Metaverse tourism experiences through a stimulus-organism-response lens: a juxtaposition with real tourism
Shiva Ezzatian, Mohamad Taghi Toghraee, Neda Torabi FarsaniPurpose
This study examines metaverse tourism experiences through the stimulus–organism–response (S–O–R) framework. It aims to identify how users’ psychological and behavioral responses are formed and to conceptually analyze them in relation to real-world tourism. The focus is on understanding users’ personal and cognition-driven experiences in the metaverse, rather than merely investigating technology adoption.
Design/methodology/approach
This study developed a qualitative S–O–R framework for metaverse tourism and positioned it alongside established real-world tourism structures through a juxtaposition approach. Qualitative data were collected from two sources: semi-structured interviews and specialized podcasts on the metaverse. Data analysis was performed using MAXQDA, and the juxtaposition approach was applied to interpret structural similarities and differences.
Findings
Results indicate that metaverse tourism is primarily cognition-driven, and stimuli such as personalization, interaction with avatars and imaginative environments activate users’ mental and perceptual processes. Affective experiences in the metaverse are brief and momentary, while real-world tourism provides continuous, multisensory affective engagement. The metaverse does not replace real travel but acts as a complementary layer and a preview tool for destinations.
Practical implications
Tourism managers and policymakers can use these findings to design hybrid experiences. The metaverse can offer travel previews, pre-visit learning and reduce uncertainty. However, excessive personalization or gamification may diminish the perceived authenticity of the experience. Ensuring equal access, managing cognitive load and balancing digital and real-world experiences are essential for the sustainable development of metaverse tourism.
Originality/value
This study uses qualitative data and the S–O–R framework to elucidate the psychological and behavioral mechanisms underlying metaverse tourism experiences. It conceptualizes “innovative exploration” as a distinct experiential pattern in metaverse tourism, rather than proposing a new causal model. This concept highlights the tension between exploration, learning and pretravel decision-making. It also helps refine existing experiential categories in digital tourism research.