The role of metaverse marketing in enhancing tourism sustainability through immersive experience quality: An empirical study in AlUla, Saudi Arabia

The paper discusses the role of metaverse marketing in enhancing sustainability in tourism based on the mediating effect of the immersive experience quality in the AlUla case, Saudi Arabia. The study is based on the Experience Economy Theory and Sustainable Tourism Development Theory since it combines the perspective of technology and experience to comprehend how virtual interaction leads to better sustainable behavioral results. The design was a quantitative, explanatory and cross-sectional design which used data obtained on 412 people who had experienced the metaverse tourism applications of AlUla, Virtual Reality (VR), Augmented Reality (AR) and Digital Twin/ Virtual Tours application. Partial Least Squares Structural Equation Modeling (PLS-SEM) was executed to conduct the analysis process through SmartPLS 4.0. Findings indicated that AR and Digital Twin/Virtual Tours had significant effect that is highly positive and tourism sustainability but VR did not reveal any meaningful relationships indicating that it might be a virtual fatigue when overused. In addition, the quality of immersive experience was also identified as an important mediator between metaverse marketing and sustainability results. The model was also found to be highly explanatory (Immersive Experiences Quality = 0.936 and Tourism Sustainability = 0.952 R2), which means that it is largely explanatory. The research contributes to the theoretical knowledge of digital immersion as a priority of sustainable tourism and provides valuable information on the work of policymakers and destination marketers intending to adopt balanced, hybrid approaches to digital implementation. Focusing on the authentic, educative, and responsible metaverse experiences, this study responds to the Saudi Vision 2030 and makes AlUla an example of smart and sustainable development of tourism all over the world.