129401 20260217205515.0 doi 10.1016/j.ijinfomgt.2023.102726 sideral 135610 ART-2024-135610 eng Flavián, Carlos Universidad de Zaragoza (orcid)0000-0001-7118-9013 The dark side of the metaverse: The role of gamification in event virtualization 2024 Access copy available to the general public Unrestricted The virtualization of cultural events in the metaverse creates opportunities to generate valuable and innovative experiences that replicate and extend in-person events; but the process faces associated challenges. In the absence of relevant empirical studies, the aim of this article is to analyze the positive and negative aspects of the user experience in a cultural event held in the metaverse. A mixed-methods approach is employed to test the proposed hypotheses. The results from three focus groups demonstrated the difficulty that users face in focusing their attention on the main elements of the metaverse, and the inability of this virtual sphere to convey the authenticity of a cultural event. Based on these findings, a metaverse-focused quantitative study was conducted to examine whether perceived gamification mitigate the negative effects of users failing to pay attention in their metaverse experiences. When users increased their attention levels, their ability to imagine the real experience and their perceptions of the authenticity of the cultural event increased, which produced positive behavioral intentions. This is one of the first studies to empirically analyze the tourist experience in the metaverse; managers and policymakers can benefit from the results to hold valuable virtual cultural events. info:eu-repo/grantAgreement/ES/DGA-FSE/LMP51-21 info:eu-repo/grantAgreement/ES/DGA/S20-23R info:eu-repo/grantAgreement/ES/MCIU/FPU18-02037 info:eu-repo/grantAgreement/ES/MICIU/PID2019-105468RB-I00 info:eu-repo/semantics/openAccess by https://creativecommons.org/licenses/by/4.0/deed.es 27.0 2024 INFORMATION SCIENCE & LIBRARY SCIENCE 1 / 166 = 0.006 2024 Q1 T1 6.26 2024 Artificial Intelligence 2024 Q1 Computer Networks and Communications 2024 Q1 Information Systems 2024 Q1 Marketing 2024 Q1 Library and Information Sciences 2024 Q1 Management Information Systems 2024 Q1 Information Systems and Management 2024 Q1 54.9 2024 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Ibáñez-Sánchez, Sergio Universidad de Zaragoza (orcid)0000-0003-3088-4102 Orús, Carlos Universidad de Zaragoza (orcid)0000-0002-8253-4713 Barta, Sergio Universidad de Zaragoza (orcid)0000-0001-8353-3870 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 75 (2024), 102726 [13 pp.] Int. j. inf. manage. INTERNATIONAL JOURNAL OF INFORMATION MANAGEMENT 0268-4012 1218872 http://zaguan.unizar.es/record/129401/files/texto_completo.pdf Versión publicada 2763626 http://zaguan.unizar.es/record/129401/files/texto_completo.jpg?subformat=icon icon Versión publicada oai:zaguan.unizar.es:129401 articulos driver 2026-02-17-20:26:39 ARTICLE