Purpose

This paper aims to examine the impact of metaverse experiences on customers’ offline behavioral intentions: How do customers’ visits to a hospitality business’s virtual property in the metaverse affect their intentions to visit the physical property in the real world?

Design/methodology/approach

Based on the general learning model and social cognitive theory, this research hypothesizes the positive impact of metaverse experiences on customers’ visit intentions and explores two boundary conditions for positive impact: user–avatar resemblance and servicescape similarity. Two experimental studies were conducted.

Findings

Metaverse experience has a significant impact on customers’ visit intentions, and this impact is moderated by user–avatar resemblance and servicescape similarity.

Research limitations/implications

This research addresses the call for empirical studies regarding the effects of metaverse experience on people’s behavioral intentions.

Originality/value

As one of the earliest empirical studies on the marketing effects of the metaverse, this research provides a basis for future metaverse studies in the hospitality field.

中文翻译：

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虚拟体验对游客行为意向的影响：虚拟体验与真实体验相似度的调节作用

目的

本文旨在研究虚拟世界体验对客户线下行为意图的影响：客户在虚拟世界中访问酒店企业的虚拟财产如何影响他们访问现实世界中的实体财产的意图？

设计/方法论/途径

基于一般学习模型和社会认知理论，本研究假设元宇宙体验对顾客访问意图的积极影响，并探讨了积极影响的两个边界条件：用户头像相似性和服务场景相似性。进行了两项实验研究。

发现

元界体验对客户的访问意图有显着影响，并且这种影响受到用户头像相似度和服务场景相似度的调节。

研究局限性/影响

这项研究满足了对虚拟宇宙体验对人们行为意图的影响进行实证研究的呼吁。

原创性/价值

作为最早对元宇宙营销效果进行实证研究的研究之一，本研究为未来酒店领域的元宇宙研究提供了基础。