Understanding metaverse support and metaverse tourism support: from a stimulus–organism–response perspective

Purpose The development of metaverse and metaverse tourism is an inevitable trend driven by technological advances, economic transformation and societal needs, requiring deeper understanding and research. This study, based on cognitive evaluation theory and the Stimulus–Organism–Response model, aims to investigate how metaverse interest, prior knowledge and perceived quality – as key antecedents – influence support for metaverse and metaverse tourism, while also assessing the mediating role of perceived value. Design/methodology/approach This study used structural equation modeling to analyze a sample of 470 Korean individuals aged 14 years and above, who had experience using metaverses and metaverse tourism. Findings The results indicate that individuals’ interest in the metaverse, prior knowledge and perceived quality all have a positive impact on perceived value, which in turn significantly enhances their support for the metaverse. Furthermore, individuals’ support for metaverse has a significant positive impact on their support for metaverse tourism. Originality/value The findings of this study fill a theoretical gap in existing research on the metaverse and metaverse tourism while providing practical insights for industry practitioners, contributing to the future development of this field.