Shin, SeunghunKoo, ChulmoKim, JungkeunGursoy, Dogan2026-02-122026-02-122024-04-17International Journal of Contemporary Hospitality Management, ISSN: 0959-6119 (Print); 0959-6119 (Online), Emerald, ahead-of-print(ahead-of-print). doi: 10.1108/ijchm-10-2023-15670959-61190959-6119http://hdl.handle.net/10292/20632Purpose: This paper aims to examine the impact of metaverse experiences on customers’ offline behavioral intentions: How do customers’ visits to a hospitality business’s virtual property in the metaverse affect their intentions to visit the physical property in the real world? Design/methodology/approach: Based on the general learning model and social cognitive theory, this research hypothesizes the positive impact of metaverse experiences on customers’ visit intentions and explores two boundary conditions for positive impact: user–avatar resemblance and servicescape similarity. Two experimental studies were conducted. Findings: Metaverse experience has a significant impact on customers’ visit intentions, and this impact is moderated by user–avatar resemblance and servicescape similarity. Research limitations/implications: This research addresses the call for empirical studies regarding the effects of metaverse experience on people’s behavioral intentions. Originality/value: As one of the earliest empirical studies on the marketing effects of the metaverse, this research provides a basis for future metaverse studies in the hospitality field.This is the Author Accepted Manuscript version of an article published in the International Journal of Contemporary Hospitality Management © Emerald Publishing Limited. The Version of Record is available via subscription at DOI: 10.1108/ijchm-10-2023-156735 Commerce, Management, Tourism and Services3503 Business Systems In Context3504 Commercial Services3506 Marketing3508 TourismBehavioral and Social Science1504 Commercial Services1505 Marketing1506 TourismSport, Leisure & TourismMetaverseGeneral learning modelSocial cognitive theoryAvatarServicescapeJournal ArticleOpenAccess10.1108/ijchm-10-2023-1567