Unveiling the metaverse: The mediating role of social interaction in enhancing tourism experiences

This study explores the influence of metaverse experiences and social interaction on tourists’ engagement and satisfaction in virtual tourism environments. In the digital era, the metaverse provides an immersive, interactive platform for tourism, allowing users to experience destinations virtually. Drawing from theoretical frameworks on tourism experience, the metaverse experience in this study is categorized into three core dimensions: presence and telepresence, immersion, interactivity and vividness. Additionally, social interaction, which encompasses peer-to-peer engagement and community building within virtual settings, is examined as a mediating factor that may enhance the overall tourism experience. Data was collected from 400 tourists in Thailand and analyzed using structural equation modeling (SEM) to test two primary hypotheses: first, that the metaverse has a direct positive influence on tourism experience, and second, that social interaction mediates this relationship. Results support both hypotheses, demonstrating that the metaverse significantly enhances tourism experience through its immersive and interactive features, with social interaction further amplifying this effect as a partial mediator. These findings suggest valuable implications for tourism practitioners and developers of virtual tourism platforms, emphasizing the need to integrate high-quality, socially engaging digital experiences. The study contributes to understanding how metaverse technology, combined with social engagement, can enrich virtual tourism and align with Thailand’s broader digital tourism initiatives.