The virtual voyage: understanding the factors affecting metaverse adoption in the tourism and hospitality industry

Abstract

Metaverse technology has the potential to revolutionise the way we travel, experience places, and engage with tourism establishments. However, due to its early development stage, individuals tend to resist the adoption of this new technology. In this regard, this study aims to understand the factors that can impact individuals’ intention to adopt metaverse technology in the tourism and hospitality sector. Drawing on the Behavioural Reasoning Theory (BRT), this study employed PLS-SEM to analyse the innovation and resistance factors impacting metaverse adoption. The framework was analysed using a representative sample of 422 individuals who have experienced metaverse technology. The findings suggest that ‘reasons for' have a significant impact on individuals’ attitudes, which further impacts their intention towards metaverse adoption. The results also confirmed the impact of social mimetism on ‘reason for adoption' and ‘reason against adoption' towards metaverse technology. This study is an early attempt to employ BRT in the field of metaverse that outlines the significance of cognitive reasoning in the individuals’ decision-making process.

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