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Social media offers better prospect for travellers to seek for travel information, choose a location and share their personal travel experiences. The current study aims to examine how tourists gather information from YouTube shorts and its influence on their intention to use it for selection of an ecotourism destination.

The conceptual model of the study is constructed on information adoption model (IAM). An adaptive questionnaire was utilised to gather 374 valid responses. Partial least square structural equational modelling (PLS-SEM) was utilised for data analysis.

The results showed a positive significant relationship between all the constructs of IAM. The findings also show significant mediating effect of attitude and moderating effect of involvement between information quality and adoption also between source credibility and information usefulness.

This study will help destination marketers by providing valuable insights to them to promote their destinations more effectively on social media platforms. This study will also help travel influencers in understanding what are the factors they should focus on while providing information about ecotourism destination. It will additionally help the local economy and conveys a message to travellers about responsible travel behaviour when selecting or visiting ecotourism destination.

This is the very first attempt to investigate the adoption of YouTube shorts information and formulating behavioural intentions to utilise it for ecotourism destination selection.

The disconnect between producers and consumers is a fundamental issue causing irregularities, inefficiencies and leakages in the agricultural sector, leading to detrimental impacts on all stakeholders, particularly farmers. Despite the potential benefits of Metaverse technology, including enhanced virtual representations of physical reality and more efficient and sustainable crop and livestock management, research on its impact in agriculture remains scarce. This study aims to address this gap by identifying the critical success factors (CSFs) for adopting Metaverse technology in agriculture, thereby paving the way for further exploration and implementation of innovative technologies in the agricultural sector.

The research employed integrated methodology to identify and prioritise critical success criteria for Metaverse adoption in the agricultural sector. By adopting a mixed-method technique, the study identified a total of 15 CSFs through a literature survey and expert consultation, focusing on agricultural and technological professionals and categorising them into three categories, namely “Technological”, “User Experience” and “Intrinsic” using Kappa statistics. Further, the study uses grey systems theory and the Ordinal Priority Approach to prioritise the CSFs based on their weights.

The study identifies 15 CSFs essential for adopting Metaverse technology in the agricultural sector. These factors are categorised into Technological, User Experience-related and Intrinsic. The findings reveal that the most important CSFs for Metaverse adoption include market accessibility, monetisation support and integration with existing systems and processes.

Identifying CSFs is essential for successful implementation as a business strategy, and it requires a collaborative effort from all stakeholders in the agriculture sector. The study identifies and prioritises CSFs for Metaverse adoption in the agricultural sector. Therefore, this study would be helpful to practitioners in Metaverse adoption decision-making through a prioritised list of CSFs in the agricultural sector.

The study contributes to the theory by integrating two established theories to identify critical factors for sustainable agriculture through Metaverse adoption. It enriches existing literature with empirical evidence specific to agriculture, particularly in emerging economies and reveals three key factor categories: technological, user experience-related and intrinsic. These categories provide a foundational lens for exploring the impact, relevance and integration of emerging technologies in the agricultural sector. The findings of this research can help policymakers, farmers and technology providers encourage adopting Metaverse technology in agriculture, ultimately contributing to the development of environment-friendly agriculture practices.