Purpose

This study aims to apply the theory of consumption value to analyze the utilization of Metaverse technologies within hospitality and tourism while examining the factors that impact consumer intentions to use the Metaverse.

Design/methodology/approach

This paper aims to consider an extensive study spanning the period October 2021 to March 2023 was conducted to understand the shifts in an individual's intention to use Metaverse technologies in hospitality.

Findings

The findings of this study confirm that individual attitudes to the Metaverse and trust in Metaverse technologies significantly impact their intention to use the Metaverse.

Practical implications

The study aims to provide fresh insights into how individuals perceive Metaverse technologies in the context of choosing hotels and resorts, which enriches the understanding of consumer behaviors around Metaverse technology in hospitality.

Originality/value

This study aims to consider not only tourist intentions to use the Metaverse but also how diverse consumption values impact user attitudes, an area currently underresearched.

中文翻译：

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酒店业中的元宇宙技术：利用消费价值观理论揭示消费者态度和信任因素

 目的

本研究旨在应用消费价值理论来分析虚拟宇宙技术在酒店和旅游业中的使用情况，同时探讨影响消费者使用虚拟宇宙的意愿的因素。

设计/方法论/途径

本文旨在考虑进行一项涵盖 2021 年 10 月至 2023 年 3 月期间的广泛研究，以了解个人在酒店业使用元界技术的意图的转变。

 发现

这项研究的结果证实，个人对元宇宙的态度和对元宇宙技术的信任显着影响他们使用元宇宙的意图。

 实际意义

该研究旨在为个人在选择酒店和度假村时如何看待元界技术提供新的见解，从而丰富人们对酒店业元界技术消费者行为的理解。

 原创性/价值

这项研究的目的不仅是考虑游客使用元宇宙的意图，还考虑多样化的消费价值观如何影响用户的态度，这是目前研究不足的领域。