Nazlı, MuratBulut, CağrıÖzarslan, Yasin2024-08-252024-08-2520241368-35001747-7603https://doi.org/10.1080/13683500.2024.2376885https://hdl.handle.net/20.500.14365/5447This early-stage study explores Gen Z's travel intentions and virtual museum visits in the metaverse by experiencing Egypt, Scotland, and Turkey. The subjective perception and judgment of Gen Z users are investigated in the immersive environment. Semi-structured interviews and laboratory sessions took place with 20 volunteers in three studies. Study 1 and Study 2 reveal different views of Gen Z concerning their travel intentions as two open-air experiences in the metaverse. Study 3 shows Gen Z perspectives of a virtual museum visit as an indoor experience. Through this study, we could form a link between the metaverse and Gen Z travel intentions using two travel applications for Egypt and Scotland, and a museum application for Turkey, which has rarely been discussed before. The study also guides an experience, interaction, interface design for VR 360 video and future-related tourism products and services for Gen Z users. The study illuminates the travel and metaverse relationship for future studies for practitioners and researchers.eninfo:eu-repo/semantics/closedAccessGen Zmetaversetravel intentionvirtual museumsustainable tourismVirtual-RealityTouristsArticle10.1080/13683500.2024.23768852-s2.0-85198370496