Outlet Title

Issues in Information Systems

Document Type

Article

Publication Date

2026

Abstract

This study investigates the factors influencing the adoption of responsible metaverse technologies in museums, archaeological institutions, and tourism organisations. Immersive technologies such as virtual reality, augmented reality, and artificial intelligence offer significant opportunities for enhancing cultural heritage preservation, visitor engagement, and sustainable tourism experiences. However, fragmented digital infrastructures and limited interoperability remain major barriers to effective metaverse implementation. To address this issue, the study integrates the Unified Theory of Acceptance and Use of Technology (UTAUT) with the responsible metaverse perspective. The proposed model examines the effects of performance expectancy, effort expectancy, social influence, and facilitating conditions on behavioural intention and metaverse usage. In addition, unification is introduced as a moderating variable representing interoperability and seamless technological integration across immersive environments. The study contributes theoretically by extending UTAUT into responsible metaverse ecosystems and highlighting the importance of interoperability in sustainable digital transformation within museums and tourism organisations.

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