Murat NazliCagri BulutYasin OzarslanNazli, MuratBulut, CagriOzarslan, Yasin2025-10-0620251368-35001747-760310.1080/13683500.2024.23768852-s2.0-85198370496http://dx.doi.org/10.1080/13683500.2024.2376885https://gcris.yasar.edu.tr/handle/123456789/7078https://doi.org/10.1080/13683500.2024.2376885This 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.Englishinfo:eu-repo/semantics/closedAccessGen Z, metaverse, travel intention, virtual museum, sustainable tourismVIRTUAL-REALITY, TOURISTSGen ZMetaverseTravel IntentionSustainable TourismVirtual MuseumArticle