Exploring metaverse-enabled festival experiences: dynamics of virtual environments, immersion and electronic word of mouth in cultural tourism

Purpose This study aims to explore the connections among festival metaverse environments, immersive experiences, social interactions and electronic word of mouth (eWOM), which is a burgeoning sector that merges disruptive technology with cultural experiences. Design/methodology/approach This study uses a mixed-methods design, drawing on survey data from 442 participants and interview data from 22 respondents. Findings Four dimensions of festival metaverse scenes are identified: aesthetics, layout, technical safety and creativity. The quantitative results suggest that these scene attributes are associated with eWOM in ways that depend on tourists’ levels of immersive experience and social interaction. The qualitative findings further illustrate how metaverse-based festival environments encourage visitors to engage with, interpret and share their cultural tourism experiences. Practical implications This study offers practical implications for destination marketers, festival organizers and technology developers to design more engaging digital cultural experiences. Originality/value This study contributes to the festival tourism literature by explaining how metaverse festival environments influence tourists’ intentions to share.