Age-inclusive hospitality and tourism: navigating the metaverse travel with avatar

Purpose This study aims to investigate the impact of virtual tours on the engagement and travel intentions of older adults, emphasizing the role of emotional and informative content. It aims to enhance travel confidence and reduce stress among older travelers, fostering inclusive tourism through advanced avatar technology. Design/methodology/approach Using two between-subjects experiments, this research compares the effects of emotion-driven and knowledge-centric virtual tours on older adults. It explores the mediating role of travel confidence and stress reduction, along with the moderating influence of positive psychological cues on engagement and travel intentions. Findings The results highlight the potential of technology in promoting inclusive tourism. Emotionally engaging virtual tours significantly increase travel intentions among older adults by boosting confidence and alleviating stress, with positive psychological cues enhancing these effects. Practical implications This study offers valuable insights for tourism industry stakeholders by suggesting the development of avatar-based virtual tours tailored to the emotional and cognitive needs of older travelers. This approach could create more accessible and satisfying tourism experiences for older travelers. Originality/value This study extends the socioemotional selectivity theory to the realm of metaverse travel, providing a novel perspective on the emotional and cognitive engagement of older adults in the metaverse. This underscores the importance of inclusive technology in addressing the needs of older travelers.