Beyond reality: examining consumer intention to embrace metaverse within hospitality

Purpose This study intends to unmask the antecedents of metaverse adoption intention (MAI) within the Indian hospitality industry. To achieve this objective, we extended the “unified theory of acceptance and use of technology” (UTAUT) by integrating additional constructs: “perceived cyber risk” (PCR), “trust” (TR), “personal innovativeness in IT” (PIT) and “hedonic motivation” (HM). Design/methodology/approach A quantitative research methodology was employed, utilizing data gathered through an online survey disseminated via Google Forms to evaluate the constructs of the study. Convenience and snowball sampling were used, and the proposed relationships were analyzed using “partial least squares structural equation modeling” (PLS-SEM). Findings The study presents a robust model explaining MAI among Indian hospitality consumers, with a high R² of 81%, indicating strong predictive relevance. Core UTAUT constructs (PE, EE, SI and FC) and additional constructs (TR, HM and PIT) positively influence MAI, while PCR negatively impacts it. Research limitations/implications This research enhances the existing body of knowledge by providing a deeper insight into metaverse adoption among hospitality consumers in India. The proposed framework provides a more nuanced perspective on metaverse adoption, extending beyond conventional technological factors. Originality/value This study is distinctive in its integration of four additional constructs- PCR, TR, PIT and HM- into the original UTAUT model, thereby addressing a gap in the existing literature. Furthermore, it advances the understanding of the metaverse by identifying key antecedents influencing MAI among Indian hospitality consumers.