Metaverse tourism and Gen-Z and Gen-Y’s motivation: “will you, or won’t you travel virtually?”
Jiale Zhang, Farzana Quoquab, Jihad Mohammad
Abstract
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.