Purpose The metaverse is a transformative platform with the potential to reshape hospitality
and tourism by promoting sustainable practices. Despite growing interest, the connection …

Virtual reality (VR) has opened new possibilities for creative expression, while the 360-
degree head-worn display (HWD) delivers a fully immersive experience in the world of art …

Purpose The purpose of this study is to propose and test a theoretical model investigating
factors that influence travelers' intention to use travel-related information shared by other …

Purpose There is a void in systematically assessing obstructive factors as antecedents in the
technology acceptance model (TAM). Three obstructive factors are investigated, namely …

Tourism live streaming has emerged as a promising business model for showcasing tourism
products to a broad audience. However, streamers must retain viewers before effectively …

Purpose Online brand communities (OBCs) and their role in determining consumer behavior
is gathering interest of theorists and practitioners. This study examines the role of OBCs in …

Purpose This study aims to test the impact of avatars on consumer psychological states,
engagement, and purchase intention in the online retail environment with reference to the …

Integrating Artificial Intelligence (AI) into marketing has revolutionised this field, offering new
avenues of innovation and efficacy. This study aims to unveil the prevailing trends and …

Virtual technologies can have a positive impact on the educational process, and their
integration into teaching has become increasingly popular over the years. The primary aim …

The synergy between the accommodations and the untouched beauty of UNESCO's Global
Geoparks ensures an unforgettable encounter, blending comfort with adventure and …