From Technology Acceptance to Platform Attachment: Hospitality Training in Metaverse

Abstract

Evolving from augmented and virtual reality environments, the metaverse offers unique immersion, presence, interaction, and persistence, setting it apart from other online platforms. This study employs an experimental design to test a model examining how technology acceptance and platform attachment, driven by situatedness in the metaverse, impact learning in hospitality education. We propose a framework combining technology acceptance with place attachment theory to explore the metaverse’s role in hospitality training. Statistical analysis reveals a significant positive correlation between technology acceptance and platform attachment (β = 0.399, p