Examining the impact of consumption values and hedonic motivation on metaverse adoption in Ayurveda health tourism

This study applied consumption value theory to identify the dimensions influencing metaverse usage for Ayurveda health tourism. By integrating this theory into the hedonic motivation model, we establish a coherent framework for analyzing the flow experience and metaverse usefulness driving tourist travel intentions for Ayurveda tourism. Data collected from a cross-sectional survey of 494 tourists examined both metaverse tourism motivation and metaverse Ayurveda tourism values driving travel intentions for Ayurveda tourism. Structural equation models through Smart PLS were used to verify the validity and reliability. The model’s resilience was validated by predictive modelling using PLSpredict. The findings show that dimensions influencing metaverse tourism usage was tested and illustrated through five consumption values: (i) functional value, (ii) social value, (iii) conditional value, (iv) epistemic value and (v) economical value. This study contributes to our understanding of the important factors that influence travelers’ intentions to interact with metaverse platforms for Ayurvedic tourism, including perceived usefulness, hedonic motivation, and flow experience. The results offer insightful guidance for metaverse platforms developers and the tourism industry, emphasizing the factors to be prioritized to increase traveler’s engagement and more effectively promote Ayurvedic tourism in virtual settings.