Skip to main content
SpringerLink
Log in

An empirical study of the impact of metaverse storytelling on intentions to visit

  • Original Research
  • Published:
Information Technology & Tourism Aims and scope Submit manuscript

Abstract

The purpose of this study is to explore how storytelling in a metaverse environment impacts on potential tourists’ real-world visit intentions. An empirical study based on 283 questionnaires was conducted to achieve this goal. Results show that storytelling in metaverse will significantly enhance consumers’ sense of presence, interaction and immersion, thereby, improving the destination image. The improvement of the destination image will significantly increase the potential tourists’ visit intention in real-world. This paper is one of the earliest studies on the relationship between storytelling in metaverse and real-world tourism intention, which is of great significance to the development of tourism management theory and practice management.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1
Fig. 2

Similar content being viewed by others

Data availability

Please contact the corresponding author upon reasonable request.

Notes

  1. The purpose of inserting the video link was to allow the interviewee to quickly get into character, related links https:// www. bilib ili. com/ video/ BV1jt 4y1u7 f1/.

References

  • Anderson JC, Gerbing DW (1988) Structure equation model in practice: a review and recommended two-step approach. Psychol Bull 103(3):411–423

    Article  Google Scholar 

  • Attiq S, Rasool H, Iqbal S (2017) The impact of supportive work environment, trust, and self-efficacy on organizational learning and its effectiveness: a stimulus–organism response approach. Bus Econ Rev 9(2):73–100

    Article  Google Scholar 

  • Baltar F, Brunet I (2012) Social research 2.0: virtual snowball sampling method using Facebook. Internet Res 22(1):57–74. https://doi.org/10.1108/10662241211199960

    Article  Google Scholar 

  • Banyai M, Glover TD (2012) Evaluating research methods on travel blogs. J Travel Res 51(3):267–277

    Article  Google Scholar 

  • Bassano C, Barile S, Piciocchi P, Spohrer JC, Iandolo F, Fisk R (2019) Storytelling about places: tourism marketing in the digital age. Cities 87:10–20

    Article  Google Scholar 

  • Benitez J, Henseler J, Castillo A, Schuberth F (2020) How to perform and report an impactful analysis using partial least squares: guidelines for confirmatory and explanatory IS research. Inf Manag 57(2):103168

    Article  Google Scholar 

  • Bietti LM, Tilston O, Bangerter A (2019) Storytelling as adaptive collective sensemaking. Top Cogn Sci 11(4):710–732

    Article  Google Scholar 

  • Bosangit C, Hibbert S, McCabe S (2015) “If I was going to die I should at least be having fun”: travel blogs, meaning and tourist experience. Ann Tour Res 55:1–14

    Article  Google Scholar 

  • Buhalis D, Leung D, Lin M (2023) Metaverse as a disruptive technology revolutionising tourism management and marketing. Tour Manag 97:104724

    Article  Google Scholar 

  • Cater C, Albayrak T, Caber M, Taylor S (2021) Flow, satisfaction and storytelling: a causal relationship? Evidence from scuba diving in Turkey. Curr Issue Tour 24(12):1749–1767

    Article  Google Scholar 

  • Chan TK, Cheung CM, Lee ZW (2017) The state of online impulse-buying research: a literature analysis. Inf Manag 54(2):204–217

    Article  Google Scholar 

  • Dahan NA, Al-Razgan M, Al-Laith A, Alsoufi MA, Al-Asaly MS, Alfakih T (2022) Metaverse framework: a case study on e-learning environment (ELEM). Electronics 11(10):1616

    Article  Google Scholar 

  • Drolet AL, Morrison DG (2001) Do we really need multiple-item measures in service research? J Serv Res 3(3):196–204

    Article  Google Scholar 

  • Edwards D, Cheng M, Wong IA, Zhang J, Wu Q (2017) Ambassadors of knowledge sharing. Int J Contemp Hosp Manag 29(2):690–708. https://doi.org/10.1108/IJCHM-10-2015-0607

    Article  Google Scholar 

  • Flynn EE (2022) Enacting relationships through dialogic storytelling. Linguist Educ 71:101075

    Article  Google Scholar 

  • Fornell C, Bookstein FL (1982) Two structural equation models: LISREL and PLS applied to consumer exit-voice theory. J Market Res 19(4):440–452

    Article  Google Scholar 

  • Fornell C, Larcker DF (1981) Evaluating structural equation models with unobservable and measurement error. J Mark Res 18(3):39–50

    Article  Google Scholar 

  • Gao L, Bai X (2014) A unified perspective on the factors influencing consumer acceptance of internet of things technology. Asia Pac J Mark Logist 26:211–231

    Article  Google Scholar 

  • Go H, Kang M (2023) Metaverse tourism for sustainable tourism development: tourism agenda 2030. Tour Rev 78(2):381–394

    Article  Google Scholar 

  • González-Rodríguez MR, Díaz-Ferńandez MC, Pino-Mejías MA (2020) The impact of virtual reality technology on tourists’ experience: a textual data analysis. Soft Comput 24(3):13879–13892

    Article  Google Scholar 

  • Guo H, Gao W (2022) Metaverse-powered experiential situational english-teaching design: an emotion-based analysis method. Front Psychol 13:859159–859159

    Article  Google Scholar 

  • Gursoy D, Malodia S, Dhir A (2022) The metaverse in the hospitality and tourism industry: an overview of current trends and future research directions. J Hosp Mark Manag 31:527–534

    Google Scholar 

  • Hair JF Jr, Hult GTM, Ringle CM, Sarstedt M (2021) A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications, Thousand Oaks

    Book  Google Scholar 

  • Han D, tom Dieck MC, Jung T (2018) User experience model for augmented reality applications in urban heritage tourism. J Herit Tour 13(1):46–61

    Article  Google Scholar 

  • Hay NA, Chien PM, Ruhanen L (2022) Tell me your story: branding destinations through residents’(place) stories. J Vacat Mark 28(3):319–334

    Article  Google Scholar 

  • Henseler J, Ringle CM, Sarstedt M (2015) A new criterion for assessing discriminant validity in variance-based structural equation modeling. J Acad Mark Sci 43(1):115–135

    Article  Google Scholar 

  • Hong JJ, Yang J, Wooldridge BR, Bhappu AD (2021) Sharing consumers’ brand storytelling: influence of consumers’ storytelling on brand attitude via emotions and cognitions. J Prod Brand Manag 31(2):265–278

    Article  Google Scholar 

  • Hu LT, Bentler PM (1999) Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives. Struct Equ Model 6(1):1–55

    Article  Google Scholar 

  • Huang YC, Backman KF, Backman SJ, Chang LL (2016) Exploring the implications of virtual reality technology in tourism marketing: an integrated research framework. Int J Tour Res 18(2):116–128

    Article  Google Scholar 

  • Jung TH, tom Dieck MC (2017) Augmented reality, virtual reality, and 3D printing for the co-creation of value for the visitor experience at cultural heritage places. J Place Manag Dev 10(2):140–151

    Article  Google Scholar 

  • Jung T, Tom Dieck MC, Lee H, Chung N (2016) Effects of virtual reality and augmented reality on visitor experiences in museum. In: Information and Communication Technologies in Tourism 2016: Proceedings of the International Conference in Bilbao, Spain, February 2-5, 2016, pp. 621–635

  • Jung Y, Choi B, Cho W (2021) Group satisfaction with group work under surveillance: the stimulus–organism–response (SOR) perspective. Telemat Inform 58:101530

    Article  Google Scholar 

  • Kennedy-Shaffer L, Qiu X, Hanage WP (2021) Snowball sampling study design for serosurveys early in disease outbreaks. Am J Epidemiol 190(9):1918–1927

    Article  Google Scholar 

  • Kim MJ, Hall CM (2020) What drives visitor economy crowdfunding? The effect of digital storytelling on unified theory of acceptance and use of technology. Tour Manag Perspect 34:100638

    Article  Google Scholar 

  • Kim SH, Song MK, Shim C (2020) Storytelling by medical tourism agents and its effect on trust and behavioral intention. J Travel Tour Mark 37(6):679–694

    Article  Google Scholar 

  • Kozinets RV (2022) Immersive netnography: a novel method for service experience research in virtual reality, augmented reality and metaverse contexts. J Serv Manag 34(1):100–125

    Article  Google Scholar 

  • Lee UK, Kim H (2022) UTAUT in Metaverse: An “Ifland” Case. J Theor Appl Electron Commer Res 17(2):613–635

    Article  Google Scholar 

  • Liang SH, Lai IKW (2023) Tea tourism: Designation of origin brand image, destination image, and visit intention. J Vacat Mark 29:409–427

    Article  Google Scholar 

  • Liang H, Saraf N, Hu Q, Xue Y (2007) Assimilation of enterprise systems: the effect of institutional pressures and the mediating role of top management. MIS Q 31:59–87

    Article  Google Scholar 

  • Liang S, Qin L, Zhang M, Chu Y, Teng L, He L (2022) Win big with small: the influence of organic food packaging size on purchase intention. Foods 11(16):2494

    Article  Google Scholar 

  • Lund NF, Cohen SA, Scarles C (2018) The power of social media storytelling in destination branding. J Destin Mark Manag 8:271–280

    Google Scholar 

  • Malhotra NK, Kim SS, Patil A (2006) Common method variance in IS research: a comparison of alternative approaches and a reanalysis of past research. Manag Sci 52(12):1865–1883

    Article  Google Scholar 

  • McCabe S, Foster C (2006) The role and function of narrative in tourist interaction. J Tour Cult Change 4(3):194–215

    Article  Google Scholar 

  • Mehrabian A, Russell JA (1974) An approach to environment psychology. MIT Press, Cambridge

    Google Scholar 

  • Merchant A, Ford JB, Sargeant A (2010) Charitable organizations’ storytelling influence on donors’ emotions and intentions. J Bus Res 63(7):754–762. https://doi.org/10.1016/j.jbusres.2009.05.013

    Article  Google Scholar 

  • Moin SMA, Hosany S, O’Brien J (2020) Storytelling in destination brands’ promotional videos. Tour Manag Perspect 34:100639

    Google Scholar 

  • Montargot N, Férérol ME, Kallmuenzer A (2023) Storytelling and digitalization as opportunities for spa towns. Curr Issue Tour 26(1):91–104

    Article  Google Scholar 

  • Moscardo G (2020) Stories and design in tourism. Ann Tour Res 83:102950

    Article  Google Scholar 

  • Nazir MU, Yasin I, Tat HH (2021) Destination image’s mediating role between perceived risks, perceived constraints, and behavioral intention. Heliyon 7(7):e07613

    Article  Google Scholar 

  • Nilsson JH, Zillinger M (2020) Free guided tours: storytelling as a means of glocalizing urban places. Scand J Hosp Tour 20(3):286–301

    Article  Google Scholar 

  • Park SM, Kim YG (2022) A metaverse: taxonomy, components, applications, and open challenges. IEEE Access 10:4209–4251

    Article  Google Scholar 

  • Pera R (2017) Empowering the new traveller: storytelling as a co-creative behaviour in tourism. Curr Issue Tour 20(4):331–338

    Article  Google Scholar 

  • Podsakoff PM, MacKenzie SB, Lee JY, Podsakoff NP (2003) Common method biases in behavioral research: a critical review of the literature and recommended remedies. J App Psychol 88(5):879

    Article  Google Scholar 

  • Ringle CM, Sarstedt M (2012) A critical look at the use of PLS-SEM in MIS quarterly. MIS Q. https://doi.org/10.2307/41410402

    Article  Google Scholar 

  • Rose F (2012) The art of immersion: how the digital generation is remaking Hollywood, Madison Avenue, and the way we tell stories. WW Norton & Company, New York

    Google Scholar 

  • Tan WK, Wu CE (2016) An investigation of the relationships among destination familiarity, destination image and future visit intention. J Destin Mark Manag 5(3):214–226

    Google Scholar 

  • Tang Z, Warkentin M, Le W (2019) Understanding employees’ energy saving behavior from the perspective of stimulus–organism–responses. Resour Conserv Recycl 140:216–223

    Article  Google Scholar 

  • Wong JY, Lee SJ, Lee WH (2016) ‘Does it really affect me?’ Tourism destination narratives, destination image, and the intention to visit: examining the moderating effect of narrative transportation. Int J Tour Res 18(5):458–468

    Article  Google Scholar 

  • Woodside AG (2010) Brand-consumer storytelling theory and research: introduction to a psychology and marketing special issue. Psychol Mark 27(6):531–540. https://doi.org/10.1002/mar.20342

    Article  Google Scholar 

  • Wu X, Lai IKW (2021) Identifying the response factors in the formation of a sense of presence and a destination image from a 360-degree virtual tour. J Destin Mark Manag 21:100640

    Google Scholar 

  • Yang S (2023) Storytelling and user experience in the cultural metaverse. Heliyon 9(4):e14795

    Article  Google Scholar 

  • Yang FX, Wang Y (2023) Rethinking metaverse tourism: a taxonomy and an agenda for future research. J Hosp Tour Res. https://doi.org/10.1177/10963480231163509

    Article  Google Scholar 

  • Yang S, Zhang W (2022) Presence and flow in the context of virtual reality storytelling: what influences enjoyment in virtual environments? Cyberpsychol Behav Soc Netw 25(2):101–109

    Article  Google Scholar 

  • Yang T, Yang F, Men J (2022) The impact of Danmu technological features on consumer loyalty intention toward recommendation vlogs: a perspective from social presence and immersion. Inf Technol People 35(4):1193–1218

    Article  Google Scholar 

  • Zaman U, Aktan M, Agrusa J, Khwaja MG (2022) Linking regenerative travel and residents’ support for tourism development in Kaua’i Island (Hawaii): moderating-mediating effects of travel-shaming and foreign tourist attractiveness. J Travel Res 62:782–801

    Article  Google Scholar 

  • Zhang H, Fu X, Cai LA, Lu L (2014) Destination image and tourist loyalty: a meta-analysis. Tour Manag 40:213–223

    Article  Google Scholar 

  • Zhang W, Wang Y, Zhang T (2021) Can “live streaming” really drive visitors to the destination? From the aspect of “social presence.” SAGE Open 11(1):21582440211006692

    Article  Google Scholar 

  • Zhao Y, Wang AF, Sun Y (2020) Technological environment, virtual experience, and mooc continuance: a stimulus–organism–response perspective. Comput Educ 144:103721–103721

    Article  Google Scholar 

Download references

Funding

Supported by the funding of Shandong Social Science Planning Project (22DGLJ25).

Author information

Authors and Affiliations

  1. Department of Business and Administration, Shandong Jiaotong University, Jinan, China

    Wenkun Zhang

  2. Department of Business and Administration, Mokpo University, Mokpo, Korea

    Yanan Wang

Authors
  1. Wenkun Zhang
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Yanan Wang
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Yanan Wang.

Ethics declarations

Conflict of interest

No conflict of interest exits in the submission of this manuscript, and manuscript is approved by all authors for publication. I would like to declare on behalf of my co-authors that the work described was original research that has not been published previously, and not under consideration for publication elsewhere, in whole or in part. All the authors listed have approved the manuscript that is enclosed.

Additional information

Publisher's Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Appendices

Appendix 1: Measurement items

DI

The quality of tourism infrastructure is good

The peoples of the place are friendly

The place is rich in cultural heritage

Generally, the place is a pleasant place to visit

VI

I would like to visit this place in the future

I would like to recommend my friends to visit this place

I plan to revisit this place

PR

There is a sense of human contact in the metaverse virtual tour

There is a sense of personalness in the metaverse virtual tour

There is a sense of human warmth in the metaverse virtual tour

There is a sense of human sensitivity in the metaverse virtual tour

INT

There is a sense of interaction with members in the metaverse virtual tour

There is a sense of interaction with local destination in the metaverse virtual tour

Generally, the overall interaction feeling is good in the metaverse virtual tour

Generally, I can get a sense of belongness in the metaverse virtual tour

IM

While I was previewing the metaverse virtual tour, I could interact with the view as if I was in the real world

While I was previewing the metaverse virtual tour, I felt detached from the outside world

While I was previewing the metaverse virtual tour, I felt completely immersed

While I was previewing the metaverse virtual tour, I felt completely immersed

ST

The metaverse’s storytelling was memorable

The metaverse’s storytelling included enough evidence

The metaverse’s storytelling described in great detail

The metaverse’s storytelling was enjoyable

The metaverse’s storytelling was informative

Appendix 2: The case of storytelling in metaverse: butterfly spring in Yunnan China

figure a

Appendix 3: The process of data collection

Process

Detail

Process 1: Literature review

 

Process 2: Questionnaire design

 

Process 3: Pilot test

(1) Experts in the field of tourism management were invited to check the quality of the questionnaire design

(2) Invite university students to have a metaverse experience in a multimedia classroom and evaluate the questionnaire according to their own feelings

(3) The questionnaire was revised based on the feedback from the pre-test

Process 4: data collection

(1) Restricted questions were set in order to target respondents with experience of the metaverse

(2) Collect the required questionnaires by snowballing

(3) Quality control of the questionnaire: e.g. response time, similarity of answers, etc

Rights and permissions

Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law.

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Zhang, W., Wang, Y. An empirical study of the impact of metaverse storytelling on intentions to visit. Inf Technol Tourism 25, 411–432 (2023). https://doi.org/10.1007/s40558-023-00261-0

Download citation

  • Received:

  • Revised:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s40558-023-00261-0

Keywords

Search

Navigation