The virtualization of cultural events in the metaverse creates opportunities to generate
valuable and innovative experiences that replicate and extend in-person events; but the …

Purpose Through the theoretical lenses of media richness, perceived realism and customer
engagement, this study aims to investigate the mechanisms that promote customer …

The emerging concept of the metaverse, which blends digital and physical realms to offer
immersive user experiences, presents a disruptive opportunity for businesses operating in …

Purpose As technology increasingly integrates into the restaurant industry, avatar servers
present a promising avenue for promoting healthier dining habits. Grounded in the halo …

The tourism sector must integrate sustainability to mitigate environmental impacts, ensure
destination profitability, and promote responsible travel. Emerging technologies, particularly …

Purpose The main aim of this study is to examine the effect of virtual store atmospheric
factors on impulsive purchasing in the metaverse context. Design/methodology/approach …

Purpose Through a theoretical lens of psychological ownership, this study aims to
investigate how technology mindfulness may stimulate metaverse tourism users' feelings of …

Purpose This study aims to apply the theory of consumption value to analyze the utilization
of Metaverse technologies within hospitality and tourism while examining the factors that …

Purpose This qualitative study aims to investigate the critical success factors (CSFs) driving
the adoption of virtual reality (VR) in the hospitality industry, shedding light on key …