Being a tourist in the metaverse: A netnography and grounded theory adaptive experiential research on virtual reality

This thesis is a qualitative study aimed at understanding how metaverse technology, one of the most advanced applications of digital transformation, is experienced in the context of tourism. Titled "Being a Tourist in the Metaverse: A Netnography and Grounded Theory Adaptive Experiential Research on Virtual Reality" this study analyzes the meaning of tourist experiences conducted through virtual reality (VR) and how these experiences are constructed within theoretical frameworks. The main objective of the research is to reveal in depth the effects of being a tourist in the metaverse at the individual and social levels, to conceptualize the potential outcomes of virtual tourism experiences, and to produce original findings that will shed light on sectoral applications. It also aims to provide a theoretical framework by thoroughly examining the emotional, cognitive, and social dimensions that stand out in metaverse-based tourism experiences. In this regard, a three-stage research design was adopted methodologically. In the first stage, a netnographic thematic analysis was applied based on 813 user comments collected through Meta Store regarding the application tested in the thesis. In the second stage, participants were provided with a one-hour virtual tourism experience covering the destinations of Machu Picchu and Antarctica using the Meta Quest 3. In the third stage, in-depth semi-structured interviews were conducted after the experience. The data were analyzed using open, axial, and selective coding techniques via the MAXQDA program. The analysis process was approached using the Grounded Theory approach, and after conceptual saturation was achieved, a theoretical proposal was developed. Additionally, triangulation was applied throughout the research process by combining data, methodology, and theory to increase the validity and reliability of the research. The research findings revealed 10 key dimensions related to the metaverse experience in tourism: "time, price, interaction, technology, education, sense of presence, entertainment, enjoyment, flow, and perception of reality." Participants reported an increase in their desire to visit real tourist destinations through virtual experiences, suggesting that virtual and physical tourism are not mutually exclusive but complementary. Additionally, a theoretical framework consisting of five dimensions, one of which is core, has been outlined: "Experiential Depth, Content and Design Quality, User Satisfaction, Accessibility and Usability, Expectation and Development Demand." Participants experienced high levels of focus and sensory engagement in the metaverse environment, and the uniqueness of the experience and its connection to reality were decisive factors in satisfaction and the intention to revisit. However, technological limitations, content gaps, and accessibility issues weaken certain aspects of the experience. The thesis highlights the need to design more effective, inclusive, and multidimensional metaverse experiences that can meet users' expectations and needs, thereby contributing meaningfully to both theory and practice.