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.

中文翻译：

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探索元宇宙酒店和旅游中使用动机和行为意图之间的联系：审核和中介洞察

 目的

本研究旨在通过自我决定理论检验元宇宙使用动机与元宇宙行为意图之间的关系。

设计/方法/方法

本研究使用调节中介模型分析了 501 名 18 岁及以上的韩国人样本，他们之前有使用元宇宙的经验。

 发现

结果表明，元宇宙使用动机与游客行为意向之间存在显著的直接影响，游客满意度显著中介了这种关系。此外，元宇宙旅游的真实性和流动性也对模型具有显著的调节作用。

 原创性/价值

这些洞察可以为有针对性的营销策略提供信息，指导元宇宙旅游和酒店的未来发展。