Exploring the Digital Frontier: How Chinese Gen Z Embrace or Resist the Metaverse in Travel

In today's digital age, the Metaverse is becoming a hot topic, blending fun, work, and social life into one virtual space. But how does this new technology affect travel and tourism, especially for China's Gen Z? A recent study dug into this question, focusing on what makes this generation tick when it comes to adopting the Metaverse for leisure travel. The study looked at two key theories: Innovation Resistance Theory (IRT) and Innovation Diffusion Theory (IDT). IRT helps understand what holds people back from trying new tech, while IDT explains what makes them more likely to embrace it. The research found that Chinese Gen Z tourists face several barriers when considering the Metaverse for travel. These include worries about risk, the value they see in it, how it fits with their lifestyle, and even traditional cultural factors. On the flip side, certain aspects of the Metaverse make it more appealing. If the technology feels compatible with their lives, if they can try it out easily, and if it offers clear advantages over current options, they are more likely to give it a shot. Personal innovativeness also plays a big role. People who are naturally more open to new ideas and tech find it easier to overcome these barriers and see the benefits of the Metaverse. The study surveyed 400 Chinese Gen Z tourists to gather this data. The findings suggest that while there are challenges to Metaverse adoption in tourism, there are also strong factors that can drive its success. This research not only adds to the existing knowledge but also offers practical advice for companies developing Metaverse tourism services.