Sustainable tourism in the age of digitalization: how metaverse, engagement and well-being influence responsible travel choices

Purpose This study aims to explore how metaverse experiences, visitor well-being, engagement and environmental awareness influence responsible travel behavior, integrating the theory of planned behavior (TPB) with digital engagement and cognitive mechanisms. Furthermore, it explores the mediating role of big data capability and learning ambidexterity (BDLA) and the moderating role of leader conscientiousness in proposed relationships. Design/methodology/approach The authors used an online survey to collect data (n = 336), which was later analyzed through SPSS and AMOS. Findings Findings suggest that immersive metaverse experiences, visitor well-being, engagement and environmental awareness play key roles in fostering responsible travel behavior. Mediation analysis reveals that BDLA facilitates the transition from virtual experiences to real-world responsible behavior. Leader conscientiousness strengthens the effect of engagement on sustainability, highlighting the role of leadership in promoting responsible tourism. Research limitations/implications The study offers theoretical contributions and practical insights for tourism stakeholders, emphasizing the potential of virtual experiences to drive ethical and environmentally conscious travel behaviors. Originality/value This is one of the early attempts to examine the effects of metaverse experiences on responsible travel behavior. Additionally, the mediating role of BDLA and the moderating role of leader conscientiousness in proposed relationships contribute to the novelty of this study.