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Age-inclusive hospitality and tourism: navigating the metaverse travel with avatar

Fei Hao (School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong SAR, China)
Ki-Joon Back (Conrad N. Hilton College of Global Hospitality Leadership, University of Houston, Houston, Texas, USA)
Kaye Kye Sung Kye-Sung Chon (School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong SAR, China)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 9 October 2024

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Abstract

Purpose

This study aims to investigate the impact of virtual tours on the engagement and travel intentions of older adults, emphasizing the role of emotional and informative content. It aims to enhance travel confidence and reduce stress among older travelers, fostering inclusive tourism through advanced avatar technology.

Design/methodology/approach

Using two between-subjects experiments, this research compares the effects of emotion-driven and knowledge-centric virtual tours on older adults. It explores the mediating role of travel confidence and stress reduction, along with the moderating influence of positive psychological cues on engagement and travel intentions.

Findings

The results highlight the potential of technology in promoting inclusive tourism. Emotionally engaging virtual tours significantly increase travel intentions among older adults by boosting confidence and alleviating stress, with positive psychological cues enhancing these effects.

Practical implications

This study offers valuable insights for tourism industry stakeholders by suggesting the development of avatar-based virtual tours tailored to the emotional and cognitive needs of older travelers. This approach could create more accessible and satisfying tourism experiences for older travelers.

Originality/value

This study extends the socioemotional selectivity theory to the realm of metaverse travel, providing a novel perspective on the emotional and cognitive engagement of older adults in the metaverse. This underscores the importance of inclusive technology in addressing the needs of older travelers.

Keywords

Acknowledgements

This project received funding from The Research Grants Council under the RGC Early Career Scheme, [P0047204, 25504823]; the Innovation and Technology Commission, [P0043294, ITS/028/22FP]; and the Research Grants Council under the RGC General Research Fund, [15505324]; The Hong Kong Polytechnic University (UGC), [P0043849, P0043864, P0045695, P0045911]; University Grants Committee [P0045486]; Walter & Wendy Kwok Family Foundation Professorship in International Hospitality Management.

Conflict of interest: There is no conflict of interest to declare.

Citation

Hao, F., Back, K.-J. and Chon, K.K.S.K.-S. (2024), "Age-inclusive hospitality and tourism: navigating the metaverse travel with avatar", International Journal of Contemporary Hospitality Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJCHM-03-2024-0323

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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