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

This study aims to examine the relationship between metaverse usage motivations and metaverse behavioral intention through Self-Determination Theory.

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.

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.

These insights can inform targeted marketing strategies, guiding the future development of metaverse tourism and hospitality.