Exploring the nexus between usage motivation and behavioral intention in metaverse hospitality and tourism: moderation and mediation insights
基于自我决定理论，分析了501名韩国元宇宙用户的动机如何通过满意度影响行为意向，并发现真实性和沉浸感具有调节作用，对旅游营销有指导意义。
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.