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

Debarun Chakraborty (Indian Institute of Management Nagpur, Nagpur, India)
Prashant Mehta (Symbiosis Centre for Management Studies, Noida, Constituent of Symbiosis International (Deemed University), Pune, India)
Sangeeta Khorana (Aston Business School, Birmingham, UK)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 17 September 2024

347

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.

Keywords

Citation

Chakraborty, D., Mehta, P. and Khorana, S. (2024), "Metaverse technologies in hospitality: using the theory of consumption values to reveal consumer attitudes and trust factors", International Journal of Contemporary Hospitality Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJCHM-09-2023-1500

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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