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This paper aims to examine the impact of metaverse experiences on customers’ offline behavioral intentions: How do customers’ visits to a hospitality business’s virtual property in the metaverse affect their intentions to visit the physical property in the real world?

Based on the general learning model and social cognitive theory, this research hypothesizes the positive impact of metaverse experiences on customers’ visit intentions and explores two boundary conditions for positive impact: user–avatar resemblance and servicescape similarity. Two experimental studies were conducted.

Metaverse experience has a significant impact on customers’ visit intentions, and this impact is moderated by user–avatar resemblance and servicescape similarity.

This research addresses the call for empirical studies regarding the effects of metaverse experience on people’s behavioral intentions.

As one of the earliest empirical studies on the marketing effects of the metaverse, this research provides a basis for future metaverse studies in the hospitality field.

This research focuses on the Metaverse's evolving trend and the potential application of blockchain technology in the accounting of virtual assets in this digital domain. The Metaverse introduces a new economy in which users may earn real-world revenue through virtual activities, necessitating the need for efficient and dependable virtual asset accounting. Blockchain technology, with its decentralized and immutable record, appears to be a viable answer to these problems. This chapter discusses the present status of blockchain technology for accounting for virtual assets in the Metaverse as well as its potential role for businesses and the economy. It also determines the technology's issues and limits and makes recommendations for further development. The findings indicate that blockchain technology has the potential to transform virtual asset accounting in the Metaverse by improving security, transparency, and consistency. However, scalability and legal/regulatory issues must be overcome before it can completely achieve its promise. Accounting experts, developers, and stakeholders interested in the convergence of blockchain technology and the Metaverse economy will find this chapter useful.

The purpose of this study is to conduct a systematic literature review of the adoption of immersive marketing technology (IMT) in terms of strategic planning of its adoption, resource requirements and its implications and challenges.

This study categorizes and contextualizes qualitative approaches to evaluate the literature, with Scopus databases serving as the primary source of 90 selected articles in the areas of information technology, business and marketing strands. Theme analysis was carried out using thematic techniques and grounded approach principles to facilitate thematic coding and generate theme analysis.

The analysis was supported by the three concepts of business flexibility, agility and adaptability, which were drawn as a strategy for IMT adoption. The findings presented three main themes: proactive flexibility, responsive agility and reactive adaptability that enable business owner–managers to craft a strategy for IMT adoption.

The novel contribution of this study is the inclusion of key implications related to IMT as a starting point of the next level of innovative marketing for all academics, practitioners and business owner–managers.

Organizations have started using the metaverse to sell non-fungible tokens, execute engineering processes and conduct business meetings. A condition of creating value by moving business processes to the metaverse is acceptance of this technology. In business-to-business scenarios, internal employees and external partners may have different views on the topic but must agree upon new practices. Understanding common motivations and challenges associated with using the metaverse is crucial to its success.

The authors interviewed managers from a pharmaceutical company considering conducting meetings with clients in the metaverse. A series of 23 statements on reasons for (non)-use was generated. Twenty-five individuals (13 employees and 12 clients) then ranked these statements against each other, revealing what would drive or hinder their metaverse use. The authors compared these perspectives to identify common issues.

The authors identified four different views. Views 1 and 2 correspond to internal and external participants, while Views 3 and 4 correspond to external ones only. View 1 is skeptical and underlines the role of peers in acceptance. View 2 is a positive perspective centered on usefulness. View 3 is ambivalent and is centered on efforts required to use the metaverse. View 4 reveals a reversed perspective wherein using the metaverse is a low-effort activity.

This paper proposes a case study probing acceptance of a realistic business use of the metaverse. This paper identifies risks to mitigate and motivations to leverage when proposing metaverse usage in a business-to-business context.

This study aims to explore how social media affects decision-making among tourists and whether there is a potential effect of age, which is studied through generations. For this purpose, baby boomers, Gen X, Gen Y and Gen Z tourists are studied and real-time implications are offered.

The study adopts a descriptive and exploratory design where the conceptual model of social media-based decision-making is developed through a review of the literature. Quantitative analysis is conducted on primary data from 600 Indian tourists. This is done using a self-administered questionnaire adopted from Gulati (2022) after checking its validity and reliability. The statistical analysis for hypothesis testing is done using PLS-SEM path modelling on pooled data. To study the categorical moderating effect of generations, partial least squares multigroup analysis (PLS-MGA) is performed as a paired comparison on every successive generation.

After testing every successive younger generation with an older generation through PLS-MGA, none of the pairs found any significant differences in path coefficients, as the values obtained were 0.05 < p < 0.95 for all five paths (SM → NR, SM → IS, SM → E, SM → P, SM → PPB). This indicates all the generations behave in a similar manner irrespective of them being older or younger, and age does not moderate social media’s impact on decision-making among Indian tourists.

The study establishes India as a unique geographical market and suggests tourism marketers to treat all generations at par, irrespective of age, as they behave and interact with social media in a similar manner. But, because this study is restricted to a single geographical location, i.e. India, further regions can be explored for global generalisation. Future research can also explore other demographics for combined, moderated analysis. Findings from the study suggest that marketers should ensure that equal attention is given to all generations as they engage with social media in a similar manner. Targeted marketing using artificial intelligence can help in ensuring custom ads. Personalisation according to generations can also facilitate greater purchases.

The study fills a major population and knowledge gap by exploring a topic that has been highly under-researched. Also, the study adopts an inclusive approach by analysing all the generations, both younger and older, to understand the potential effect of age on moderating the impact that social media has on tourist decision-making. Further, real-time suggestions and implications are offered to tourism marketers with special reference to the Indian tourism industry.

Industry 4.0 is exacerbating the need for offsite construction (OSC) adoption, and this rapid transformation is pushing the boundaries of construction skills towards extensive modernisation. The adoption of this modern production strategy by the construction industry would redefine the position of OSC. This study aims to examine whether the existing skills are capable of satisfying the needs of different OSC types.

A critical literature review evaluated the impact of transformative technology on OSC skills. An existing industry standard OSC skill classification was used as the basis to develop a master list that recognises emerging and diminishing OSC skills. The master list recognises 67 OSC skills under six skill categories: managers, professionals, technicians and trade workers, clerical and administrative workers, machinery operators and drivers and labourers. The skills data was extracted from a series of 13 case studies using document reviews and semi-structured interviews with project stakeholders.

The multiple case study evaluation recognised 13 redundant skills and 16 emerging OSC skills such as architects with building information modelling and design for manufacture and assembly knowledge, architects specialised in design and logistics integration, advanced OSC technical skills, factory operators, OSC estimators, technicians for three dimensional visualisation and computer numeric control operators. Interview findings assessed the current state and future directions for OSC skills development. Findings indicate that the prevailing skills are not adequate to readily relocate construction activities from onsite to offsite.

To the best of the authors’ knowledge, this research is one of the first studies that recognises the major differences in skill requirements for non-volumetric and volumetric OSC types.

The purpose of this study is to determine what technological strategies were used within each of the phases of the ADDIE framework when developing content for professional training. The study also examined the affordances of those technologies in training.

A PRISMA systematic review methodology (Moher et al., 2015) was utilized to answer the four questions guiding this study. Specifically, the PRISMA extension Preferred Reporting Items for Systematic Reviews and Meta-Analysis for Protocols (PRISMA-P, Moher et al., 2015) was used to direct each stage of the research, from the literature review to the conclusion. In addition, the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA principles; Liberati et al., 2009) are used to guide the article selection process.

The findings reveal that the majority of the studies were in healthcare (36%) and education (24%) and used an online format (65%). There was a wide distribution of ADDIE used with technology across the globe. The coding for the benefits of technology use in the development of the training solution revealed four trends: 1) usability, 2) learning approaches, 3) learner experience and 4) financial.

This systematic review only examined articles published in English, which may bias the findings to a Western understanding of how technology is used within the ADDIE framework. Furthermore, the study examined only peer-review academic articles from scholarly journals and conferences. While this provided a high level of assurance about the quality of the studies, it does not include other reports directly from training providers and other organizations.

These findings can be used as a springboard for training providers, scholars, funders and practitioners, providing rigorous insight into how technology has been used within the ADDIE framework, the types of technology, and the benefits of using technology. This insight can be used when designing future training solutions with a better understanding of how technology can support learning.

This study provides insight into the uses of technology in training. Many of these findings and uses of technology within ADDIE can also transfer to other aspects of society.

This study is unique in that it provides the scholarly community with the first systematic review to examine what technological strategies were used within each of the phases of the ADDIE structure and how these technologies provided benefits to developing a training solution.

The use of augmented reality (AR) and experiential learning go hand in hand. Although AR learning opportunities have been well discussed, there is limited empirical research on the use of AR within higher education settings. Drawing from the uses and gratifications theory (U&GT), this study aims to explore the use of AR for learning satisfaction and student engagement, while also examining differences in learning styles.

This study used experiments with higher education students in the UK to explore the use of AR as part of the learning experience. Data from 173 students who experienced AR as part of their learning experience were analysed using partial least square analysis.

The authors found that hedonic, utilitarian, sensual and modality gratifications influence AR learning satisfaction and student engagement. Furthermore, the authors found differences between active and passive learners with regards to utilitarian (information seeking, personalisation) and sensual gratifications (immersion, presence) and effects on learning satisfaction.

This study developed and validated a U&GT framework incorporating different learning styles rooted in Kolb’s learning cycle. Findings provide important implications for the use of commercial AR applications as part of the learning experience within higher education settings.

This study aimed to identify subgroups of esports players based on their gaming behavior patterns across game genres and compare self-efficacy, social efficacy, loneliness and three dimensions of quality of life between these subgroups.

324 participants were recruited from prolific academic to complete an online survey. We employed latent profile analysis (LPA) to identify subgroups of esports players based on their behavioral patterns across genres. Additionally, a one-way multivariate analysis of covariance (MANCOVA) was conducted to test the association between cluster memberships and development and well-being outcomes, controlling for age and gender as covariates.

LPA analysis identified five clusters (two single-genre gamer groups, two multigenre gamer groups and one all-genre gamer group). Univariate analyses indicated the significant effect of the clusters on social efficacy, psychological health and social health. Pairwise comparisons highlighted the salience of the physical enactment-plus-sport simulation genre group in these outcomes.

This study contributes to the understanding of the development and well-being benefits experienced by various esports consumers, as well as the role of specific gameplay in facilitating targeted outcomes among these consumer groups.

The purpose of this study is to investigate the influence that technological, environmental and organizational factors have on the rate of Internet of Things (IoT) adoption within the logistics industry. In addition, the moderating effect that the risk factor has on the technological, environmental and organizational factors regarding the implementation of IoT in logistics.

For the purpose of testing the models and hypotheses, a survey was carried out in order to collect the responses from currently employed individuals at various companies working in the field of logistics or IoT. For the purpose of analysis, the authors made use of the partial least squares structure equation model (PLS-SEM) technique.

Findings of this study concluded that technology- and environmental-related factors significantly affect the adoption of IoT in logistics, while risk acts as a moderator for the technological-related factor only in the adoption of IoT in logistics.

The relevance of the authors' study lies in the growing importance of IoT in logistics and the need for logistics companies to understand the factors that impact the adoption of IoT in their operations. By identifying and analyzing the factors that influence IoT adoption in logistics, the authors' study provides valuable insights that can help logistics companies make informed decisions about whether and how to adopt IoT.

The research will help organizations make strategies for the successful adoption of IoT and ease the lives of all the stakeholders.

In this research, the authors attempted to find the factors that influence the adoption of IoT in logistics management. The influence of the technological, environmental, organizational and risk-related factors on the adoption of IoT in logistics management was studied. The moderating effect of risk over these factors on the adoption of IoT in logistics was also analyzed. This is original work and has never been done earlier.