Virtual tourism: Impact of avatar anonymity, cyberbullying and virtual reality threats on Gen Z and Y satisfaction

• Avatar anonymity enhances user satisfaction in metaverse tourism, particularly among Gen Z and Y. • Cyberbullying and virtual reality threats weaken the positive impact of avatar anonymity on user satisfaction. • Social information processing theory is used to explain the theoretical framework. This study investigates the impact of avatar anonymity on user satisfaction in metaverse tourism among Gen Z and Y, emphasizing the moderating roles of cyberbullying and virtual reality threats. Using quantitative methods, survey data from virtual tourists engaging in WonderVerse Indonesia were analyzed through Covariance-Based Structural Equation Modeling (CB-SEM). The findings reveal that avatar anonymity enhances user satisfaction; however, this relationship is significantly weakened by cyberbullying and virtual reality threats, underscoring the need for protective measures. By integrating social information processing theory with emerging user safety concerns, this study provides valuable insights for platform designers, tourism operators and policymakers to optimize user engagement and satisfaction in immersive virtual environments.