Exploring cultural heritage in virtual Seoul: the avatar-guided and solo metaverse tour experiences in Bukchon Hanok Village

Purpose This study aims to explore the impacts and outputs of metaverse tourism experiences on Generation Z participants by blending physical and digital elements, focusing on virtual replicas of landmarks and fictional realms to foster cultural engagement and reduce travel constraints. Design/methodology/approach This study adopts a qualitative phenomenological research approach and an experience design procedure. Data was collected through self-administered interviews with 88 participants who experienced both avatar-guided and solo metaverse tours of Bukchon Hanok Village in Seoul. The analysis integrates the 4E Theory (entertainment, education, escapism and aestheticism) and the technology acceptance model (TAM). Findings Participants found the tour informative, enjoyable and culturally enriching, enhancing their desire to visit Seoul and various destinations physically, and they predominantly experienced intense emotions of curiosity, delight, pleasure and excitement. Moreover, the four realms, entertainment, education, escapism and aestheticism, were experienced through metaverse tours. The proposed model integrates the 4E and the TAM to illustrate how traditional/cultural elements, streets/buildings, realistic environments, memorability, intriguing/informative experiences, virtual tour experiences and user-friendly applications affect positive emotions, perceived usefulness, perceived ease of use and ultimately, behavioral intention in metaverse tourism. Originality/value This study is unique in its pioneering approach of co-analyzing avatar-guided and solo metaverse tour experiences while revealing the emotional responses of participants. It contributes to understanding how the 4E and TAM frameworks can be integrated to design effective metaverse tourism experiences.