Digital Frontiers: Gen-Z’s Adventure Tourism in the Metaverse

Revolutionizing the digital landscape, metaverse technology creates immersive virtual environments that captivate users’ senses and redefine their experiences. This study investigates the adoption of metaverse adventure tours among Gen-Z. Primary data has been collected through surveys from a sample of 465 Gen-Z participants. The findings suggest that Gen-Z finds metaverse adventure tours easy to use, thanks to user-friendly interfaces and intuitive controls. Their adoption is primarily driven by hedonic motivation, seeking unique and thrilling experiences. However, factors such as social influence, facilitating conditions, habit, trust, and personal innovativeness, have limited influence on their decision to engage in metaverse adventure tours. Study has theoretical as well as practical implications. The study highlights the importance of designing immersive, user-friendly metaverse platforms that emphasize hedonic experiences and foster social interactions. Future research directions include exploring other demographic groups, investigating sustainability aspects, cross-cultural influences, and integrating physical and virtual adventure tourism experiences.