How does the metaverse travel experience influence virtual and actual travel behaviors? Focusing on the role of telepresence and avatar identification

Abstract

Although the tourism industry is exploring the potential of the metaverse, the nature of the metaverse travel experience and its psychological and behavioral consequences have not been fully examined. This study aims to analyze the empirical linkage between the experience value of metaverse travel and both virtual and actual travel intentions by focusing on the role of telepresence and avatar identification. Study 1 qualitatively identified four experience values: utilitarian, social, hedonic, and sensory. Study 2 quantitatively analyzed the significant impact of these experience values on telepresence and its subsequent impact on both actual and continuous virtual travel intentions. It was found that similarity and ideal avatar identification moderate the impact of telepresence on future travel intentions. As an initial empirical research that investigated the influence of metaverse travel experiences, theoretical and practical implications are discussed.