Abstract
A new era of technological advancement is emerging in the tourism sector, and one potential instrument to enhance sustainability is the metaverse. There is a lack of empirical research examining how the application of the metaverse within sustainable tourism frameworks in Africa, particularly in encouraging environmental protection, fostering economic inclusion, and supporting cultural preservation. This gap is noteworthy as the tourism industry seeks to balance growth with social and environmental responsibility.
In this study, the acceptance of the metaverse in sustainable tourism was investigated using a cross-sectional, quantitative research design with an online questionnaire to gather data from 400 tourism employees in Gauteng province. Eight hypotheses were tested, and structural equation modelling was used to analyse the responses. These hypotheses were informed by the unified theory of acceptance and use of technology, the cognition-motivation-emotion framework, and the diffusion of innovation theory. The findings confirm that performance expectancy, effort expectancy, social influence, and facilitating conditions significantly impact the acceptance of the metaverse, with the model exhibiting acceptable fit measures. Furthermore, behavioural intention was strongly influenced by compatibility and emotional readiness.
Research indicates that the metaverse has the potential to promote sustainable tourism by alleviating pressure on fragile environments, fostering immersive cultural experiences, and enhancing accessibility for a diverse range of tourists. However, concerns regarding energy consumption, infrastructural preparedness, and digital inequality persist. The contributions of this study include presenting one of the earliest African perspectives on metaverse acceptance, offering valuable insights for managers and policymakers, and expanding adoption models in sustainability contexts. The findings illustrate that to yield long-term benefits for the growth of tourism, the integration of the metaverse must be approached in an inclusive and responsible manner.