UNDERSTANDING DRIVERS OF CONSUMER ACCEPTANCE OF METAVERSE TECHNOLOGIES FOR TRAVEL PLANNING AND TOURISM EXPERIENCES IN IRAQ

Abstract

This research examined factors driving consumer adoption of metaverse technologies for travel planning and tourism purposes. An online survey based on the Unified Theory of Acceptance and Use of Technology (UTAUT) model was administered to 327 metaverse users and aware non-users. Results showed Performance Expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, trust, personal innovativeness, and need for uniqueness positively influenced intentions to use metaverse travel platforms. Price value had insignificant effects. Intention to use strongly predicted metaverse usage behavior. The findings highlight the significance of utilitarian motivations like usefulness and ease of use alongside hedonic motivations like enjoyment and visual appeal in shaping adoption decisions. Social influences and technology-facilitating conditions also play an enabling role. Practical implications indicate the need for tourism organizations to convince travelers of metaverse benefits, improve usability, highlight hedonics, leverage social channels, and provide supporting resources to drive adoption. The research makes meaningful theoretical contributions by extending the UTAUT model into the novel context of metaverse tourism platforms. The study enriches existing technology acceptance frameworks by incorporating tourism-specific variables and validating their relevance.