How does the metaverse transform festival tourism? A Cognitive-Affective Personality System (CAPS) theory

ABSTRACT

This study aims to investigate how metaverse scenes influence users’ metaverse flow experiences and their level of satisfaction, ultimately leading to electronic word-of-mouth in the context of the Guangfu Temple Fair. The partial least squares method was used to explore the conceptual model using 625 valid survey data points collected during the metaverse festival. The empirical results indicate that the metaverse scene has a substantial effect on visitors’ metaverse flow experience. Previous visits serve as key moderators in the relationship between the metaverse flow experience and user satisfaction with the metaverse environment pertaining to the festival.

KEYWORDS:

• Metaverse scene
• festivalscape
• metaverse flow experience
• electronic word of mouth
• Cognitive-Affective Personality System Theory

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This work was supported by the National Social Science Foundation of China [Project No:18BGL150], Philosophy and Social Sciences in Guangdong Province [Project No:GD23YGL15], and the Department of Education of Guangdong Province [Project No:2022GXJK456].