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Exploring the nexus between usage motivation and behavioral intention in metaverse hospitality and tourism: moderation and mediation insights

Qi Wu, Junhui Wang

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 19 December 2024

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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

Copyright © 2024, Emerald Publishing Limited

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