Purpose Rapid digital transformation following COVID-19 has increased the need for immersive tourism technologies. However, most prior studies focus on consumer adoption and overlook post-adoption and experiential factors among small and medium-sized enterprises (SMEs). Addressing this gap, the purpose of this study is to integrate the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), Flow Theory and Expectation-Confirmation Theory (ECT) into a unified Metaverse Adoption Continuance Framework to examine both adoption and continuance of metaverse tourism platforms among SMEs in Kuala Lumpur, Malaysia. Design/methodology/approach Data were collected from 388 SME owners and managers through structured surveys. Using partial least squares structural equation modelling, this study tested the mediating role of user experience and the moderating effects of technology-savviness and familiarity. Findings This study found that performance expectancy, effort expectancy, social influence, facilitating conditions, flow state, perceived enjoyment and presence positively influenced user experience, whereas privacy concerns had a negative effect. User experience significantly affects both behavioral intention and continued usage, which are strong predictors of adoption. Technology-savviness and familiarity moderate these relationships. Additionally, ethical and equity considerations, particularly privacy and digital inclusion, emerged as important contextual factors shaping SMEs’ adoption decisions. Research limitations/implications This study used a cross-sectional design, which limits the ability to see how perceptions and metaverse use change over time. Future research should adopt longitudinal methods to observe such changes. Because the data were self-reported, there is a possibility of bias, so future studies could include actual usage indicators. The focus on Kuala Lumpur tourism SMEs also limits generalization; comparing regions or cultures could improve validity. The Metaverse Adoption and Continuance Framework can be expanded by adding elements such as AI-based personalization and blockchain security. Qualitative studies can further explore emotional, social and ethical aspects of metaverse use. Practical implications This study provides useful insights for tourism SMEs, policymakers and technology developers. Tourism SMEs can enhance user experience by creating simple, engaging and affordable metaverse content such as guided virtual tours and browser-based virtual reality. Collaboration with universities and start-ups can reduce costs and promote innovation. Policymakers can support digital transformation through grants, training and improved broadband access. Ethical practices, including transparent data protection and inclusive design, are vital to build user trust and social equity. Balancing immersive engagement with privacy safeguards ensures sustainable adoption and wider community benefits. Social implications This study highlights the potential of metaverse technologies to enhance digital inclusion and innovation among tourism SMEs, particularly in developing economies. By promoting immersive virtual tourism, SMEs can reach broader and more diverse audiences, including individuals with mobility limitations. The findings of this study emphasize the need for digital literacy and privacy awareness to encourage socially responsible technology adoption. Moreover, supporting SMEs in this digital transition can generate employment opportunities in VR content development, digital training and related services, contributing to inclusive economic growth and stronger community resilience in the post-pandemic tourism landscape. Originality/value This study refines existing hybrid adoption continuance models by benchmarking against prior frameworks and contextualizing them for Malaysian tourism SMEs. This study contributes theoretically by integrating experiential and post-adoption constructs and practically by offering actionable insights into SME digital readiness, ethical data governance and sustainable metaverse implementation.
Mari et al. (Tue,) studied this question.