The adoption of the metaverse in cultural tourism: immersive experience or wishful thinking?

Purpose This study explores the potential of the metaverse in cultural tourism, explicitly examining whether it offers truly immersive experiences or remains an unrealistic ambition. This research aims to assess the effectiveness of the metaverse in authentically conveying cultural narratives and enhancing tourists’ engagement with virtual environments. Design/methodology/approach Data collection was done using the survey method, which was analyzed using structural equation modeling to evaluate the effects of awareness, cultural sensitivity and immersive experiences in cultural tourism. The sample included individuals familiar with virtual tourism platforms and their potential applications in the metaverse. Findings This study highlights the significant role of awareness and cultural elements in improving immersive experiences within the metaverse. The results indicate that cultural sensitivity and authenticity in virtual environments influence tourists’ behavioral intentions to revisit physical sites and engage in tourist activities. The findings underscore that immersive experiences are a key factor in driving future tourism behavior in both virtual and physical realms. Originality/value This research advances the understanding of the intersection between emerging technologies and cultural tourism, applying the theory of planned behavior to predict tourist engagement with virtual platforms. The study contributes new insights into how the metaverse can transform tourist experiences. It comprehensively evaluates its immersive potential and its ability to enhance cultural tourism through digital innovation.