Metaverse technologies in hospitality: using the theory of consumption values to reveal consumer attitudes and trust factors

Abstract

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.