Murat NazlıCagri Kaderoglu BulutYasin Ozarslan2025-10-062025136835001368-35001747-760310.1080/13683500.2024.2376885https://www.scopus.com/inward/record.uri?eid=2-s2.0-85198370496&doi=10.1080%2F13683500.2024.2376885&partnerID=40&md5=2ea97affd4d3434253c546aad10a32d6https://gcris.yasar.edu.tr/handle/123456789/8056This 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. © 2025 Elsevier B.V. All rights reserved.EnglishGen Z, Metaverse, Sustainable Tourism, Travel Intention, Virtual Museum, Ecotourism, Museum, Perception, Travel Behavior, Young Population, Egypt, Scotland, Turkey, United Kingdomecotourism, museum, perception, travel behavior, young population, Egypt, Scotland, Turkey, United KingdomArticle