VIRTUAL VOYAGES: IDENTIFYING BARRIERS AFFECTING GEN Z AND GEN Y SATISFACTION IN METAVERSE TOURISM

Abstract

This study investigates the impact of various inhibiting factors on the intentions and overall satisfaction of Generation Z and Y virtual tourists engaging with WonderVerse Indonesia, a metaverse-based tourism platform. Using covariance-based structural equation modeling (CB-SEM), the research tests five hypotheses, focusing on how perceived complexity, cost, and technological and social threats influence user behavior. The findings reveal that perceived complexity, high costs, and concerns over technological and social threats significantly decrease users' intentions to engage with the platform. However, when users have stronger intentions to engage, their overall satisfaction with the virtual tourism experience increases significantly. These results provide key insights into the barriers hindering user adoption of metaverse tourism, particularly among younger generations. By identifying these factors, the study offers valuable guidance for managers, developers, and decision-makers in the metaverse tourism industry. It highlights the need to reduce perceived complexity and mitigate costs and perceived threats to enhance user engagement. Furthermore, the study emphasizes the importance of strengthening user intentions to boost satisfaction. These insights are crucial for improving the design and marketing strategies of virtual tourism platforms like WonderVerse Indonesia to ensure their long-term success and relevance in the rapidly evolving digital tourism landscape.