Purpose

The purpose of this paper is to explore user engagement (UE) within the Metaverse (MV) environment, emphasising the crucial role of immersive experiences (IEs). This study aims to understand how IEs influence UE and the mediating effects of hedonic value (HV) and utilitarian value (UV) on this relationship. Additionally, the authors examine the moderating impacts of user perceptions (UPs) such as headset comfort, simulation sickness, prior knowledge and ease of use on the utilisation of the MV. This study seeks to elucidate the dynamics of virtual travel at a pre-experience stage, enhancing the comprehension of how digital platforms can revolutionise UE in travel and tourism.

Design/methodology/approach

This study used a triangulation methodology to provide a thorough investigation into the factors influencing UE in the MV. A systematic literature review (SLR) was conducted to frame the research context and identify relevant variables. To gather empirical data, 25 interviews were performed with active MV users, supplemented by a survey distributed to 118 participants. The data collected was analysed using structural equation modelling (SEM) to test the hypothesised relationships between IEs, UPs, HV and UV and their combined effect on UE within the MV.

Findings

The findings from the SEM indicate that engaging in the MV leads to a positive IE, which significantly enhances UE. Additionally, it was discovered that HV and UV play a mediating role in strengthening the link between IEs and UE. Furthermore, UPs, including headset comfort, simulation sickness, prior knowledge and ease of use, are significant moderators in the relationship between IEs and MV usage. These insights provide a nuanced understanding of the variables that contribute to and enhance UE in virtual environments.

Originality/value

This research contributes original insights into the burgeoning field of digital tourism by focusing on the MV, a rapidly evolving platform. It addresses the gap in the existing literature by delineating the complex interplay between IEs, UPs and value constructs within the MV. By using a mixed-method approach and advanced statistical analysis, this study provides a comprehensive model of UE specific to virtual travel platforms. The findings are particularly valuable for developers and marketers in the hospitality and tourism sectors seeking to capitalise on digital transformation and enhance UE through immersive technologies.

中文翻译：

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通过旅行和旅游网站的沉浸式体验，通过 Metaverse 环境评估用户参与度

 目的

本文的目的是探索 Metaverse (MV) 环境中的用户参与度 (UE)，强调沉浸式体验 (IE) 的关键作用。本研究旨在了解 IE 如何影响 UE 以及享乐价值 (HV) 和功利价值 (UV) 在这种关系中的中介作用。此外，作者还研究了用户感知 (UP) 的调节影响，例如耳机舒适度、模拟晕眩感、先验知识和易用性对 MV 使用的影响。本研究旨在阐明虚拟旅行在体验前阶段的动态，增强人们对数字平台如何彻底改变旅行和旅游领域的虚拟体验的理解。

设计/方法论/途径

本研究使用三角测量方法对 MV 中影响 UE 的因素进行了彻底的调查。进行了系统文献综述（SLR）来构建研究背景并确定相关变量。为了收集经验数据，我们对活跃的 MV 用户进行了 25 次访谈，并辅以向 118 名参与者分发的调查。使用结构方程模型 (SEM) 分析收集的数据，以测试 IE、UP、HV 和 UV 之间的假设关系及其对 MV 内 UE 的综合影响。

 发现

SEM 的研究结果表明，参与 MV 会带来积极的 IE，从而显着增强 UE。此外，我们还发现，HV 和 UV 在加强 IE 和 UE 之间的联系方面发挥着中介作用。此外，UP，包括耳机舒适度、模拟晕眩、先验知识和易用性，是 IE 和 MV 使用之间关系的重要调节因素。这些见解提供了对虚拟环境中有助于和增强用户体验的变量的细致入微的理解。

 原创性/价值

这项研究通过关注快速发展的 MV 平台，为新兴的数字旅游领域提供了独到的见解。它通过描述 IE、UP 和 MV 中的价值结构之间复杂的相互作用来弥补现有文献中的空白。通过使用混合方法和先进的统计分析，本研究提供了针对虚拟旅行平台的 UE 综合模型。这些发现对于酒店和旅游业寻求利用数字化转型并通过沉浸式技术增强用户体验的开发商和营销人员来说特别有价值。