探索元虚拟酒店和旅游业中使用动机与行为意向之间的关系：调节和中介见解

IF 9.1 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Contemporary Hospitality Management Pub Date : 2024-12-19 DOI:10.1108/ijchm-05-2024-0685

Qi Wu, Junhui Wang

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摘要

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

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.

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来源期刊

International Journal of Contemporary Hospitality Management Multiple-

CiteScore

16.90

自引率

31.50%

发文量

239

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.