Exploring the nexus between usage motivation and behavioral intention in metaverse hospitality and tourism: moderation and mediation insights
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 19 December 2024
Abstract
Purpose
This study aims to examine the relationship between metaverse usage motivations and metaverse behavioral intention through Self-Determination Theory.
Design/methodology/approach
This study analyzed a sample of 501 South Korean individuals aged 18 and older who had prior experience using the metaverse, using a moderated mediation model.
Findings
The results indicate a significant direct effect between metaverse usage motivation and tourist behavioral intention, with tourist satisfaction significantly mediating this relationship. In addition, the authenticity and flow of metaverse tourism also have significant moderating effects on the model.
Originality/value
These insights can inform targeted marketing strategies, guiding the future development of metaverse tourism and hospitality.
Keywords
Acknowledgements
This research received Foundation of Education Bureau of Hunan Provincein, China (Grant No.21B0078); Youth Project of Humanities and Social Sciences of the Ministry of Education in China (Grant No. 23YJC630050).
Citation
Wu, Q. and Wang, J. (2024), "Exploring the nexus between usage motivation and behavioral intention in metaverse hospitality and tourism: moderation and mediation insights", International Journal of Contemporary Hospitality Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJCHM-05-2024-0685
Publisher
:Emerald Publishing Limited
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