Driving engagement in metaverse-mediated tourism environments: exploring the role of perceived realism

Cheung, Man Lai ORCID: https://orcid.org/0000-0003-0320-1134, Leung, Wilson KS ORCID: https://orcid.org/0000-0002-0345-5508, Chang, Man Kit ORCID: https://orcid.org/0000-0002-4347-7840, Wong, Randy YM ORCID: https://orcid.org/0000-0001-6585-9973 and Tse, Sin Yan ORCID: https://orcid.org/0000-0002-6331-9997 (2024) Driving engagement in metaverse-mediated tourism environments: exploring the role of perceived realism. Internet Research. ISSN 1066-2243

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Abstract

Purpose Despite the promising development and marketing potential of the metaverse, our understanding of how realistic metaverse environments impact user engagement and behaviours remains limited. This study investigates the role of perceived realism in influencing user engagement, thereby affecting external search behaviour and visit intentions. Design/methodology/approach We surveyed 270 active metaverse users to test the research model. The data were analysed using partial least squares structural equation modelling (PLS-SEM). Findings The results of our study show that three dimensions of realism – avatar involvement, perceptual pervasiveness and social realism – significantly enhance user engagement, which in turn influences external search behaviour and visit intention. In contrast, simulation realism and freedom of choice have minimal effects on absorption and dedication. Research limitations/implications This study highlights the role of perceived realism in enhancing user engagement with the metaverse and its impact on physical world behaviours. It contributes to metaverse literature by demonstrating that engagement within the metaverse significantly influences physical world behaviours, including visit intentions and external search behaviours. Practical implications This study offers practical guidance for developers to enhance user engagement in metaverse environments. Specifically, our findings advocate for visual and audio quality enhancements, greater persuasiveness of virtual spaces, improved avatar representativeness and a closer alignment of metaverse activities with real-life events. Originality/value This study advances the theoretical understanding of perceived realism by examining how its dimensions – such as visual and audio quality, avatar representativeness and alignment with real-life events – impact user engagement in the metaverse. It also explores how this engagement influences offline behaviours, thus bridging the gap between virtual and real-world interactions.