Behavioral Intentions in Metaverse Tourism: An Extended Technology Acceptance Model with Flow Theory

This study aims to develop a new theoretical framework from the perspective of the Technology Acceptance Model (TAM), incorporating flow theory, to explore the factors influencing behavioral intentions to participate in metaverse tourism. Using data from 518 respondents with metaverse experience and participation in metaverse tourism, the study employed R Studio and Structural Equation Modeling (SEM) to test the relationships between variables in the model. The results indicate that metaverse flow has a significant positive impact on users’ perceived usefulness and perceived ease of use, with flow demonstrating strong explanatory power as a precursor factor. Perceived usefulness and perceived ease of use are predictors of users’ attitudes to using metaverse technology. A positive attitude towards the metaverse can enhance users’ support for metaverse tourism and their behavioral intention to participate in it, while support also positively influences behavioral intention. Support for metaverse tourism acts as a clear mediator between attitudes and behavioral intention. The newly developed theoretical framework in this study provides a fresh perspective for metaverse tourism research and helps enrich empirical analysis in this field. By deeply analyzing tourists’ behavioral intentions, the study provides valuable insights for stakeholders to develop targeted marketing strategies and services, thus promoting the future development of metaverse tourism.