Human values and traveler behaviors: metaverse for conferences and meetings

ABSTRACT

The main purpose of this article is testing the factors that influence the use of the metaverse for conferences/meetings, the moderating effects of human values and the gender, and the age of users on this relationship. A convenience sampling approach was employed in order to gather data in Korea. The findings revealed that the users accepted the metaverse as a valuable technology in regard to virtually assisting conferences and meetings. The performance expectancy, social influence, and a lack of anxiety were specifically the most significant predictors of behavioral intention about the use of the metaverse for conferences/meetings.

KEYWORDS:

• Metaverse
• traveler behaviors
• tourism industry
• conference/meeting industry
• technology innovation
• behavioral models
• the unified theory of acceptance and use of technology (UTAUT2) model
• human values
• structural equation model (SEM)
• portrait values questionnaire

Disclosure statement

No potential conflict of interest was reported by the author(s).