'Real Worlds Illusion!’ Consumer Response to Metaverse Technology Applying Flow Theory

Metaverse technology will revolutionize the way the hospitality and tourism industry operate and is all set to co-create transformational experiences and value addition to customers. This study explores the impact of metaverse technology application characteristics and affective/cognitive consumer characteristics on the destination visit intentions of customers through the lens of flow theory. The data collected from 371 participants were tested on a conceptual model using SEM (structural equation modelling). The study reveals that metaverse technology application features, including interactivity, informativeness, and telepresence, impacted the metaverse flow experience, however, vividness was found to be insignificant. Also, Consumers' metaverse skills and challenge levels favourably impacted metaverse flow experience, but value-add search and perceived control were found to be insignificant. Metaverse flow experience significantly influenced tourist destination visit intentions. The study's unique contribution is the blend of constructs from consumer behaviour, flow, and environmental psychology in an integrated model of metaverse tourism consumer behaviour. The study concludes with theoretical and practical implications that can benefit tourist consumers, and metaverse tourism app designers, and marketing strategies in the tourism sector. The outcome of the study will help organizations to invest in metaverse tourism to convert prospective customers and improve revenue. Policymakers and government can refer to this study for devising a strategy to promote metaverse tourism to attract tourists