Purpose: Designing an effective metaverse experience through a tourism digital-twin platform is crucial to the success of metaverse tourism. How such a digital-twin platform should appeal to target users, however, lacks exploration. The study aims to advance a conceptual contribution by successfully creating a metaverse experience through a well-designed digital-twin platform. It also aims to show how the design science approach in tourism can enrich our understanding of digital-twin platform design elements introduced in metaverse experience design.

Design/methodology/approach: Guided by the design science approach in tourism, this research conceptualizes the role of digital-twin elements in metaverse experience design and proposes a one-factor between-subject experimental design to examine the effect.

Findings: This research conceptualizes how eight unique configurations of digital-twin design, which are embellished in two or three dimensions, shape tourists’ metaverse experience and physical travel intention.

Practical implications: The results offer operators clear strategic guidance on designing an effective tourism digital-twin platform.

Originality/value: This study not only identifies the impact of digital-twin platform design elements but also clarifies how such elements affect customers’ metaverse experiences.

摘要

目的: 通过旅游数字孪生平台设计有效的元宇宙旅游体验, 对元宇宙旅游的成功至关重要。然而, 这样一个 旅游数字孪生平台应该如何吸引目标用户,还缺乏探索。该研究旨在通过精心设计的数字孪生平台成功塑 造旅游者的元宇宙体验, 从而在概念上做出贡献。它还旨在展示旅游设计科学方法如何丰富我们对元宇宙 体验设计中引入的数字孪生平台设计要素的理解。

设计/方法/途径: 在旅游设计科学方法的指导下, 本研究将概念化数字孪生平台设计元素在元宇宙体验设 计中的作用, 并提出了一个单因素的受试者间实验设计来检验效果。

研究结果: 本研究将数字孪生平台设计的九种独特配置概念化, 这些配置在三个维度上得到了点缀, 塑造了 游客的元宇宙旅游体验和现实旅游意向。

实践意义: 研究结果为产业者设计有效的旅游数字孪生平台提供了明确的战略指导。

原创: 现有的研究是第一个研究数字孪生平台设计元素的影响, 阐明了这些元素如何影响旅游者的元宇宙 体验。