{"title":"Exploring the nexus between usage motivation and behavioral intention in metaverse hospitality and tourism: moderation and mediation insights","authors":"Qi Wu, Junhui Wang","doi":"10.1108/ijchm-05-2024-0685","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>This study aims to examine the relationship between metaverse usage motivations and metaverse behavioral intention through Self-Determination Theory.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>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.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>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.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>These insights can inform targeted marketing strategies, guiding the future development of metaverse tourism and hospitality.</p><!--/ Abstract__block -->","PeriodicalId":13744,"journal":{"name":"International Journal of Contemporary Hospitality Management","volume":"7 1","pages":""},"PeriodicalIF":9.1000,"publicationDate":"2024-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Contemporary Hospitality Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/ijchm-05-2024-0685","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 0
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.
期刊介绍：
The International Journal of Contemporary Hospitality Management serves as a conduit for disseminating the latest developments and innovative insights into the management of hospitality and tourism businesses globally. The journal publishes peer-reviewed papers that comprehensively address issues pertinent to strategic management, operations, marketing, finance, and HR management in the field of hospitality and tourism.
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