This study aims to explore the factors influencing travel satisfaction of metaverse tourism when using generative artificial intelligence (GAI) during the travel. Design/methodology/approach A mixed-methods approach was used, Study 1 involved focus group discussions with 10 participants and 12 in-depth interviews with experienced tourists of GAI and metaverse tourism. Through these qualitative data collection methods, key influencing factors were identified, and based on these findings, a travel satisfaction framework was proposed. Subsequently, Study 2 examined the proposed framework using PLS-SEM, and ANN was used to determine the relevant importance of the factor. An online survey was conducted, yielding 309 valid responses. Findings Study 1 revealed that perceived intelligence (PI), empathy response (ER), technology mindfulness (TM), perceived usefulness (PU) and perceived ease of use (PEU) are critical factors to gain travel satisfaction of metaverse tourism. Study 2 confirmed that ER and PU are positive factors to travel satisfaction of metaverse tourism. ER is also a significant mediator between PI and travel satisfaction. TM is a significant moderator between ER and travel satisfaction of metaverse tourism. The ANN analysis results identify PI, PU, TM and ER as the most influential variables. Originality/value This study’s originality lies in exploring the impact of GAI on metaverse tourism satisfaction from the perspective of Generation Z and constructing a theoretical framework integrating PI, ER and TM, which enriches the application of technology acceptance model in the field of metaverse tourism.