Exploring the Impact of Virtual Destination Element on Tourist Behavior in Metaverse Tourism: A Flow Theory Perspective

Abstract

Based on the stimulus-organism-response (SOR) framework and flow theory, this study investigates the effects of the characteristics of the metaverse (interactivity, storytelling, gamification, soundscape, authenticity of virtual destinations) - flow, memory, nostalgia, and attachment to destination - tourists' actual visit intention. A total of 502 samples from different regions of China were collected through a questionnaire survey, and the data were analyzed using the smart partial least squares method (SmartPLS). The results show interactivity, storytelling, gamification, soundscape and authenticity of the virtual destination jointly positively affect flow, and then flow has an enhancing effect on memory and attachment to destination. Then memory positively affects nostalgia and actual visit intention, nostalgia can also positively affect actual visit intention, Finally, attachment to destination has a positive impact on actual visit intention. This study provides a theoretical basis for metaverse tourism and provides practical guidance for destination marketers.