Purpose

Through a theoretical lens of psychological ownership, this study aims to investigate how technology mindfulness may stimulate metaverse tourism users’ feelings of individual psychological ownership, aesthetic value and conversational value, which in turn fosters intention to engage in prosocial behaviors.

Design/methodology/approach

The study used a scenario-based survey that allowed U.S.-based participants to create their own avatars and imagine using their avatars to explore heritage sites in the metaverse. Structural equality modeling was applied for data analysis.

Findings

The results from 357 valid responses indicate that technology mindfulness arouses tourists’ individual psychological ownership, aesthetic value, conversational value and prosocial behavioral intentions. The moderating role of biospheric value orientation on willingness to donate and intention to volunteer is investigated.

Research limitations/implications

The research sheds light on the significance of technology mindfulness, conversational value and psychological ownership perspectives in the metaverse, which have been previously overlooked. The authors used a scenario-based survey for mental stimulation due to current metaverse technology limitations.

Practical implications

The study is one of the first to explore the possibility of encouraging prosocial behaviors using metaverse-facilitated technology. The research offers guidelines to engage hospitality and tourism customers in the metaverse that can blend their virtual experiences into the real world.

Originality/value

This study represents one of the pioneering efforts to gain an in-depth understanding of the application of metaverse in triggering prosocial behavior toward heritage sites, explained via a technology mindfulness-driven model with a psychological ownership perspective.

中文翻译：

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虚拟宇宙会刺激旅游亲社会行为吗？具有心理所有权视角的正念驱动模型

目的

本研究旨在通过心理所有权的理论视角，探讨技术正念如何刺激虚拟宇宙旅游用户对个人心理所有权、审美价值和对话价值的感受，从而促进参与亲社会行为的意愿。

设计/方法论/途径

该研究使用了基于场景的调查，允许美国参与者创建自己的化身，并想象使用他们的化身探索虚拟宇宙中的遗产地。应用结构平等模型进行数据分析。

发现

357份有效回复的结果表明，技术正念唤起游客的个体心理所有权、审美价值、对话价值和亲社会行为意图。研究了生物圈价值取向对捐赠意愿和志愿者意愿的调节作用。

研究局限性/影响

这项研究揭示了元宇宙中技术正念、对话价值和心理所有权观点的重要性，而这些此前一直被忽视。由于当前元宇宙技术的限制，作者使用基于场景的调查来进行精神刺激。

实际影响

该研究是第一个探索使用元宇宙促进技术鼓励亲社会行为的可能性的研究之一。该研究为吸引酒店和旅游业客户参与虚拟世界提供了指导，将他们的虚拟体验融入现实世界。

原创性/价值

这项研究代表了深入了解元宇宙在触发对遗产地的亲社会行为方面的应用的开创性努力之一，通过技术正念驱动模型和心理所有权视角进行解释。