Journal
TOURISM REVIEW
Volume -, Issue -, Pages -Publisher
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/TR-06-2023-0393
Keywords
Metaverse tourism; Metaverse; Self-determination theory; Theory of planned behaviour; Generation Z; Generation Y
Categories
Ask authors/readers for more resources
This study investigates the determinants of participating in metaverse tourism for Gen Z and Gen Y, and finds that attitude, perceived behavioral control, and intrinsic motivation have a positive effect on tourists' intention to participate.
Purpose Guided by the self-determination theory and theory of planned behaviour, this study aims to examine the determinants of participating in metaverse tourism for Gen Z and Gen Y.Design/methodology/approach The cross-sectional method was used to collect data from 248 respondents from Gen Z and Gen Y tourists. The research model was evaluated using the partial least squares-structural equation modelling (PLS-SEM).Findings The PLS-SEM results supported the positive effect of attitude and perceived behavioural control on tourists' intention to participate in the metaverse tourism. In addition, the crucial role of intrinsic motivation in raising individuals' cognitive beliefs about metaverse tourism was confirmed.Originality/value In addition to the theoretical contributions, the findings provide several managerial implications for tourism practitioners, scholars and metaverse developers to help them make insightful decisions and promote the development of metaverse tourism.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available