Metaverse and overtourism: positive and negative impacts of tourism development on local residents

Purpose Tourism is a dynamic phenomenon that has evolved constantly, generating both positive impacts, such as economic growth and employment opportunities and negative effects, such as environmental degradation and price increases. This study examines the role of metaverse satisfaction as a mediating variable between the perceived positive and negative impacts of tourism development. Design/methodology/approach The study analyzes data from two culturally similar tourist destinations, Spain and Italy, involving 864 participants. A structural equation modeling approach was employed using SmartPLS software to evaluate the mediating role of metaverse satisfaction in the relationship between tourism impacts and perceptions of development. Findings The findings confirm that metaverse satisfaction significantly mediates the relationship between positive and negative impacts on tourism development perceptions. This indicates that emerging technologies like the metaverse can mitigate the adverse effects of tourism while enhancing its positive aspects. Originality/value This study addresses a critical gap in the literature by exploring the intersection of emerging technologies and tourism development, focusing on the metaverse – a novel and under-researched area in the tourism domain. It highlights the potential of the metaverse to act as a mediator, balancing the dual impacts of tourism. Given the increasing challenges posed by overtourism and its effects on local communities, this research provides essential insights into how technological innovations can support more sustainable and equitable tourism practices. The findings offer a unique perspective, emphasizing the urgent need to integrate advanced digital tools into tourism management strategies.