A systematic literature review on Gen Z’s adoption of metaverse tourism in Malaysia: Models and research gaps

Abstract

Metaverse tourism is an emerging technology that could change how people experience travel by using smart tourism systems with extended reality (XR) tools, such as virtual reality (VR) and augmented reality (AR). Interest in using Metaverse technologies in the travel industry has grown quickly, with more studies and businesses exploring this area. This review looks at existing research on how Metaverse tourism is adopted. Using the PRISMA method, 26 relevant studies were selected and analyzed based on specific criteria. Most of the research so far has used traditional models like the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT) to understand technology adoption. The review points out that there are gaps in current research and suggests future directions. These include combining different theoretical models, studying specific contexts, and developing new frameworks to better understand what influences the adoption of Metaverse tourism.