Metaverse in tourism education: A mixed method on vision, challenges and extended technology acceptance model

Abstract

The metaverse, an emerging educational frontier, presents boundless opportunities and distinct challenges for educators and students alike. This study delves into these aspects within the context of tourism education, employing a mixed-methods approach. It integrates in-depth interviews with 13 tourism academics and a quantitative survey of 268 tourism students. The qualitative data are meticulously coded, and the quantitative data are analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). This research not only conceptually outlines the future benefits of the metaverse, such as enhanced interactive learning and global classroom experiences but also empirically examines its impact on tourism students' engagement and learning outcomes. Key findings highlight both the empowering potential and the infrastructural and accessibility challenges posed by metaverse technology in tourism education. Ultimately, this study provides a holistic view of metaverse-based education's role in advancing the tourism industry, suggesting practical implications for technological adaptation and pedagogical strategies.