Predicting the Future of Metaverse-Based Transformation in Tourism: Role of Eco-centric Attitude as a Moderator

The Metaverse, an emerging immersive and real-time environment, has transformed social interaction and given rise to Metaverse-based tourism. This study aims to investigate the continuous intentions of individuals toward Metaverse tourism through a risk-benefit analysis that considers contextual factors. Data were collected using a quantitative survey from China ( n = 243). The findings conclude that the role of benefits and barriers is pivotal in shaping and predicting future intentions for the continuity of Metaverse adoption in tourism. The findings revealed that readiness to change has a positive influence on perceived benefits ( H1a = 0.45***, R 2 = .20) and an adverse effect on perceived barriers ( H1b = –0.53***, R 2 = .28). Perceived benefits have a significant positive association with attitude toward Metaverse ( H2a : b = 0.31***). The perceived barriers have an adverse effect on the attitude toward the Metaverse ( H2b : b = –0.45***). Furthermore, benefits have a significant association with continuous intention ( H3 : b = 0.34***), and the perceived barriers have a negative effect on continuous intention ( H4 : b = − 0.35***). Similarly, the attitude toward the Metaverse has a positive and significant association with continuous intention ( H5 : b = 0.11***, R 2 = .38). The moderating effect of eco-centric attitude on attitudes and continuous intentions is associated with a positive correlation ( H6 : β = .22***). In addition, readiness to change and an eco-centric attitude are crucial to map individuals’ intentions toward adopting the Metaverse. This study makes a unique contribution by examining the role of readiness to change, barriers and benefits, and the impact of an eco-centric attitude on future intentions regarding Metaverse adoption. This study has drawn interesting theoretical and practical implications for researchers, policymakers, and academicians.